This Rolex Commercial gives us both an excellent example of Jib Fowles "Need for Achievement" and "Raymond Williams" critique of marketing and its role as a coercive tool for a wealthy minority to manipulate not only the less fortunate minority but members of it's own class with a delusional desire to consume.
If I was to analyze this ad by applying one of Jib Fowles 15 basic appeals to it, I would say it serves as an excellent example of appealing to the human desire for achievement. The first indication of the achievement appeal is the fact that the commercial features Tennis champion Roger Federer (ranked as the second best tennis player in the world right now) who because of his success has become a universal symbol of achievement. The commercial features footage from Federer's 2006 Wimbledon Victory and shows different shots of him playing in the tournament. About half way through the commercial, the audience sees slow motion shots with the words: Game, Set, and History displayed on the middle of the screen. For anyone not familiar with the scoring system of tennis it goes Game, Set, Match. This is important because it's indicative of Roger Federer progressively reaching his goal of becoming a Wimbledon champion. As we see the shots of Federer making incredible plays we see those words come on screen and the audience can feel the struggle, and finally celebrate in the victory as the word history comes on the screen. We then see shots of Federer on his knees celebrating and then holding up the Wimbledon trophy. In the commercial, between heroic tennis feats Rolex splices in pictures of their watches. This is used as a technique to make viewers subconsciously link Rolex watches with both great achievements (winning a tennis championship) and the people that achieve (Roger Federer). The point is really solidified at the end of the commercial when the viewers sees the Rolex logo covering the Wimbledon trophy that Federer is holding up. Viewers are meant to make the direct association between the trophy and the company.
The advertisement also reinforces Raymond Williams critique because it attempts to coerce viewers into buying the product for an illogical reason that have nothing to do with the product itself. When watching the commercial it becomes apparent that it gives no logical reason for buying the product. The commercial not only fails to show why a Rolex is superior to any other watch, but why someone would need an expensive watch to begin with. Instead it supplies a subconscious link between the product and the accomplishments of the Roger Federer. The ad attempts to manipulate the viewer into associating to unrelated things; the success of Roger Federer and the fact that he endorses Rolex. . Even if the viewer doesn't believe that they can accomplish as much as Federer simply by purchasing the watch, they may believe that they can be perceived as successful if they have the watch.This shows that what Fowles considers to be a marketing technique, can be perceived as blatant manipulation. Raymond also mentions advertising as a tool for a privileged business class to manufacture desire for their product, and exploit the less fortunate majorities misconceptions for large profits. What's interesting about the Rolex ad is that it was marketed to the wealthy minority; showing advertising is also used as a tool by members of the wealthy minority to persuade other members of that minority to buy their products. The population of the minority may be smaller, but they posses a large amount of the wealth so they are an important niche market to have. How else could a company like Rolex that sells such expensive products survive economically. A Marxist like Williams could easily interpret this ad like as a symptom of a system based off the principles of greed.
Antonio Rengel
5 comments:
I agree that Williams would see this commercial as a way to further make our society materialistic. Also, when watching this I wondered, what does Rolex and Mr. Federer have in common? Besides being expensive, not much. Fowles article shows this advertisment as a way to fulfill the need for achievement. But it also appeals to the desire to dominate. Federer dominated the match, taking home the title and people desire to dominate in their every day lives. This thought may also make people think, if I can afford this watch I will be at a higher social standing, further splitting our society and making some feel superior in a nation where we should all be equal.
-Jessica Karls
Nice post. Good job touching on both articles, i think the ad does indeed relate to both williams and fowlers ideas. I suppose if I were to ad anything to the post, maybe consider Williams idea of selling a lifestyle not just a product. Clearly, the rolex symbolizes success and prominence as much as it tells time.
Jake Lichter
I have been watching lots of coverage from the Australian Open over the past couple weeks so I have seen this commercial several times now. I think the effective parts of the commercial are using a celebrity figure and showing a couple close ups of the watch (so we can see just how impressive it looks). However I'm not sure it does anything more to make it stand out "from the crowd."
Kyle Meier
I agree wholely with your perspective on this advertisement for Rolex. This commercial uses association to make you want their product. Rolex is associating their watches with the success and glory that Federer has achieved to make appeal to their audience. "Maybe if I own a Rolex I will have a piece of that glory." What is interesting though, is that Rolex, rather than sell a watch (a device thats sole purpose is to tell time), they try to sell the lifestyle that comes with the watch. A lifestyle that everybody wants.
Brigham Heyn
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