marketing

Time stopped at 10:09

The rich and sunny planet Ursa Minor Beta has the quite peculiar property that most of its surface consists of subtropic coastline. Even more peculiar, on this world it’s always Saturday afternoon.

From Wikipedia – Places in The Hitchhiker’s Guide to the Galaxy
(Thanks, Oyvind)

And of course you would want to live on a planet where time stopped Saturday afternoon!

Matterhorn and watch commercial

I have just visited Switzerland. The home of high quality watches. And the home of huge amounts of commercials for the high quality watches. I decided to check a little fact that most people involved in marketing know of. The world of watch commercials is a world where time stopped at about 10:09.

Click the pictures for larger versions:

Watch 10:09 Watch 10:09 Watch 10:09 Watch 10:09

Yes. It’s a fact. Time stopped at about 10:09!

All rules have exceptions. One German watch was 2:50. But we’re still talking about the same graphical appearance of the watch.

Ten to two

And, yes I know. Commercials from a world where the watch can show something completely different exist. I even discovered some of them in Geneva. You can find several explanations for the 10:09 rule. Here is one of them:

“Ten past ten”
In the age of science, technological innovations make headway at a fast pace, as a result of which new products enter the market everyday. This obviously necessitates appropriate exposure of the products to ensure its acceptability among the masses through various modes. The publicity ads are designed keeping in mind the state of mind of the average probable user/buyer, so as to be successful in capturing the clientele.

For instance, whenever we see a publicity ad for watches, irrespective of the brand or the company, the figure of the watch is invariably shown at “ten past ten” as the time. This being so, it leads us to search as to why the watch is invariably shown to be set with its arms to say “ten past ten”. The experts in the field of publicity feel that a watch showing “ten past ten” is the best placement of the two arms of the watch and it makes the appearance of the watch very elegant and in a state of equilibrium.

From the aesthetic angle, the anth- ropologists explain this setting of the watch as a face symbolic of gleeful reception which gives cheers to a viewer/reader. The two arms of the watch equally stretched divergently upwards symbolise receiving a person warmly with open arms. That is why the watch is invariably shown “ten past ten”.

In the ad the reader gets drawn towards it and, being eye to eye with the figure of the watch at “ten past ten”, feels warmly attracted towards it.

As against this, if the watch shows “12’O clock”, the bigger arm absents the lower arm which eludes the full face of the watch from being viewed. Similar shall be the case if the watch shows “3.15 and 8.45″.

Further, if the watch is shown to be displaying “8.20 a.m., p.m.,” it symbolises the arms stretched divergently though yet being downwards. It is comparable to cold reception being accorded to the viewers.

Conclusively thus, “ten past ten” is the ideal state of the arms of a watch shown in the publicity material as it draws the attention of the reader very warmly. This fulfils the core purpose for which the advertisement is released by the promotors.

DAMANJIT SINGH
Chandigarh