Advertising AnalysisAn analysis of the signs and symbols used in Patek Philippe Geneve's "Start Your Own Tradition" advertisement. - MARCH 2007 - INITIAL INTERPRETATIONThis advertisement shows a father helping his son with his homework. This is a right of passage common to many families. The advertisement emphasizes conventional family values ​​and the importance of the father-son relationship. The watch is presented as a precious family heirloom that dads should purchase to pass down from generation to generation. Therefore the watch has a purpose beyond its function, a purpose of tradition. SIGNS AND SEMIOTICS Utilitarian Signs There are limited signs relating to the practical aspects of owning a Patek Philippe Geneve watch. The functional aspect of the watch, which consists in showing the time, is downplayed throughout the advertising and only mentioned in note (12). Commercial SignsThe commercial signs of the watch are also largely ignored. Patek Philippe watches are among the most expensive watches commercially available. Revealing the value of the watch in monetary terms would prove detrimental to the priceless message conveyed by the advertisement.Socio-cultural signals• PeopleAttention is drawn first to the two figures in the advertisement, a man and a boy. The relationship between the two will be investigated later, but it is assumed that this advert, featuring only two male figures, is aimed at men.• ClothingThe note (3) highlights the clothes worn by the boy and the man in the photo. The boy is dressed for school and the man wears a suit for work. The cause involves a successful businessman (Na et al. 1999). This is an icon that implies that he belongs to an AB1 upper-middle class socioeconomic class (Dibb et al. 2006). This classroom context can mean different things to different groups. First, it can be a reference group for others in this category. This could be a group to aspire to for those working up to a management position. These young managers may perceive the purchase of the watch as an indicator that they have reached this social class. The father here could also represent a model. He is attractive and well dressed, which implies a successful life. He also has a son who is presumably not an unruly and troublesome child. Therefore the father acts like a rich, well-dressed man with a bond between himself and his son. By purchasing the watch others may also feel that they have this success.• Use of colorThis advertisement uses gray and black to convey its message.