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Breitling Chronographs – Good Ad

Copy Platform

Target Market

Breitling is a high-end watchmaker advertising in Men' s Health magazine. Breitling's target market can be personified as a male, masculine, and stylish. He considers himself to be successful and a professional in his field. As such, he prefers to surround himself with accessories that are not only high in quality but exude that quality to observers as well. A portion of Men's Health readers fit into this category but the majority of this magazine's readers are more likely to be men that desire this lifestyle. Breitling's purpose for advertising in Men's Health is market development.

Communication Objectives

The communication objectives for this ad are to establish brand awareness to middle-class males, establish an attitude that the brand is stylish, high quality, and the prestigious choice of professionals, and to influence a desire for the status the brand brings.

The first thing seen when opening the ad is a visual of a pilot in a cockpit, flying in formation with many other jets. "Welcome to Our World" is the headline used to introduce the brand to Men's Health readers. The body copy explains that the Breitling Jet Team is a group of professionals that perform amazing feats in the air. Then readers are welcomed again to the Breitling world. The final image that eyes are drawn to is the product, a sleek looking watch. This is how the ad establishes brand awareness.

The ad establishes that Breitling products are stylish by implying that they are used by jet pilots. Associating the brand with pilots borrows all of the masculinity, style, and coolness that people associate with them. Body copy explains some of the daring maneuvers these pilots perform and that Breitling products are built to provide the high quality and precision that they seek.

Message Strategy

The CFR for Breitling is the same product category – high-end time pieces. Among brands such as Rolex, Cartier, and Tag Heuer, Breitling must stand out as unique. The advertisement positions the company's products as "Instruments for Professionals" in the tagline. Breitling is using a Point-of-Difference strategy to position the product as an instrument or tool, whereas all other brands sell watches. In fact the ad never uses the word watch, instead calling the product a chronograph. All of Breitling's material reinforces this approach and effectively positions its products as professional, high-end, precision timekeepers.

The benefits of these products are highly desirable, which is why they command a high price ($6,000 for the Chronomat 44 in the ad). Breitling can easily deliver these benefits to its customers. However, the company has low deliverability of other benefits presented in the ad such as becoming a member of the elite group of pilots and other professionals that utilize the chronograph.

The ad uses emotional appeals via the imagery of soaring high in the company of elite pilots to call attention to consumer's desired states. This peripheral approach is used because consumer motivation to process information about watches is low when flipping through a magazine to find workout plans and diet ideas.

Evaluation

Headline Visual Body Copy Tagline/Slogan Brand Name/Logo

Stopping Power x x

Transmission

Power x x x

Persuasive Power x x x x

Locking Power x x x x x

Suggestions for Improvement

Overall this was an effective advertisement. The two places I would suggest improvement are with the tagline and the logo. The tagline could be changed to have more persuasive power. It is good at telling you who the watches are for but someone walking around with "Instruments for Professionals" in his head is not being persuaded by the memory. As for the logo there are no issues with design aesthetics, only that it does nothing to inform people about Breitling's offerings.

Gillette Ad – Bad Ad

Copy Platform

Target Market

The target market for Gillette