Breitling Advertisement Analysis Paper

The advertisement I have chosen to analyze is a Breitling Watch ad located in a Sports Illustrated magazine on pages 3 & 4. The advertisement is promoting Breitling's new watch; The Avenger Hurricane. Breitling intentionally chose to make the watch black and gold to match their company's colors, they chose a close up image of the face of the watch to focus on the details, and they also purposely used flash for the photo to show the perfection in their stitching as well as the overall beauty of the face of the watch. Since Breitling is a high end boutique store, it is not surprising that they would create a stunning visual advertisement to help increase sales of their expensive products.

Breitling’s target market is identified by using the demographics,

These consumers usually involve themselves in a longer decision making process in order to make rational and logical decisions, rather than emotional or impulsive purchases in order to avoid wasting their hard earned money. Other psychographics targeted by Breitling are to those who would purchase a Breitling Avenger Hurricane wrist watch in order to showcase their success and show off to those around them. They are motivated by their desire to be successful so they have the ability to “brag” to their friends about it. Lastly, most consumers reasoning for making such an expensive, luxurious purchase is for self pleasure. This means that they are willing to pay a premium watch so they can best express their individuality and show off their monetary

such as Miami, New York, Las Vegas, and Orlando. Breitling consciously decided to place their stores in these cities because of the fact that their are larger quantities of celebrities, athletes, and wealthy people in these cities than other less trafficked areas. These cities have stronger economies and thus are better able to support a luxury shop such as Breitling because they have consumers within these cities that fit Breitlings target demographic market and would be willing to purchase such an expensive product.

The people Breitling are attempting to market to would be men in their 30’s that have an above-average amount of wealth. This could include but is not limited to; doctors, lawyers, actors, professional athletes, entrepreneurs, and musicians/song artists. Their income should (in theory) exceed $80,000 a year, they either have an established family or are a single bachelor, no pets because their job takes up too much of their time, vacations to tropical destinations in the winter to escape the cold, and if they have all of these aspects we can assume they have at least a college degree based on their level of