http://red-soledfashionista.blogspot.com/2011/02/valentines-day-at-tiffanys.html
I think this Tiffany's ad is absolutely gorgeous. The setting is very pretty, and the woman's dress exudes elegance and style. The only way to recognize that this is a Tiffany's ad, or even a jewelry ad, is by the small blue box the man is holding behind his back. Tiffany's has done a remarkable job of branding themselves to be instantly recognized by their signature colour. Since Valentines day is fast approaching, a few different versions of this ad are circulating online and in various fashion magazines.
I think this ad is effective because the company's name appears nowhere on the image, and yet people understand who they are, what they are selling, and who they are marketing towards all from one single photo. From this photo, one can deduct that the couple is young and stylish (based on their attire), and the city background ads a sense of sophistication. The rain-dampened setting also ads a colour contrast to luminosity of her dress, making it stand out even more. The ad suggests that if you want to show that you are sophisticated and stylish, that Tiffany's is the right fit for you.
This ad is most definitely marketing a lifestyle, or selling a potential milestone moment. It suggests that if a man buys his significant other jewelry from Tiffany's, then she will be ecstatic and madly in love. For a woman, it suggests that a man has chosen an elegant and classic piece of jewelry, not to mention he spent a significant amount of money to make her happy. I think it is fair to say that Tiffany's is definitely selling a status, and that it is attempting to define a more elite population.
I also love this advertisement!
ReplyDeleteI completely agree with you, Tiffany's is selling both a lifestyle and a status, and the too are definitely interrelated.
The reason this advertisement works so well is because, unlike other jewelry advertisements that blow up diamond rings and necklaces to fill the full page, the product itself need not be shown. The underlying meaning here is, 'If it's from Tiffany's you are bound to like it regardless of what it looks like'. This underlying meaning just supports the elitism of the ad as the name Tiffany's is no where to be seen either.
The ad also appeals to the target market for Tiffany's as anyone who understands what the ad is for just from the blue box is either an existing customer or someone who holds a vested interest in owning a Tiffany's product.
The only short falling that I see this ad having is if they intended to reach out to males prior to valentines day as many boys may not pay close enough attention and probably have no idea what the blue box signifies.