Breitling For Bentley's Advertisement Analysis

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Advertising is simply a game of appealing to our untapped emotions and desires. The question is, how do advertisers know what emotions and desires will appeal to us? The answer to that question has been known by advertisers for many years; subconsciously people want to feel and look better or above everyone else. Almost all advertisements indicate how their product will make a person stand out. Breitling for Bentley does this by saying the watch is "The Essence of Britain." Breitling for Bentley's ad uses expensive imaging, a celebrity figure, and association to inspire consumers to rise above and distinguish themselves from "normal" citizens. By taking one look at this ad you know it is an example of wealth, and appeals most effectively …show more content…
The celebrity that this ad uses is David Beckham, a well known English soccer player and model. Consumers looking to buy the watch can find comfort in knowing that they will surely be considered a member of the upper class, since such a successful and prestiged man wears the watch too! Beckham is in fact using his aura to advertise this watch. Twitchell helped describe this when talking about Michael Jordan by saying, "He knows what he sells is not shoes, underwear, eyeglasses, cologne, breakfast cereal, long distance phone service, or even the National Basketball Association. What he sells is perception"(204-215). The perception created by successful celebrities is what really hooks the consumer on wanting the product. For example, David Beckham was a successful athlete in the classy sport of European soccer. The same qualities attributed with soccer players such as precision, audacity, and performance, are also words used to describe the watch. By using David Beckham as a celebrity figure; this ad indicates how one can be perceived as above another by wearing the …show more content…
The ad does a good job of clearly associating the watch with a Bentley car. A bentley car is an image of being in a greater hierarchy, and ties this image in with the watch. Therefore, consumers know that just like owning a Bentley, they will be a higher class citizen by owning the watch. The terms used to describe the Bentley are also associated with the watch. The ad uses terms like style, performance, luxury, accomplishment, power, and refinement to describe the car along with describing the watch. Barthel explains why we use these words, "This masculine model, these masculine virtues, are best reflected in the many car advertisements. There, the keywords are masculine terms: power, performance, precision"(173). Barthel explains how using masculine words to describe cars greatly appeals to male consumers. These words like power and performance appeal to men because they want to be more powerful and considered greater than other

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