Walking into the jewelry store, a man with a high salary income is immediately attracted to Rolex watches because he understands that a Rolex is not just any wristwatch. He asks to see the finest Rolex watch and is impressed by the way it looks and how well-crafted it is. The jeweler then offers the man to see a Citizen’s Watch – one that cost less, tells times just as well, and does not need a battery. He rejects the man proposal because he wants the Rolex credibility and its history. Although many people believe the Rolex Watch Company just makes an overpriced luxury watch for wealthy people and that Citizen’s makes a luxury watch for everyone, I am willing to show that the quality and history of the Rolex Watch Company gives Rolex more credibility than the strategies used by the Citizen Watch Company. After discussing briefly the history of each watch company, I will describe the audience the two advertisements are aimed towards, then I will compare and the contrast the two ads in light of each other. Finally, I will show how their strategies matter to American consumers.
“Having established his London-based watch company Rolex in 1908, Hans Wilsdorf had decided to test the accuracy of his products by sending them off to a Swiss observatory. It was a decision worth taking, as Rolex was rewarded with the world’s first timing certificate for a wristwatch” (SITE). From its founding, until present time, the credibility of watches constructed by Rolex have not been in question. Since being the first accurately timing wristwatch, Rolex has grown as a company into a name that is so famous it’s synonymous with the words luxury, success, and history. Citizen, a watch company that stands for luxury for everyday people, had its beginn...
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...d using light instead, saving money for the consumer in the long run. The thought of saving money by not having to buy batteries will drive the typical American consumer to buy this watch to save money on batteries. Women, especially golfers, will show more interest in this watch because it is modeled by an athlete and this will make consumers think the watch it more trustworthy than it may be. Consumers will be driven to buy this watch purely by egocentric feelings and not by the facts or history of the watch itself. To the typical American consumer both of these watches look like a good buy depending on how much money they are willing to spend. However, the Rolex ad better supports the trustworthiness of the watch by dedicating its ad to several different celebrities who wear their watches, instead of the one celebrity used in the Citizen’s watch advertisement.
This advertisement uses one of the seven tactics called testimonial by portraying the talented Kate Winslet wearing the watch gracefully with the quote that states “Elegance is an attitude” (Winslet 47). The elegant watch rests on her left wrist while the arm is levitated to show the beauty that the watch will give any person who decides to buy the watch. By using a renown actress, Longines is able to persuade the viewers into assuming that if a celebrity gives credit to a product then the product must be worth the
Clocky’s marketing strategy was very powerful in stirring interest and eventually sales, yet Nanda failed to fulfill several branding goals in launching her product. Clocky’s physical design made it a distinctive and set it apart from traditional alarm clocks. This was a calculated move by Nanda to emphasize the cute feeling the object provides, nevertheless the design has had a love it or hate it effect on consumers. It is an achievement for a product to stir such feelings in consumers minds, this strong response fueled Clocky’s success and lead to eight thousand people to join their mailing list. On the other hand consumer dislike for Clocky’s has lead some to post youtube videos mocking it and even when appearing on Good Morning America TV show ...
He has worked with numerous of the Fortune Global 500 companies as a brand building expert. He has truly mastered consumers’ deepest desires by exploit hot spots in the human brains to compel them to purchase blindly and willingly. As a result, Martin has successfully help launched new products and brands. Martin created this book during the worst economic crisis since the Great Depression. Martin’s main purpose of this book was not getting us to stop purchasing, as that is nearly impossible. “The purpose is to educate and empower you to make smarter, sounder, more informed decisions about what we’re buying and why” (Lindstorm 8). By exposing marketing companies tricks and tactics, consumers would be equipped to battle the war on impulse purchasing in a time of
The complex parts and orderly nature of the watch are integral elements of its function. Because the watch has a specific use, we are able to in turn assess its functionality: it either works or it doesn’t. In saying that something does or does not “work,” we are implying that some sort of goal has or has not been met. This goal is the purpose of the watch’s
Furthermore, the advertisement has expresses Logos by providing more information about the watch and its ability, further persuading consumers to purchase the watch. It states that David Beckham who insists on perfection. It describes that watch as the ultimate traveler’s watch which is endorsed by a 5-year Breitling warranty. This indicates that they have faith in this watch and that is why they have a long warranty. The logos provide the function and advantages of the watch by stating the high performance, self-winding chronograph unitime enables readings of the time in all 24
Lots of people at a high level in society use the products they own to represent their social status. As what Solomon says in his article, “advertisers have been quick to exploit the status signals that belong to body language as well.” (169) Advertising gives them a good chance to show their material success, and the advertised products make them more of individuality. For example, Michael Jordan owns a Ferrari 512 which is a super sports car with an unaffordable price. Ferrari’s advertising tells the world how excellent and expensive the car is, so that his car could shows his wealth and success in his career and also his energetic and positive personalities. Being advertised, Jordan’s Ferrari is not just a vehicle but a symbol of his identity. There is no doubt that this advertised car makes Jordan much more of
Solomon argues that advertisements in America “manipulate us to buy us into buying their wares (543). He discusses how Americans crave status symbols, and because of that, American companies advertise and sell status symbol products at a high rate. (544) Status symbols like nice cars, nice homes, and dogs that fit in your purse are all seen by just flipping through a few channels on the television. “The object itself doesn’t really matter” but what does matter is the message it sends out to others, a symbol of power. (544) One specific brand that Solomon brings up is a commercial made by the car company Porsche. “‘If you were a car,’ the commercial concludes, “you’d be a Porsche’” (548). Companies produce higher class products because, as a society, American’s crave higher status. Manufacturers continue to thrive off of Americans’ desire to have nice
The idea of a wearing a watch for your wearable technology is I think the best spot on your body for one. There are so many different types of technological watches which do serve as a watch sometimes, but other times they have completely different uses. The Fitbit for instance, kind of stole Nike’s Nike+ idea of a shoe sensor connected to their Ipod, however like I said before a watch or wristband type technology is the most popular now a days for the simplicity of using it like a normal watch.
There are limited signs relating to the practical aspects of owning a Patek Philippe Geneve watch. The functional aspect of the watch, which is to show the time, is played down throughout the advert and only referenced in note (12).
In Chinese culture, rich people always wear ‘jewelry and gold’ to reveal his/her high social status. Currently, Chinese economy is experiencing meteoric growth. More and more Chinese families have enough disposable funds to support their extra daily consumptions except dishes (Bergsten.2008). At the same time, Luxury goods companies is increasingly focusing on marketing the Chinese market because of huge consumer groups. It is also be noticed that consumption customer base was twenty-five or younger.
Materialistic things consume today’s society, whether it is cars, clothing, or jewelry, in a sense we rely on these objects for our happiness. Companies such as Nike, Gap, and Toms, have all had major success do to their loyal customers, who seek the name brand logo of their company. These companies have continued to grow tremendously, making billions of dollars; the companies strive to find ways to outsourcing its manufacturing, in hopes of making more and more profit. Profit is not the only thing that rises, many questions and investigations have occurred, exposing the poor ethical choices these businesses have made. Nike, one of the most well- known and profitable companies have experienced this heavy scrutiny first hand. Throughout this essay the reader will gain a better understanding of Nike’s poor ethical business decisions and what actions they took in order to repair their image.
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Chang’s discussion focused on the effect of ‘superlogos’, or high-fashion brands such as Chanel and Louis Vuitton, tracing the growth in fake products to the Japanese period of ‘logomania’ in the 1980s. During this period, explosive growth of the Japanese economy led to one of the highest per-capita incomes in the world (Chang, 2004). It also led to a shift in consumption patterns, with the previous consumption patterns set by American occupiers (an ‘American’ mode of consumption, focused on quantity of goods) shifting to a ‘European’, quality-based consumption model (Chang, 2004). During this period the brand logos integrated into clothing and other items became increasingly important, as they were indicative of consumption power (Chang,
Just like the individuals who comprise the human race, these curious creatures come in all shapes and sizes, each with its own beauty. My watch, an example of those delicate timepieces fastened with a band of gold or silver, resembles a bracelet. Yet, there are watches with thicker straps; some with leather, plastic, and even bands of bulky cloth; watches with bold heavy-set numerals; timepieces with only dots or diamond-shaped accents to represent the twelve hours; as well as the contemporary digital watch. Despite the endless assortment of watches, each serves the very same purpose: creating a framework in which those who ride the roller coaster of modernized life must run th...
In the New York Times article, The Oppressive Gospel of ‘Minimalism’, millennial Kyle Chayka expresses his disdain towards minimalism’s trend and increasing incorporation in everyday life, deeming it to be, “expensive and exclusively branded by and for the elite.” In other words, Chayka discerns minimalism to only appeal towards millennials who have the financial freedom to rely on instant purchases rather than stocking for emergencies. Nonetheless, his stance does not recognize that minimalism does not aim to throw away everything in possession, but rather concentrate value upon few items to gain clarity in its worth. Hence, minimalism techniques in marketing and product values do not aim to exclude those who can’t afford it, but instead aim for consumers to consider its value in a single product. Value does not stem from price alone, but rarity, material, artistic context, design, and underlying connotations factor into its worth. Therefore, these non-explicit components in minimalist items are not considered by critics such as Kyle Chayka, and are deemed unnecessarily high without any contemplation. Another criticism against minimalism’s use in marketing is that it doesn’t give enough information for audience’s to be on the same page with reality. The point of minimalism is that the lack of information gives audiences full control over their own interpretations, and administering it in advertisements strengthens consumers’ power. Rather than giving deliberate features of an item, a minimalist ad would highlight its strengths, but allow audiences to extract its importance, whether it be personal or objective. Additionally, minimalism is employed to extract a degree of materialism in product advertising, since readers have to extrapolate potential experiences from items rather than worry about the costs. According to sociologist Joel