Patek Philippe Advertisement

            The art of ethos, pathos and logos plays a significant role in this advertisement. The image of the father and son comparing hands gives the audience an emotional appeal, which is pathos. The targeted viewers feel a sense of companionship as if they themselves have a special connection with the child. Another example where pathos is shown would be the text. The text in both sections relates to the viewer’s personal relationship with their family. The ad wants fathers to start a personal family tradition using their watch. The text creates an emotional family connection by claiming the watch is never owned, but "merely" taken care for the next generation. The watch is not a piece of jewelry, but a family heirloom that has sentimental value.

An emblem for your family that will be passed on from generation to generation. The words "next" and "own" are italicized to show the uniqueness in personal families. Although, pathos is the most appealing and persuasive to the audience, ethos plays a major responsibility by giving the advertisement credibility. Credibility gives this visual image authority to present themselves the way they do. A case where credibility is shown would be the website address in section two. Any viewer of the advertisement can go to the website to see who Patek Philippe is and what they do. In addition to the website address, the designer put a telephone number which is another way perceive Patek Philippe or contact them. The advertisement features the Patek Philippe's logo in both of the sections. The symbol shows individual identification and distinction. The last strategy of persuasion, logos, is presented throughout the text. The flow of logic and reasoning behind the visual image makes the product feel more than a possession. The slogan tells fathers, that the watch is just "merely" taken care by them until it is their duty to pass it on to their sons. The watch is not an accessory, but an emblem. The reasoning behind this statement is in section two, where the designer tells the viewers to start their own personal tradition.

            The Patek Philippe advertisement is persuasive because of the emotional association it makes with the viewers. The audience makes a personal connection with the text and image. The merchandise is presented as a family emblem, which has sentimental value. The image of the child and father make the ad attractive.  It draws the targeted audience to visualize their own father-son relationship. Another technique the creator used to make the ad persuasive is by using persuasive diction. For example, when describing the watch specifications, the creator of the ad portrays the watch as an accurate piece of equipment. The designer could have said, "The watch is accurate." Instead he chose the phrase "Ref.5110P, will change the time to any one of 24 time zones without losing accuracy." The wording of the major headline is also unique because of what is portraying. The viewer feels a sense of desire to start their own family tradition. The ethos in this advertisement tells the audience that Patek Philippe is a reliable brand, which gives the audience confidence.

            As the reader can see the visual image is persuasive. The targeted audience, fathers, are persuaded to buy the watch through the strategy of pathos. The emotional appeal in the advertisement develops a personal relationship with the viewers, which influences them to buy the product.