Question: Why are the lugs on the right side of the picture of the Aviator "B", which are in the light, not shiny like a plain lug should be? Answer: They are engraved, that's why! The ad is a mat picture of an actual watch, not a drawing, we can see the left side is in shadow, so the right lugs should look "plain" if they are plain. Here is another ad for the same watch, this pic is taken from directly above. Why are the lugs not shiny like the bezel? Engraved. In my opinion anyway.
Here is and ad for the yellow gold Stamford, same case. Shiny plain lugs. 17 jewels. Look at the Navigator on it's right. engraved lugs and bezel, dull. Remember the Commando? A Lexington with engraving http://www.mybulova.com/watches/1946-commando-2480 Same kind of thing going on here.
