now

According to Sturken & Cartwright, whenever we analyse an image, in order to comprehend what it signifies, we are using semiotics. Ferdinand de Saussure and Charles Prince developed semiotics, which is the study of signs. Therefore in order to analyse this print advertisement of Breitling watches, the theory of semiotics will be used. Strurket & Cartwright state that the image and its meaning together form the sign.

In order to critically analyse this media text, the semiotic approach will be used.

The upper half of this advertisement is a remote property starring John Travolta from his waist and up, looking very serious.

In the upper left corner we can see the top movie star having crossed arms, standing stoically.

Travolta is dressed like businessman or a dynamic movie star, with a formal jacket and a black shirt, wearing a big watch. The watch he is wearing is most probably the same model as the one that can be seen in the lower-left corner of this advertisement.

Breitling watches cost around eight thousand dollars, thus this advertisement is obviously aiming the really wealthy.

Straight to his left side, in the background, there is a private plane runway where a plane is parked.

There are no people in the scene except for Travolta.

The whole scene is lightly illuminated by the rays of sunset thrusting through the clouds, in the dark orange-blue sky.

The entire sky is really dark and mysterious and this is certainly appealing to readers.

Apparently the plane is owned by Travolta and is flown to this place by him.

In the ads’ text, it states that Breitling Company “did not become an aviation supplier by chance”. Therefore he serves as an aviator with a lot of star power.

Below the scenery the page is black and there is some ...

... middle of paper ...

...ts, who are constantly on the go and fly in dangerous environments, are capable of wearing a Breitling watch without trouble.

In this occasion, the pilots’ image signifies total quality, sharing “all the finest hours of aeronautical history” as mentioned in the text of the ad.

By featuring John Travolta to emphasize the precision required by pilots and inducing feelings of male strength, Breitling effectively targets its leading audience: middle-aged, professional, wealthy men who can pay for and expect high quality watches. The company’s advertisement satisfies these men’s emotional side.

Instead of depending on figures and facts, the advertisement uses images that relate to quality and strength, brilliant features to advertise a luxury watch. Thus, the advertisement uses effectively the affective economics by promoting a watch based on emotions (The Persuaders).