For this one, I picked up a Vanity Fair and found a good ol’ watch ad. It features two major sections: one black and white, the other color. In the colored, an decadent wristwatch is featured tilted gracefully on its side, as to show off the jewel encrusted rim. In the other, a confident, lovely figure of a woman stands elegantly unabashed. She is well dressed and proper, her left hand dangles ever so delicately to the side, to hide whether or not she has a ring. The only true text states: “Elegance is an attitude.” And is signed by who I believe to be the very woman pictured.
The major appeal here is achievement. It is clearly designed to give the air of the upper class, sophistication, and wealth. The characteristics of this ad include: high end products (or at least pseudo-high-end-products), decadence, class, and uniqueness. These types of ads have had, historically, two major purports. Firstly to target those who have the money to spend on such things by appealing to their innate egotism. Second, it there serve to promote the democracy of goods. The idea that, you may not be in the upper class, but you can buy like they do. It’s all about status symbols.
This ad is indicative to the achievement appeal. It oozes class. The mere fact that it looks like the apparent well-to-do woman signed the thing serves to authenticate its value. The watch itself is filled with diamonds. The hall the woman is standing in appears to be part of a mansion. The watch is name PrimaLuna for sanity’s sake! It has become a Prima Donna. Black and white, royal blue, gold & silver: the color scheme itself is a testament to upper class ideals. But hey, it works for her.
Mayors. "Longines." Vanity Fair Nov. 2010: 55. Print.
No comments:
Post a Comment