Wednesday, July 9, 2008
Diamonds are a Girl's Best...Status Symbol?
Tacori Diamonds, Cosmopolitan, July 2008. Deeadra Piper
Singapore Airlines, Forbes, July 3, 2008. Leigh Rodrigue
Cerrone, Hollywood Life, March/April 2007. Laura Labay
Of the three ads considered, this one seemed to make the boldest statement. This advertisement has "higher standard of living" written all over it. It contains three very symbolic images that scream "High Society!": diamonds, a silver spoon, and caviar. The ad gives the impression that wearing this piece of jewelry puts a person on a high enough level to be able to rub elbows with the most elite - those eating caviar from silver spoons. The fact that Tacori (the jewelry designer) chose to combine these elements into one advertisement says that their product is only of the highest regard, therefore adding that aspect of quality to the life of the wearer.
Since the ad was found in Cosmopolitan magazine, it seems to cater to a female demographic between the ages of 18 and 35. There is no targeted income bracket because of the simple fact that the jewelry shown here is an engagement ring, meaning the reader won't be making the purchase at all but rather given the diamond as a gift. What's being targeted the most here is a state of mind. The majority of the articles published in a magazine like this one are focused on relationships and dating. This would suggest that most readers of Cosmopolitan are unmarried right now, but hoping that one day they will receive a ring such as this one. Studying the photograph would make a young woman feel that merely sporting a diamond as "upscale" as Tacori's would make her as important as society's most elite.
Posted by Deda B. at 7/09/2008 08:44:00 PM