We live in a culture where we are always checking the time. We check it with our smartphones and our tablets at anytime. Despite having easy access to time, men frivolously spend much of their income on a watch to wear on their wrist. It is because a watch for men is what jewelry is for women. Without being too ostentatious, watch is a tangible way to represent men 's success. In Omega 's advertisement, James Bond, a world famous spy movie character, who has been a male fantasy for over 50 years is wearing the Speedmaster. Omega uses James Bond to advertise that its Speedmaster makes the wearer sexy, powerful, mysterious but still modest.
Omega's use of color in the advertisement makes James Bond look mysterious and powerful. The overall color of Omega's James Bond advertisement is black with only few pops of white. Because the background and James Bond's suit are black, thus the black color dominates the advertisement. Omega uses the black empty space to create an air of mystery. In this space of mystery, James Bond's fine black suit makes him look powerful. Just by using the color black, Omega depicts him as a secret agent working undercover, a powerful and mysterious character. .
The appearance of James Bond in the advertisement tells James Bond's character in more detail: confident and sexy. To begin with, his short regent style blonde hair is nicely arranged with wax. Jaw closed, he is gazing forward with keen blue eyes. This image embodies a businessman, a spy or an executive and thus, it is an image of a successful man, full of confidence. The advertisement pushes further, making him even more attractive. Although James Bond is in a black suit, the audience can easily see that he is dressed for a high-end party rather than a formal event. Omega added some wit to his fashion to complete his formal party look. Instead of a classic tie, he is wearing a black bow tie and a white handkerchief, the fashion items for banquets or ballets rather for serious conferences.