This document analyzes characteristics of advertisements in mass media. It notes that ads typically feature expensive brands of jewelry, clothing, and accessories. They also often include famous actresses. The document then analyzes a specific Longines watch advertisement, noting that it uses imagery from the Kentucky Derby to portray an elite, wealthy lifestyle. It discusses how the ad uses sociological concepts like social roles, stereotyping, in-groups, and reference groups to appeal to and help define the desired social class of its consumers.