Pattek Rhetorical Analysis In Advertising

Patek Philippe fabricates premium watches made in Switzerland, which are status symbols of social standing, success in business and good taste. Being a high-end luxury timepiece, it is globally recognized as a watch with old world craftsmanship, quality and design. Therefore, it is a challenge for a company to advertise a watch, which is priced far beyond the means of the average citizen, in a way to reach an affluent population. However, the message needs to promote their watches to be more than self-indulgence, but an heirloom that can withstand the passage throughout generations. Even though Patek Philippe watches are considered extravagant, their ad campaign utilizes the appeals of emotional connectivity in the artistic design, purposeful …show more content…
The three modes of appeal, ethos, pathos and logos, are embedded within the copy of the ad. Ethos, the ethical appeal, has a prominent portion of the ad that occupies the lower quarter of the page. The jeweler, Hamara of Scottsdale, is sponsoring this advertisement which presents the company’s slogan, “Fine Jeweler and Timepieces” as an endorsement. Hamara is used as a reliable source on judging what a fine watch would be; therefore, indicating that Patek Philippe brand of watch is worthy to be sold at their store. Pathos, the emotional appeal, found in the text, “You merely take care of it for the next generation”, suggest the appeal of the higher emotions of love and altruism. The loving gift, from a father to a son, “taking care” of the watch that will become the bond between generations. Conversely, there is an appeal to the base emotion of hubris, the excessive pride that the heirloom is a status symbol of wealth. Logos, the rational appeal is presented in the company slogan, “Begin your own tradition”. This logical reasoning reassures fathers that it is permissible to start their own heritage as well as encouraging the audience to be innovators of their “own …show more content…
They targeted their advertisement to affluent fathers by personally directing them visually, with an emotional connection and with verse, to appeal and persuaded with logical reasoning. With this approach, it encourages fathers to buy their watches with the intention of being an heirloom. As a result, fathers will improve and strengthen their current relationships with their sons, as sons anticipate an expensive gift. Under these circumstances, fathers will ultimately be immortalized throughout generations because the watch is built to last. This ad has successfully conveyed their message in a minimalists approach. Patek Philippe, being a company that is internationally renowned for their expert design and reputation, has no need for elaborate campaigns to broadcast their message. As a result, this ad executed their