The Name is Band, Watch Band.

This ad is both an ad for Skyfall, the new James Bond film, and Omega, which is apparently the watch of choice for the renowned super-spy James Bond.  

One problem with the ad; however, is the fact that James Bond is, in fact, not a real person.  Apparently, Omega couldn't find a real person who has the same impression that James Bond has on us.  Omega is using fake-Ethos because the fictional Bond can be credited with catching many-a-bad guy.  Anyone who has seen a Bond film knows that there are certain things that he wears that are highlighted in the film.  In Skyfall, it seems to be the watch that is product placement.  When you watch the movie, you will notice the fact that, for a few scenes, the watches are highlighted.  

This ad could have used any James Bond actor, Daniel Craig just happened to be in the latest Bond film in which the Omega watches were highlighted.  Omega is using Pathos to appeal to our feelings behind the words in this ad. Since it could have been any Bond actor, Omega is appealing to our emotional appeal of the fictional character James Bond.  When we see this ad, we think of the fifty-year bond legacy and the emotional appeal of that legacy.  When we think of James Bond, we think of sex, espionage and cheesy one-liners.  Oh, not to mention no shortage of large fireballs.  When we see Daniel Craig standing on top of a building in England, looking off into the middle distance, we don't think of Craig, we think of Bond, James Bond.

Being my nit-picky self, I noticed three little details in the ad that are minor details but interesting to notice.  First of all, there are three Union Jack flags in the background.  Being from England and all, they needed to represent Bond's roots.  I just thought that it was interesting that they have three flags flying in the background.  The second detail I noticed was the fact that Craig isn't even wearing the watch, unless its under his sleeves.  This detail also illustrates that they are not using Craig to market off of, but they are using the Bond legacy to sell their product.  the last thing I noticed in the ad was that Craig is on top of a building.  Like any self-respecting Bond figure, there is always going to be a good roof-chase.  From the top of the building you have a panorama of the cityscape.  As Craig stares off into the distance, it looks like he is ready to jump into action, hopefully not off the edge of the building.

One last thing I noticed in the ad were the words that were bolded on the page.  Obviously, the words bolded are the ones that Omega wants to draw our attention to.  In this ad, the three things that were bolded were, of course, Omega, James Bond, and Skyfall.  The reasons that they bolded these words is obvious, this advertisement is for Skyfall and Omega via James Bond.  When you look closely at the bolded James Bond, you notice that they did not bold what comes immediately after Bond, the 's.  They didn't want to give the apostrophe-s a chance in the spotlight, only James Bond.  The apostrophe-s detail is probably meaningless but I thought that it might be interesting to mention in my blog, ill let you be the judge of that.  

From the fictional character they used to the fact that Craig isn't wearing the watch, this ad for Omega and Skyfall uses Pathos and connects to us through our emotional response behind the words James Bond.