3. Existing Product
The majority of the advert consists of a large image depicting a coastal scene. The picture is split in two by a wave, which is
beginning to break. Two pairs of animals are shown either side of the barrier, a bird on the left and a shark on the right. On the
surface the bird seems to be taking flight to avoid the shark. However, there is a deeper meaning behind it, a juxtaposition of
calmness and chaos in this image that is repeated several times. In the left side of the image this can be seen in the tranquility of
the evening sky, but the chaos is present with the aggression of the wave. The right side shows the calmness of the ocean
beneath the waves, the water not as furious behind the breaking. Chaos is seen in the choking darkness that envelopes the edge
of the page. The animals also represent this, though they are reversed. The bird, a symbol of peace but is seen to be in a hurried
state as it attempts to flee the crushing wave. The shark, a man-killer and theme of horror is shown to be gliding through the
water with no such intention.
‘Engineered for men who believe life is an adventure.’ is the slogan of the advert. The use of the word ‘adventure’ implies travel
and exploration. Exploration is a significant word as the animals in the image live in environments that are vast compared to
themselves. Both the sky and ocean are shown to be massive in the photograph, massive and unexplored. The exotic scenery and
wildlife are a sign that this is not an environment that many journey to often. This is not the only reason that these animals have
been shown. One thought behind the bird and the shark is that they are both competitors in the environment. As seen by the
large wingspan and the elongated beak, the bird clearly hunts its prey in the ocean, as does the shark. They are both top of the
food chain as they both are experts in hunting. Other beings at the top of the ‘food chain’ are those in the target market for these
luxury watches. Having to have lots of money, and therefore highly paid jobs. The inclusion of the sharks and birds can be taken
more literal as they show the capabilities of the watch: aviation and diving.
The colours used in this advert are used to compliment the colours of the chosen product. The watch shown in the ad has a very
diverse scheme, with the case being made from a metallic, bronze colour, the strap from a black, resin-like material. These match
with the image in a number of ways. The bronze is very noticeable in the dusky, sunlit sky. This is positioned behind the birds, the
IWC
4. Existing Product
place where the eye is caught first. This colour shines onto the water and illuminates a mountain range, setting the colour scheme
for that portion of the page. The hands on the watch are a white, which is picked up from the water in the breaking of the wave. It
is also seen in the banner located at the bottom of the page. Finally the black colouring on the strap and the lugs is shown with
the darkness in the depths of the water. The balance between light and dark is clear in this image. Divided by the wave, the
brightness fills one section and the darkness the other. The warmer colours, yellows and oranges are situated to the left of the
wave. Greens and blues, the colder colours are located on the other side of the barrier, which is a mixture of both. A similar thing
happens on the watch as the two contrasting colours are used to highlight and separate different areas to create a prestigious
looking timepiece.
The composition of the advert has been done very well that is aesthetically pleasing to the eye. It is a layout that is not
uncommon in the marketing world, but one that is not seen often in the world of watches. Overall the whole ad is not one that is
common for a luxury brand, but the use of the banners and captions brings it to that level. The use of the birds have been to great
effect. Their wingspan, along with the positioning in front of the lighter areas of the sky means that the eye is naturally pulled
towards them. This is where the slogan has been placed. The product has been placed in an offset position, which is a trope of
adverts. Conveniently this means that it is underneath the shark, as though the animal is protecting the watch. It has been placed
with half of the face on the bottom banner which helps to bring the two pieces together into one advert, instead of a photo of an
ocean with a white border. Although there has been text placed along this strip, it leaves a large gap between that and the
product. This further increases the aesthetics of the adverts, but in a way give its prestige more credibility as the product cannot
be spoiled by the presence of the text. The company logo has been placed beneath to identify the product.
Despite the small amount of text on the advert, the font does differ to account for its multiple uses. The slogan has been printed
in bold and sturdy-looking characters. This works well though, as anything more eloquent may have been too much along with the
complexity of the image. The boldness contrasts well with the beauty. A plainer text has been used to scribe the information
IWC
5. Existing Product
at the bottom of the page. This is neatly arranged into two blocks of text. The use of elegant characters has been reserved for the
logo of the company which consists of the words ‘IWC’ and ‘Schaffhausen’. The characters of these words, in their recognisable
font, fits well with the overall image. They tie in nicely with the elegance of the watch and of the image above it, but also
contrasts with the bold characters of the slogan. Not a lot of information has been littered over the page, as it would seem the
less text the better.
The theme of power is very clear within this piece of advertising. The image depicts the force of the wave as it crashes on the
surface of water below, the bird fleeing its path. The bird itself shows its power in its huge wings that beat down to propel its body
forward. Although the themes of power do not relate to things that are present in other adverts, they are still present. The most
obvious is the image of the shark. Infamous as one of the deadliest sea dwellers, it is a symbol of both power and fear. The use of
shark does not stop there as the positioning of the watch relates directly to it. With the shark hovering menacingly above the
watch it transfers this aura onto the product, making it a statement of power.
HOW I CAN APPLY STUFF FROM HERE INTO OWN WORK
+ AUDIENCE APPEAL
IWC
7. Existing Product
The television advert opens with mountain scenery, the clouds traversing the sky as though filmed in a time lapse. The sun breaks
through the clouds and the shot changes. This new angle shakes violently and the roar of an engine is heard. A Spitfire is revealed.
The narrator opens with “I have seen the world from every possible angle”. The shot changes to a POV of the plane inverting. It
cuts to an interior shot of a modern aircraft, the display showing that the plane is upside-down. The artificial horizon wobbles as
the jet completes the roll that the older warplane began. Already there is hidden imagery. When the plane spins, time advances
(as shown through the transformation), like the rotation of the hands on a clock. Not to mention the direction of the spin is clock-
wise. The narrator says “I have been to heaven and back”, noting the better technology and therefore meaning the higher altitude
that is achievable. This is the first nod to the target market consisting of Achievers, as they are people who like to reach new
altitudes. This part of the advert ends with the jet landing on an aircraft carrier. This transitions nicely from sky to sea as the next
shot shows a catamaran powering through the water.
The narrator continues, “I have travelled the world for the world’s sake”. With this a subtitle appears and gives context. The
catamaran in the advert is called The Plastiki. The famous vessel that travelled the oceans and visited many ecological preserves.
The craft itself was made from 12,000 plastic bottles and other waste products. It is one of the first mentions of the numerous
charities and societies that this specific company associates itself with. IWC earned itself a carbon neutral certification.
The scene transitions as the camera is submerged by a large wave. It reveals a free-diver exploring a reef. A subtitle reveals the
diver is from the Cousteau Society, an organisation observing ecosystems in the ocean that helps brings understanding to millions
about the importance of underwater life. The advert has already begun to appeal to more than one audience. Typically this would
be the Achiever, but large portions of the advert have been dedicated to enticing the Socially Conscious Type A. This group is
aware of the effect on the natural world and hope to preserve it. The advert has shown their company to helping many causes
that the Socially Conscious will appreciate. The advert is pushing the idea that by purchasing a watch the costumer is helping
these charities, and therefore the world.
IWC
8. Existing Product
Over this section of the advert the narrator states, “I have always reached what I wanted to reach, and still I dive into new worlds”.
This is true of the watch as the evolution of technology will mean that dive watches will be able to increase their depth. However,
these words will resonate with the target audience. Achievers will find these words inspiring as many will be from the business
side. The language will be often be very true to heart.
The scene transitions, revealing a line-up of watches. “I am the sign of a different state of mind”. This not only relates to the
world-saving theme of the advert, having a different state of mind and being conscious of the crumbling environment, but also
ties in with the Achiever target market. It shows the agenda of IWC is not just to sell watches but to also preserve nature.
The final shot is the company’s slogan, ‘Engineered for men’. It is an interesting slogan as you would think that would eliminate
half of their customers, dissuading all women from purchasing their watches. I think it has a broader meaning, using the word
‘men’ as you might use the word ‘man’, as to describe the human race. The slogan yet again suggests that by purchasing the
company’s watches, it furthers the human race due to the all the eco-friendly sponsorships and charities. It is saying by buying a
watch, the customer is saving the planet.
This advert is primarily targeted towards the Achiever. The language used is especially appreciated by this category of people,
which is to be expected from a company selling luxury watches. Those in the market for one have had successful careers. With
lines such as, “I take on every challenge” and “Always reached what I wanted to reach” combined with arduous tasks such as
circumnavigation or piloting a warplane it is clear to see who the target market is.
An interesting aspect of the advert is narration. The dialogue seems to be personification, as if the watch is talking. A clear
example of this is “I have been to heaven and back”, although more literal than some of the other lines, it backs up the idea as it
does sit upon the wrists of pilots and sailors.
IWC
9. Existing Product
The final line, “I am the sign of a different state of mind” is one that suitably concludes the advert. This can be taken in a number
of ways. It could be seen as IWC telling its customers that the jewelry is a label informing the wearer’s peers of their superior
mindset. However, it most likely relates back to the environmental aspect of the advert. It informs the customer of their choice to
help the planet, and their forward-thinking mind that many people do not adopt.
Another thing to note is the use of “I” at the start of every sentence. This may be a neat tie-in with the company name, IWC, on
the surface but a trait of the Achiever is individuality. Although many of the messages relate directly to the Socially Conscious
Type A, the imagery of power and wealth will relate more to the Achiever and so I believe that this is the primary audience of this
specific piece of advertising.
HOW WILL AFFECT MY PRODUCT. ALSO MUSIC USED.
IWC
13. Existing Product
The advert begins with a title in bold characters reading, “Welcome to the world’s fastest motorsport”. It then shows various shots
of a stadium and stunt planes being checked and polished. The planes take off and a compilation of air racing begins. The pacing is
completely different to the IWC television advert.
Shots of the crowd cheering and the plane flying at dangerous speeds and altitudes are spliced together. The aircraft shown sport
the Breitling logo on their tails and wings. The theme of power is immediately shown. A serious of titles appear during the advert
saying, “Fly low. Fly fast. Turn left.” These set the tone for the video as it is based on the adrenaline and excitement that is
received by viewing this sport. This is shown again when a wing is seen to be sporting the words, “I wanna go fast”.
The pilots are shown to be wearing the watches while performing the stunts. They are heavily admired by the crowd and seen as
celebrities. It is noted that the majority of the shots of the crowd include women. Images are then shown of pilots receiving large
trophies. Unlike so many luxury watch adverts, this one seems to be targeting a different market. Emulators seem to be the target
market for this specific advert as the themes and tones set would suggest this.
Breitling
19. Existing Product
The advert opens with TV footage of a rocket taking off. It cuts to a second angle, this one positioned on the launch tower. George
Clooney begins talking about his memories from the event.
Omega
22. Existing Product
Shots of a pristine facility open the advert. Various documents fly into frame as though carried on a gust of wind. They are blown
towards the series of buildings. The majority of the complex is revealed and to the left of the frame the Rolex logo and lettering
can be seen atop one of the glass buildings. This is subtle and can be easily missed so it is an interesting choice for it to be placed
in frame to start with. The complex is shown to be very sleek and modern, almost futuristic in a sense, certainly utopian. A large
mountain range can be seen in most exterior shots. This could be relating to the heritage of Rolex and the mountains the Swiss
Alps.
The scene transitions to an interior shot of a lighting fixture with the documents spiraling in a downwards motion. Two sheets of
paper flare up before the camera and reveal a captioned picture of Hans Wilsdorf, the founder of Rolex, and a dictionary excerpt
defining the word ‘tradition’. This relates to the designing process and the techniques now used by the company started a century
ago. The shots then switches to a person lifting a molten metal out of a fire. It is poured into a cast. This is the first imagery that
relates to Achievers. The forging process is dangerous, but with high risk comes high reward, something that will relate to most
Achievers in a business setting. Rolex also show them doing the metal casting themselves, giving evidence that they are self-
sufficient, like most Achievers who relate to themes of individuality. The production process could also relate to how a cast of
molten metal is turned into a luxury watch, or how a businessman starts out and gradually becomes more successful. The theme
of ‘rags to riches’ is one that appears frequently in this part of the market.
It cuts to a darkened room. The excerpts now read, ‘limitless’. A production line is shown in the semi-darkness. As the documents
sweep through the room the lines progressively switch on. This suggests that the assembly line cannot commence without the
papers, the values and standards that Rolex aligns to. The limits of the watch are then tested as it enters a chamber of water.
Rolex
24. Research Analysis
• What common features do the researched
products have?
• What aspects of the research will you include
within your own production work?
42. Bibliography
1. Your, Name. (2018) Target Audience Research Survey (conducted on
DATE)
2. Interviewees, Name. (2018) Target Audience Interviews (conducted on
DATE)
Editor's Notes
Choose a recent product similar to your own and annotate it
Type of image- studio/location, angle, effects, post-production
Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc.
Audience appeal- how does it make its audience want to buy/watch/play it?
Why have you chosen to look at this? What have you learned that can help you in your project?
Choose a recent product similar to your own and annotate it
Type of image- studio/location, angle, effects, post-production
Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc.
Audience appeal- how does it make its audience want to buy/watch/play it?
Why have you chosen to look at this? What have you learned that can help you in your project?
Choose a recent product similar to your own and annotate it
Type of image- studio/location, angle, effects, post-production
Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc.
Audience appeal- how does it make its audience want to buy/watch/play it?
Why have you chosen to look at this? What have you learned that can help you in your project?
Choose a recent product similar to your own and annotate it
Type of image- studio/location, angle, effects, post-production
Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc.
Audience appeal- how does it make its audience want to buy/watch/play it?
Why have you chosen to look at this? What have you learned that can help you in your project?
List all products researched in previous sections. Include anything additional you have watched/read in preparation for production. Alphabetise your list.
