The first of the adverts is the Christmas Advert by Ernest Jones from 2007. The whole concept of this advert is how bright the ring is. In this advert the theme is through the whole advert with a bright light in a line down the middle of the advert. This is then switched to the bright eyes of a black cat.
The reason for using the cat is to create a sense that this is a romantic family advert. The cat represents starting a family, this type of advert is very important as it needs to aim at families as well as a couple. The reason for using the dark blue/green background in this advert because the colours are very festive and can be relating to a night time wedding with the bright light going well with the dark colours.
This type of advert is mostly aimed at young couples who are looking to get married or want buy a special gift for each other however it is also aimed at married families who have the spare money to be able to buy jewellery as a present for christmas. However Ernest Jones is also a very respective jewellery maker therefore people are more likely to buy from them because they are well known. From this advert Ernest Jones are suggesting that their jewellery is of very high quality, this is because in the advert says the 'first independently certified to be visually brighter.' Diamonds with make eveey man a popular one and David Whitehouse of The Guardian definately believes this 'If you give a woman diamonds she will definitely have sex with you, right away. In fact, if she were to come to the jewellers with you she'd probably just strip naked and offer her body to you over the glass counter as soon as your card has been accepted.' So is diamonds truly the way to a women's heart?
The next advert is a Swarovski advert, this advert is very plain up until you get to the crystals. In the first part of this advert the women is wearing cream, however also the background is cream. Then next room that they step into is white this is to make sure that the background doesn't clash with the crystals, it is important for this not to happen because this is what they want to main focus of the advert to be on.
The crystals are all different colours and they are like this so that there is a range of colours for everyone because if there was just silver and white it wouldn't appeal to everyone. In this advert the crystals are on a dress and when the camera pans out from the dress you can see the crystals still shining brighter, this shows the quality of the crystals and how well they work.
This advert makes the audience want to be associated with this product this is because of how beautiful it is, this is especially important that this is the outcome when it comes to jewellery because somebody is going to be wearing it. The jewellery has to also reflect in a model to show that it is suited to them in this advert this is particulary noticebale 'The new collection has been described by Swarovski as a combination of "rock attitude with baroque sense of style" which Bérénice Marlohe will complement perfectly. This is very important to Swarovski as they need someone to sell the jewellery along with show the jewellery 'Marlohe combines beauty and intelligence, a multicultural background with a genuine uniqueness, a passionate personality and a talent for acting.' According to Nathalie Colin, Swarovski’s creative director this is incredibly important to them which will make the jewellery a hit for customers.
The audience can tell from this advert that Swarovski has shared cultural values the reason for this is because instead of using a white woman they are using an Asian women, this is important because it shows that they are catering to everyone and not just a particular race.
Pandora Advert
Our advert will need to have a plain background to make sure that it doesn't take away focus from the actual product. Also from reviewing the two other jewellery advert it is important that the pieces of jewellery stand out and are the centre of the advert. Therefore for our advert it is important that we go somewhere in-between these adverts so that they we are aiming for the similar target audience to these.
Within this it is also important to take into consideration the treatment that we have done, therefore if we follow this and our shot list everything should go right as our plan is very detailed.
http://www.jamesbondlifestyle.com/news/b%C3%A9r%C3%A9nice-marlohe-face-swarovski-ad-campaign-kingdom-jewels -27th January 2014
http://www.theguardian.com/media/2006/dec/23/advertising.comment -27th January 2014
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