An Analysis Of The Signs And Symbols Used In Patek Philippe Geneve's "Begin Your Own Tradition" Advert.
MM 204 - MARKETING COMMUNICATIONS
An analysis of the signs and symbols used in Patek Philippe Geneve's "Begin your own tradition" advert.
- MARCH 2007 -
INITIAL INTEPRETATION
This advert shows a dad helping his son with his homework. This is a common right of passage for many families. The advert stresses conventional family values and the importance of the father-son relationship.
The watch is presented as a precious family heirloom which dads should buy to pass on through the generations. Thus the watch has a purpose beyond its function, a purpose of tradition.
SIGNS & SEMIOTICS
Utilitarian signs
There are limited signs relating to the practical aspects of owning a Patek Philippe Geneve watch. The functional aspect of the watch, which is to show the time, is played down throughout the advert and only referenced in note (12).
Commercial signs
The commercial signs of the watch are also largely ignored. Patek Philippe watches are among the most......
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Approximate Word Count: 1395
Approximate Pages: 6 (250 words per double-spaced page)
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