Note #11

Ad Analysis
Ad: Hour Choice

This ad depicts a woman tying Converse shoes on her wedding day. A bride would typically be expected to wear shoes appropriate for the wedding and adhere to standards of femininity that is thrust upon her by society. Hour Choice aims to encourage women to step out of their boundaries and break the glass ceiling. It is emphasizing that the choice rests with the woman. She has the right to make her own choices and not be pestered by the trivial expectations of society. For centuries, women have been sidelined and treated as second-class citizens. The fact that this ad exists in this century reflects a lot about the progress of the status of women in society. Women have usually been painted as the ‘weaker sex’, unable to be decisive and take control of their loves. This ad builds on that motif and seeks to challenge this view. This is particularly appealing for young women who have grown tired of conforming with the norm and seek to characterize their own individuality. The company name ‘Hour Choice’ resounds in the mind of the audience as ‘Our Choice’ which further emphasizes the company’s main motif. The brand conveys that wearing their watches lends a sense of individuality and uniqueness to those who wear it. The main objective of the ad is to strike a chord with this particular demographic. The company wants to project its product as revolutionary and seeks to cement its status as a milestone when it comes to women’s right. . The slogan “Never Follow” intends to invigorate women and persuade them to be in charge of their own lives and carve out their place in society all by themselves. In doing so, the company may have snubbed men who strongly believe in the dominance of patriarchy. Despite losing a chunk of consumers, the company can still appeal to a large part of the population that believes in the importance of elevating women to equal status as men, a.k.a, feminism.