COM259e Advertising: Analysis of Luxury Watch Brand Advertisements

This assignment provides an in-depth analysis of advertisements from several luxury watch brands, including Breguet, Patek Phillippe, Rolex, and Omega. It examines the contents of each advertisement, identifies the target audience, and evaluates the effectiveness of the advertising strategy. The analysis considers factors such as the use of imagery, ad copy, and the overall appeal to the intended consumer base. Furthermore, the assignment includes copywriting examples tailored for Breguet and Patek Phillippe, demonstrating how ad copy can be adapted to resonate with specific target demographics, particularly millennials, while maintaining the brand's unique selling proposition and heritage.

Running head: ADVERTISEMENT ANALYSIS
Advertisement analysis
Name of the student:
Name of the university:
Author note:

1ADVERTISING ANALYSIS
Table of Contents
TMA01........................................................................................................................................2
Breguet.........................................................................................................................................2
Contents of the advertisement.................................................................................................2
Target audience for the advertisement.....................................................................................3
Effectiveness of the advertisement..........................................................................................3
Patek Phillippe.............................................................................................................................4
Contents of the advertisement.................................................................................................4
Target audience for the advertisement.....................................................................................5
Effectiveness of the advertisement..........................................................................................5
Rolex............................................................................................................................................5
Contents of the advertisement.................................................................................................5
Target audience for the advertisement.....................................................................................6
Effectiveness of the advertisement..........................................................................................6
Omega..........................................................................................................................................6
Contents of the advertisement.................................................................................................6
Target audience for the advertisement.....................................................................................7
Effectiveness of the advertisement..........................................................................................7
TMAO2............................................................................................................................................8

2ADVERTISING ANALYSIS
Copywriting for the Breguet advertisement................................................................................8
Copywriting for the Patek Phillppe advertisement......................................................................9
References:....................................................................................................................................11

3ADVERTISING ANALYSIS
TMA01
Breguet
Contents of the advertisement
This advertisement has a very vintage feel to it, with an image of Napoleon Bonaparte
standing out. The advertisement attempts to highlight the regalia associated with the brand by
showing that Napoleon too was a loyal customer of the brand. The first thing that audiences
notice about the advertisement is the image of Napoleon, along with the extremely elegant watch
in the foreground. The font used in the copy of the advertisement along with use of color and

4ADVERTISING ANALYSIS
style immediately strikes the audience. The advertisement was published in the PERIOD
magazine and is an exquisite example of print advertisement.
Target audience for the advertisement
Breguet is an international luxury brand which has been manufacturing and selling
watches since 1810. The most important factor thus must be kept in mind is the culture that plays
a key role in the marketing policy followed by the brand. There is a historical significance
associated with each watch that the company manufactures. Naturally, the target audience for the
brand would be high income men and women belonging to upper classes. Additionally, the brand
is targeted at culturally aware men and women who prefer to have meaning behind their
possessions. Mostly, adults would be the target of their advertisements.
Effectiveness of the advertisement
The advertisement by Breguet is, without a doubt, extremely effective. It adheres to the
brand image created in the market. Breguet is well known for manufacturing and selling watches
which have a meaning behind them. The picture of Napoleon Bonaparte and the ad copy which
suggests that the French military leader was a client of the brand, sheds light on the unique
feature of this brand. Moreover, the advertisement manages to keep the ad copy minimalistic,
with almost no excessive images and written text. Both the background and the foreground of the
advertisement have a vintage appeal to it, which stay true to the tone of the brand itself.

5ADVERTISING ANALYSIS
Patek Phillippe
Contents of the advertisement
This particular advertisement was published in the Vero magazine. The advertisement is
black and white, which immediately creates an aesthetic beauty. It is a well known fact that print
advertisements in monochrome tend to have a different appeal for the target audience. The first
thing that the audience notices about the advertisement is the picture of three generations of men
(grandfather, father and son) smiling together. The advertisement attempts to show that a Patek
Phillippe watch is one that owners could pass on from generation to generation. The ad copy
mentions that these watches should be saved and taken care of for the upcoming generations.

6ADVERTISING ANALYSIS
Target audience for the advertisement
The main target audience for this particular print advertisement would be men belonging
to high income groups. Mostly, men between the ages of thirty and forty five would be targeted
because it is expected that they would already have children and families. That way, this
advertisement would appeal to the sentiments of the target audience. Patek Phillippe is a luxury
brand as far as watches are concerned. Thus, the target audience for the brand would be high
income, upper class customers who are willing to spend more on their possessions as long as it
guarantees quality.
Effectiveness of the advertisement
The advertisement can be said to be effective because it immediately appeals to the
emotions and the sentiment of the audiences. Since the target audience for this particular ad is
family men with children and grand children, the image and the copy of the advertisement would
immediately move them to action. The advertisement refuses to treat the Patek Phillippe watch
as a mere possession. Instead, it portrays it as something that can be passed along generations, as
a kind of legacy.
Rolex
Contents of the advertisement
The broadcast advertisement by Rolex features the decorated tennis personality, Roger
Federer ("‘Leaving a Legacy’ with Roger Federer", 2018). The grand slam record holder in the
advertisement says that he would prefer to “leave a legacy” for himself. He would like to do so
not just for his own sake but also for the sake of tennis itself. The narration in the background
says that every individual should strive to look forward, despite the situations of the present. The

7ADVERTISING ANALYSIS
advertisement also features a compilation of the various milestones of Roger Federer, which is
bound to leave some teary eyed.
Target audience for the advertisement
Rolex is one of the top luxurious watch brands in the world at present, with numerable
celebrities as its loyal customers. Accordingly, the advertisement is targeted at high income
groups and men and women belonging to elite upper classes. Also, it can be said that the
advertisement is targeted at the generation of men and women who grew up watching Federer
play. Supporters of the tennis player are bound to be affected by the advertisement. As such, the
advertisement is also targeted at lovers of the game and fans of Federer.
Effectiveness of the advertisement
This broadcast advertisement is high on the effectiveness scale. The first thing that would
appeal to the audience is the tag line, “leaving a legacy”. Roger Federer’s legacy is one that
cannot be taken lightly. The man is a grand slam record holder and an icon in the tennis
fraternity. Most of the present generation has grown up watching him play and a compilation of
his top moments is bound to strike a chord with the target audience. The voiceover by Federer is
also bound to appeal to the target audience and leave them feeling emotional and nostalgic.
Omega
Contents of the advertisement
This broadcast advertisement is for the Omega Co Axial Chronometer. The advertisement
features exquisite graphics, Omega’s patent background score and voiceover explaining the
contents of the advertisement ("OMEGA", 2018). The advertisement may be called a stylish one
because of the sheer magnificence of the video. The advertisement shows the manufacturing

8ADVERTISING ANALYSIS
process of the watch and describes it as the perfect mechanical movement. The article would
immediately appeal to someone who has an inclination towards luxury watches. After making
the audience wait for it, the advertisement very cleverly reveals the final look of the watch.
Target audience for the advertisement
Omega, like Rolex and the other brands mentioned in this report, is also a luxury watch
brand. Thus, it can be affirmed that the target audience for this watch would be men and women
belonging to higher income groups and upper classes. These men and women would not be
willing to compromise on the quality of products purchased and would be willing to pay high
prices for such state of the art items. The target audience for the advertisement would also be
men and women who genuinely are fascinated by watches and would be attracted by the
mechanics of it.
Effectiveness of the advertisement
The advertisement approaches the watch from a very different perspective. It does not
consist of people in the advertisement, and instead focuses solely on the watch itself. It depicts
the watch as something beyond the world or otherworldly. The watch is shown as something
truly magnificent and the highlight of the advertisement is indeed the mechanical movement in
the manufacture process of the watch. It builds excitement and anticipation as the audience
eagerly waits for the final revelation of the watch. In other words, the advertisement is quite
successful and immediately lures in its target audience.

9ADVERTISING ANALYSIS
TMAO2
Copywriting for the Breguet advertisement
Headline : “There’s a Bonaparte within all of us”
Copy: Back in the 1790s, Napolean Bonaparte was a client of Breguet’s. At Breguet, we
believe a watch is not a mere possession. Instead, we ensure that all our products bear the
stamp of elegance, power and splendor. The “classique collection” by Breguet brings to you a
range of stunning watches, with a touch of history behind it. Our watches are emblematic of
power and glory, of exuberance and opulence. Each of our watches has been designed with

10ADVERTISING ANALYSIS
care, and has a story to tell. Come, be a part of heritage! Unleash the inner Bonaparte within
you.
The target audience for the original advertisement was adult men and women, who are
culturally conscious. This new copy for the advertisement would be targeted at the newer
generation of millennials. Having a niche target audience would limit the overall exposure of
the brand. However, it must be remembered that the buying patterns of the millennials are
guided by the ability of a brand to offer something new (Parment, 2013). Most youngsters
have grown up reading about Napoelan Bonparte and are aware of the power and glory
associated with him. The mention of this in the ad copy would appeal to the emotional quotient
of the target customer. It is assumed that the people who would be attracted to such an
advertisement would exhibit some interest in history. As such, the advertisement would target
people with a sense of culture, heritage and history. This is the unique selling proposition of
the brand, and must thus be heighted through the advertisement. This can be done through the ad
copy and the eye catching headline. It appeals to the inner warrior within each human being and
toys with their sentiments by claiming that there is a Bonaparte within every individual.
The image in the background of the advertisement would remain the same, as the
new headline also makes a reference to Bonaparte. However, the headline would be changed
to “There’s a Bonaparte within all of us”. This is bound to capture the attention of millennials.
It has been observed that millennials have shorter attention spans (owing to the effect of the
internet and social media), as far as buying patterns are concerned (Pate & Adams, 2013). The
striking image of Napolean in the background, along with the eye catching caption would
immediately grab their attention.

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Copywriting for the Patek Phillppe advertisement
Headline: Say it with Patek Phillippe.
Copy: A watch is not merely a possession. It is family. A watch, we believe, is a legacy, that
must be passed down generations. It is also how you express your love, your affection and
your devotion. For over two decades now, Patke Philippe has been the bearer of legacies for
families around the world. Our watches are symbols of the bonding and care that binds a
family together. A Patek Phillipe is not just any other gift, it is the gift of time. Let us help you
begin a tradition of your own, a legacy which goes beyond infinity. Our new range of luxury