love the idea of people falling in love and living happily every after. One of the things that touches my heart the most is seeing happy couples. Jewelry commercials are one of my weaknesses. Whenever I watch these commercials I want to either go out and by my significant other a piece of jewelry or I hope that someone will buy me a similar gift.These commercials are so successful because they provide the idea that jewelry can make relationships work better and last even longer. In the commercials there is usually a couple who is spending romantic personal time together either at home in a private place or in a romantic restaurant. This shows that at the time the relationship is already going well and there couldn’t possibly be a thing that could make the relationship better. Then the gift is given, usually to the female and the female is ecstatic. She gets so excited and kisses her partner leaving the audience with the idea that the couple is now even happier and will remain happy. This is persuasive to the male because it gives him the idea that jewelry can either solve a problem in a relationship and resolve the issue or make things better than they already are. This is persuasive to the female because it gives her the idea that in a good relationship she will receive these types of gifts and if she provides these gifts it will make her partner even happier with her. Many jewelers also have catchy slogans such as “Every Kiss Begins With Kay” to remind the viewers that if they are looking for a jeweler for their partner Kay Jewelers is the place to go. Jewelers use the idea of a happily ever after and a catchy slogan to persuade viewers to visit their store and pick something out for a significant other.
Man, I hate jewelry commercials. Do you know what kind of toil Africans are put through to mine the diamonds necessary for these trinkets? Not to mention that if I were with a woman that would love me more for giving her something strictly aesthetic, I would be ashamed of myself for being with her in the first place. But enough of deriding the jewelry trade; this is a persuasive commercial. It really does well with a consumerist culture like ours, where money means love.
ReplyDeleteThis commercial is so cheesy, but the song is extremely catchy. Its also benevolently sexist because it makes it seem as though men are supposed to provide the material luxuries such as jewellery. They assume that men are supposed to be the provider in the relationship. Women too can work hard to provide gifts for their husbands or boyfriends
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