In her case study about the Omega Watch ad in which Cindy Crawford appears as a spokesperson for the brand, Liz Wells explains the message and the goal behind the idea of having the model posing in such a specific way in relation with the watch and the treatment of the photography of the campaign. Known for her enduring beauty and intelligence, Cindy’s figure image is sophisticatedly implied to the watch by depicting a so-called “relationship” between the famous model and the watch. That message of having a watch as a perfect companionship is not only conveyed through the photography but also through the text. Those elements support each other and indicate an alluring yet meaningful relationship.
The effectiveness in the concept of the Omega ad speaks to a bigger picture of how advertising manages to achieve certain goals by forming certain relationships between their products and the consumers. In that bigger picture, the depicted quality of the product and how they will improve the consumers’ life, especially those rendered through photography, outstand other facts and other contexts related to the manufacture process. That thought of Well’s on advertising photography restates a part of the reality of the consumer culture that we often forget. However, considering the core of this business, the professionals, in one way or another, are still aiming for the best persuation.