LOGISTIK 204 -- MARKETING COMMUNICATIONS
An analysis in the signs and symbols used in Patek Philippe Geneve's " Begin your own tradition" advert.
- MAR 2007 -
INITIAL INTEPRETATION
This advertisement shows a dad supporting his kid with his homework. This is a common right of passage for several families. The advert stresses conventional family values plus the importance of the father-son relationship.
The watch is provided as a valuable family heirloom which men should buy to on through the generations. Thus the watch has a purpose over and above its function, a purpose of tradition.
SIGNS & SEMIOTICS
Utilitarian signs
You will find limited symptoms relating to the practical aspects of owning a Patek Philippe Geneve watch. The functional aspect of the watch, to show the period, is enjoyed down over the advert in support of referenced in note (12).
Commercial symptoms
The industrial signs of this timepiece are also typically ignored. Patek Philippe watches are among the most expensive designer watches commercially available. Exposing the value of the watch in economic terms would prove detrimental to the precious message the advertisement conveys.
Socio-cultural signs
В•People
Attention will be drawn to the 2 figures in the advert, one particular man and one boy. The relationship between your two will be investigated later on, but it can be assumed that this advert, by simply only offering two guy figures, is usually targeted at men.
В•Clothing
Note (3) highlights the clothes put on by the youngster and the person in the photo. The young man is attired for institution and the person is dressed up in a fit for operate. The go well with implies an excellent businessman (Na et ing. 1999). This is certainly an icon which indicates he is from an upper-middle class social-economic categories AB1 (Dibb et al. 2006).
This school context can mean different things to different groups. Initial, it can be a reference group for others in this category. It might be an aspirational group for those working up to a management position. This kind of junior managers might perceive purchasing the watch as an indicator that they have reached this kind of social category.
The father here may also appeal as being a role style. He is the two attractive and well dressed up, implying an effective life. He also has a son who is presumably no unruly problem child. And so the father provides a well-dressed, prosperous man using a bond among himself great son. By purchasing the watch other folks might also see themselves to have this accomplishment.
В•Use of Colour
This kind of advert uses grey and black to share its message. Grey, you should definitely overused, represents two things. The foremost is the functionality and amazing (Tutssel 2000). The second is instruction (Madden ou al. 2000). All of which are well reflected in other aspects of the advert.
The black in the advert represents status and electric power (Tutssel 2000; Madden et al 2000). SYNTACTICS
Proxemics
Note (11) shows the 2 figures in the advert are extremely close, your child leaning over his operate and the elderly figure watching and/or supporting him. This kind of changes the partnership aspect of this kind of advert via a man and a boy to father and son. The style is also extremely up close, both the figures complete nearly all the room and the qualifications is confused.
Symmetry
There exists a clear symmetry in paperwork (4) and (5) between father and son. This really is shown by both numbers resting their head against their left arm in an almost identical fashion. This symmetry assists in building the text between the two. This connection implies not just in relationship yet also shared culture, beliefs and social-class.
This kind of symmetry also highlights a serious difference between two. On the father's still left wrist is definitely the watch, the child's left wrist is noticeably uncovered lacking this timepiece. Given that the other kid's wrist is clearly clothed, the audience can be expected to notice this.
At the bottom, in note (10) the placing of the enjoy between the two figures means that there is only time...
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