Breitling Advertising Essay

The marketing of a Breitling watch appears in the form of a snob appeal ad. Given that, a high-hat prefers expensive products, a snob appeal fallacy targets people who do not like using the same products as the mainstream public. In this advertisement, the watch company is relying on the exclusivity behind owning a Bentley car to appeal to the same target customer by placing its watch next to a car that only a few can afford. Furthermore, through the alliteration of the letter “b” sound in British, Bentley, and Breitling, the advertisement adds further snob appeal by using uppity sounding words. Even though the ad places a fancy car next to a fancy watch, the plain fact is that the engine of the Bentley car and the mechanics of the Breitling
watch have little in common, except to say that both are luxury items. Besides stating that haughty Switzerland assembles the watch, the ad reveals no information behind the craftsmanship of the alleged one of the kind chronometer, which is important information for the commoner. Consequently, the obvious truth is that most men are not going to look as handsome as the model or drive a Bentley just because they bought an overpriced watch.