I just heard a commercial on the radio for a local jewelry store. The announcer on the commercial said that, if you open a box on Christmas morning from their store, it means you are truly loved. Thus, implying that if you get jewelry from another store, your husband does not love you, he’s an asshole and you should immediately start drawing up the divorce papers. The announcer, who is one of the owners, further states, “Men who shop from us think their wives deserve the very best,” once again alluding to the fact that if he shops anywhere else, he thinks you are scum.
To equate love and the degree to which a person is loved with the location of a gift purchase is crap. To assume that men are simple creatures, who will flock to this store or else risk looking less loving on Christmas morning than the guy who fell for this tripe, is insulting. If the gift receiver is so superficial that she will only be happy with jewelry that came in a box from a certain store, the gift giver has bigger problems than deciding where to shop and I hope he has a credit counselor on speed-dial.
For those women who view a gift of expensive jewelry as something to flaunt as an indication of the love and devotion of their mate, I have two words for you: Kobe Bryant.
15 comments:
The owner of said store is also boorish and convinced he and his family know everything about advertising - it's one of those times when we actually do laugh outloud on the way to the bank.
On the other hand, they have advertised steadily over a number of years and despite the distasteful, crappy copy writing in the spots, people do go to their store like sheep. (sheople)
And thank you for listening to one of my stations - I know you are because we got their entire ad budget! :) hahahahaa... which way to the bank...
sounds like the Jarred's commercials up here (it's a chain in Michigan... dont' know if it's elsewhere. not a huge knowledge-base of american jewellery stores). Anyway, they flaunt the same thing... woman is at party and every other woman has beautiful piece of jewellery on 'He got it at Jarred's"
at end of commercial, woman throws beverage on husband b/c he didn't get her something from Jarred's. How freakin' superficial.
But isn't it cuet in its total forties old-fashionedness?
Aisha
LG - Crappy copy writing is right! I especially hate the ones where the two brothers talk to each other. Aggghhh!! You're welcome, on the listening thing. I can't resist 24 hours a day of Christmas music. It makes me happy. I really wish they would say who is singing what though.
Jen - That sounds like a horrible commercial! I can't imagine that a whole advertising department approved such a thing, let alone the client.
Aisha - I have to disagree with you on that one. Anyway, in the 40's most of my relatives were still picking peppers in Louisiana although a few had ventured to Port Arthur to work in the refineries (my grandfathers). Actually, to this day, other than wedding rings, hardly anyone in my extended family wears diamonds. I never thought of that before.
I have bought one diamond in my life and I hope it is my last. I hate supporting a monopoly like DeBeers who create artificially high prices by owning a plentiful resource and restricting sales. Fortunately, my wife is not into jewelry, bless her heart. When I gave it to her on a mountain summit in England overlooking the ocean, she was impressed not by the name on the box or the size of the stone or where I bought it, but by the person who was proposing to her. I was impressed that she said yes!
Ed - Fabulous!!!!!!!!!!
Last year I gave my kids the best Christmas gift they ever got: A copy of my receipt for a paid-up funeral and cemetery plot. They were so grateful they went out and bought a new car.
The jewelry commercial here in Michigan that just sends me into orbit everytime I see it, is a guy re-proposing to his wife for a vow renewal. Long story short, this time buy your wife our ring and tell her "I forever do." Didn't I already do that?
Gasp....huh? So your marriage has not been complete because her ring wasn't big enough??!! Just crazy.
If I had married a woman that thought like that, I would be able to afford a mistress. :) j/k
My dates buy me gifts from WalMart. What does THAT mean?
Old Horsetail - I cracked up when I read that! You're a good dad.
Danno - ...afford a mistress. That's funny. The other con the jewely stores are using is that a woman needs a right-hand diamond ring to balance the diamond on her left hand. Ridiculous.
Abby - That you're buying dinner?
Davie - It's not that I don't enjoy expensive things and I would be delighted to receive some lovely jewelry. It just annoys me that the advertising industry tries to beat it into people's heads that the money spent is directly proportional to the love felt by the giver. Hogwash. Happy Saturday!
Laurie, you hit the nail on the head. Advertising comes in two types: the benevolent "If you ever need this, think of us," and the evil, "You're inadequate unless you buy this NOW." I would say 99% of advertising is in the evil category.
Tim - At least 99% of jewelry store commercials for sure.
If I ever propose marriage I want to have a ring set with one of my kidney stones. You know so I can give her something from really deep inside.
Mark - Now, that would be one lucky girl.
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