Media reaches out to us in many different ways...oh, who's that? Omg, it's Hope Solo! She is so amazing. Did you see her saves? Oh and she's sporting a Seiko watch? Wow, she looks so cool. That'd be a fantastic Christmas present (if you know what I mean). Just kidding.
In case you didn't know who Hope Solo is, she was the goalie of the United States national women's soccer team in this year's 2012 Summer Olympics. It is apparent that this print ad is using the testimonial technique. Hope Solo is a big time sports figure with two Olympic gold medals! Not just one. Two! Celebrities always seem to have the power to move people on what to buy, what to wear, what to eat, what to do, and so on. I'm sure there are people this very moment buying this Seiko watch because of the association it has with Hope Solo.
Since Hope Solo is the focal point of this ad, there is the appeal for the need to achieve and need for prominence. Her famous reputation alone embodies these needs when people look at her. The way she is standing in this picture also gives an air of achievement and sophistication. Back straight, head up, chin down, hands on hips, and a determined face to top it all off. Let's not forget that spotlight or the number 1 on her back.
Ultimately these two needs are portrayed through the phrase, "Where elegance meets performance." However, what or who is this phrase talking about? Is it Hope, a high performing soccer player, buying a prominent Seiko watch? Or is it the watch having the perfect balance of looking elegant and at the same time function really well? This is confusing. With two interpretations of one phrase, the use of ambiguity can be applied here.
The technique of magic ingredients is also present. It is partnered up with the phrase, "Dedicated to Perfection." By saying this brand is focused on creating a flawless watch, a spell might be cast on people. Using this phrase leads consumers to the logic that Seiko is a very good brand because it's goal is to find perfection so it therefore has the best products out there.
Overall, this advertisement covers the needs for achievement and prominence under the techniques of testimonial and magic ingredients. The phrases placed were decisively thought through and were able to convey the multiple messages Seiko wanted to promote. Never before have I appreciated how much effort and thinking goes into creating just one print ad amidst millions all competing for attention.
Nice blog Bethany! I've noticed a lot of commercials of athletes sporting watches. I know there is a commercial of Roger Federer liking a watch. What's up with athletes and watches? Advertisers really do focus on the need to achieve when using athletes to advertise their product, and they are usually well known athletes as well. I wonder if people would still buy the product if it was the same exact commercial but with an athlete less known. Probably not, huh. I was also thinking that this ad could be patriotism? Hope Solo plays for America, so it could tie in to flag waving.
ReplyDeleteAhh!! Sorry Megan I meant to say Megan not Bethany. I was looking at her blog too, and accidentally put her name instead of yours.
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