The appeal of an advertisement for the watch called the Breitling Chronomat suggests that this is an expensive and exclusive watch. The ad is labeled "Instruments for Professionals," and indicates the appeal of the ad and the product--both are for those who view themselves as professionals, especially in technical fields, and who would thus want a more precise chronometer, which in this case includes a number of related instruments.
This ad features a block of type on either side explaining the history and features of the watch, a further indication that the appeal is to the professional more than the mass consumer. In the center of the bottom portion of the ad is the watch itself, a gold watch with a black face and a black band. Above this is an angled shot of the face of a chronomat, this time in blue which on second, closer viewing proves to be the ocean seen through the face of the watch. Above this is an image of an Air France plane crossing the Atlantic Ocean.
This ad promotes the features of the watch directly, appealing to those who want to know all the design and feature details of the product before they consider buying it. Indeed, it is apparent that this ad is selling the watch based on features as much as on image, tough there is an image created by the ad, an image of professionalism related to being a pilot. This does not mean the ad is targeted specifically at pilots but more at people who aspire to be pilots or to have the image of authority that goes with being an airline pilot. To that degree, the buyer of this watch is trying to join a select group, or at least to acquire the image of those who would join such a select group,
The watch appeals to those interested in precision and instant information. The watch measures time down to 1/5th of a second, for instance. It has several dials on its face aside from the clock itself, along with various numerical calibrations around the rim. The ad al...