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Transcript

Rolex Ad Analysis

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The ad:

Who's the sender?

Rolex is a well established 105 year old brand.

Thus, the ethos and credibility as a luxury watch dealer is highly credible.

The ad is trying to

Create links to associations. "An achieving and famous golf player wears the watch."

Reinforce brand position and brand identity as the brand for achievers.

What's the message?

Connotative Meaning:

That celebrities and rich people are familiar with and use the brand.

The Receiver

We think this is both an emotional and active model receiver. Emotional appeals because Rolex uses complex symbolism and imagery relating it to grandeur to appeal to potential customers.

There is an implied value that the receiver constructs their own lives, and when they do well, and “achieve” in their lives, then they must choose rolex, because all other achievers do.

Red Chillies Evaluation

We LIKED the fact that the endorser spoke no words about the watch, yet his expressions and the images used implied the watch’s perfection.

We DISLIKED the fact that we didn’t see if Immeldo managed to hit the ball in the hole! Obviously we are meant to assume he did, yet showing it would have made it infinitely clearer.

Yes, THE AD WORKS. The music and image cuts all reinforce the brand, making the entire ad as a whole visually and audibly appealing.

Click anywhere & add an idea

The sender is an endorser. The sender is:

Denotative Meaning: “Rolex – A crown for every achievement” basically that every achiever deserves a Rolex.

Trevor Immelman

The ad uses the culture of “golf” being the rich man’s sport together with endorsement from a superior golfer to build associations with the brand to the rich.

The ad is EFFECTIVE because it captures the basic principle of the Rolex Brand Image (achievement) and emphasizes it using a credible celebrity endorser who is known for achievement.

The ad is EFFECTIVE because it captures the basic principle of the Rolex Brand Image (achievement) and emphasizes it using a credible celebrity endorser who is known for achievement.

We LIKED the fact that the endorser spoke no words about the watch, yet his expressions and the images used implied the watch’s perfection.

We DISLIKED the fact that we didn’t see if Immeldo managed to hit the ball in the hole! Obviously we are meant to assume he did, yet showing it would have made it infinitely clearer.

Yes, THE AD WORKS. The music and image cuts all reinforce the brand, making the entire ad as a whole visually and audibly appealing.

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