Comparison of the Christmas Advert of Cartier and Tiffany's - Essay Example

Introduction Christmas holiday is a time of the year when people celebrate and come together as families to celebrate the birth of Jesus. It is a time for merry making and presents and gifts exchanges by family, friends and loved ones. It is a time of engagements, marriages, forgiveness and reconciliation for past mistakes and hurts and what better way than give a loved one or a friend a gift they will cherish for ever like jewelry? Christmas is a time for huge sales and sales discounts thus people buy a lot of stuff around this time and it is when sellers make huge profits (Kudyba & Hoptroff, 2001, 54). Just like every other seller in the market, jewelers also rely on Christmas to make huge sales. They have achieved this by giving out some of the best Christmas campaign advertisements to persuade people to invest in Jewells specifically their jewels. This paper is going to do a comparison of two globally renowned reputable jewelers Christmas advertisements. The jewelers are Cartier and tiffany and co. and their Christmas advertisements which appeared across a range of platforms that is on TV, online on YouTube and billboards. In addition, this paper is going to analyze tiffany and co and Cartier with the consumer buying process. The consumer buying process can be defined as the process the consumer goes through before deciding on what product to buy. This process is a very crucial process in that it determines whether a consumer is going to buy ones products or another brand. It includes five known stages which are product recognition, information search by consumer, evaluation of alternatives, purchase decision and post purchase behavior. Similarities Tiffany and co and Cartier both have a campaign adverts which means a series of adverts with the same target. They both recognize the consumer buying process in their adverts in that in tiffany and co. Christmas advert the name of the brand is first shown to tell the customer what products is being advertised and even at the end the name is put on the screen solely which is product recognition (Pride & Ferrell, 2006, 235). The same applies to Cartier whose name is printed in all the products shown on the advert as small inscriptions on the jewel boxes. The end of the advert is also dedicated to the brand name solely on the screen thus both companies have produced product recognition in their adverts. Color has been utilized by the two reputable jewelers as their main form of communication as the colors are synonymous with these brands. This showcases the jeweler’s knowledge on the consumer buying process of information search by the consumer (Pride & Ferrell, 2006, 236). Advertising is a brief affair and the most powerful non verbal tool of communication by the two jewelers is their use of colors well known by con summers as they are synonymous with jewelers thus even the color alone is enough to tell a consumer what product is being advertised. For example, tiffany and co have their blue color which they use on practically everything tiffany and co. it is the color associated with tiffany and co and has even been nicknamed tiffany blue to mean the blue in tiffany products. As for Cartier, the color synonymous with them is red as it is used in every jewel box that contains its products. Even shopping bags from Cartier are red in color. This can be seen in the tiny red boxes that carry Cartier’s jewels in the advert and even the shopping bag carried by the snow leopard in winter tale. Moreover, the model that the snow leopard meets is wearing a red dress the color of Cartier. Therefore, the use of color has been excellently utilized and according to Baran, Baran & Davis ‘…is associated with strong emotions and possess the power to stimulate large scale mass action if used wisely…’ (Baran, Baran & Davis, 2012, 84) Evaluation of alternatives as a consumer buying process has been given no chance by tifanny and co and Cartier (Pride & Ferrell, 2006, 237). The two jewelers have rubbished their competitors by and alternatives by depicting one of the world’s most powerful emotions: love. The advertisement of tiffany and co. depict the theme of love in all aspects and laughter and joy all round. The little blue jewelry boxes are carried around with love and given in love and this elicits powerful emotions that does not give the consumer time and space to make comparisons but just have tiffany and co products. In fact, the little blue boxes have been wrapped by a red ribbon to further emphasize love and passion as color red has been known to stand for that. Cartier depicts an emotional journey of a snow leopard in different countries and since the animal is real the love for animals does not give the consumer space to look for another brand but Cartier’s. No words are used but just soft alluring, music which brings love to anybody’s heart and it is a fact that everybody needs love in the world. Thus the two top jewelers have managed to make love synonymous with love, a needed feeling in every human being. When all this is done a consumer has to make a decision to buy a product and this is where tiffany and co has outdone itself (Tyagi & Kumar, 2004, 58). A perfect family scene is developed that will instantly make the consumer have the same feelings and decide to buy tiffany and co products in hope for such warmth and love. For example, the advert portrays a loving couple eating together and in the background Christmas waltz is playing; two happy children are playing with a dog, another lovebird sharing a kiss and the child who finds the tiffany box. This are real life situations yet many people lack this kind of love, peace and warmth and this advert makes them feel they can achieve such warmth if they buy them for their loved ones thus decision is made. Cartier has made their journey a decision compelling one as the snow leopard journeys in different exotic countries and even flies on a replica of an ancient airplane just to get a glimpse of the Cartier watch and arrive in the home of Cartier Paris. This journey can compel a consumer to buy a Cartier product and have a glimpse of the Cartier journey to exotic locations. Tiffany and co and Cartier know the significance of the final stage of the consumer buying process. This is because in this stage a consumer after making his purchase decides to compare it with his earlier expectations and if it does not satisfy them then the brand has just lost a customer. It is called the post purchase stage (Tyagi & Kumar, 2004, 59). Therefore, to combat this tiffany and co not only focus on the product but also focus on where the product has come from. This is a lasting memory and since consumers in the contemporary world like to learn from commercials tiffany and co have decided to use their major symbol of the blue box to educate the public. Therefore, they emphasize on packaging and quality products to go hand in hand. The same goes for Cartier which tells the epic story of their history from the snow leopard journey to land to Cartier home in France Paris. From the advert a consumer is able to tell where Cartier originated from and this is a good note for post purchase of the consumer. In addition to the above, Cartier and tiffany and co. have both developed their icons that represent them. Cartier is known for its leopard in the snow while tiffany and co. is known for the color blue. Moreover, both jewelers depict the Christmas season the same way in that snow is a part of both advertisements. This is a fact known that snow falls heavily on Christmas season and therefore, the jewelers capture this natural phenomenon to make the advert even more alluring. Additionally, lighting has been well utilized in both jewelers’ advertisements in that low lights have been used to make the blue tiffany and co boxes and Cartier red boxes stand out. The jewelries also stand out and glitter more due to the low background lights that make them even more beautiful and exquisite. Moreover, the jewelries stand out more than the rest of the images as they are the ones being advertised the others are just supporting images. On the other hand, both companies advertise jewelries and also work on the mentality that people shop more during Christmas thus aim at using the Christmas fact as a basis for their advertisements. They both depicts Christmas as the best time to buy jewels and such like gifts from their companies. Also more importantly is the fact that both adverts use non verbal communication ad only uses visual communication accompanied by good music. Since no word is use the power of imagination is elicited in the consumer and the effects is seen in the number of buyers who have been positively influenced by the adverts. Therefore, the jeweler’s both uses the gardener’s theory of multiple intelligences to win over their consumers. The jewelers also use play like advertisement and not hard and serious adverts thus appeals to more people. Differences Even though tiffany and co and Cartier seem to have the same advertisement strategy they also have differences. First target audience in both companies is different. It is clear form the advert of tiffany and co that the products re aimed at families, children and loved ones while Cartier adverts depict buying quality and expensive jewels for romantic partners or partners who share an intimate love. In addition, both averts have different master symbols that portray their companies essence. Second, messaging is quite different in the two adverts from differ companies more so in their portrayal of love. Tiffany and co is about parental love, filial love and platonic love as adverts depicts families and children. On the other hand, Cartier depicts romantic love as they are all about red and sexy stuff. Moreover, a sexily dressed woman is shown in the end wearing a red dress and red lipstick to depict romantic passionate love. Third tiffany and co emphasize on packaging rather than the product while Cartier focuses more on the product rather than the packaging. Cartier has achieved this by having their name inscribed on the insides of the boxes containing the jewelry such that the jewelry and name go hand in hand. More so Cartier red boxes are all open in the advert while tiffany and co boxes are all closed. Also tiffany and co have no name on the boxes as the blue boxes are plain but have the iconic blue color synonymous with tiffany and co. Tiffany and co wants the packaging to have the most effect and remembrance while Cartier aims at the product remembrance and effect. Fourth, diversity is portrayed in the adverts and it is clear that Cartier manufacture products that are for both females and males. This is evident in their use of color as the color red is used by both sexes to depict the same things that are love, excitement and passion. Conversely, tiffany and co is solely for women thus the light hue of blue now nicknamed tiffany blue. The difference in diversity can be explained from Cartier background and history. Cartier was noted as the ‘king of jewelers and the jeweler of kings’. Therefore, since it was a royal brand and also a reputable brand on its own, Cartier had to make jewels for both males and females for the royal household and also for both sexes in the society so as to live up to its reputation as the king of jewelers. Fifth, both advertisements depict the different cultural presentations in the adverts. Cartier focuses on a different cultural norm from tiffany and co. Frances wistfulness can be witnessed in Cartier advertisement while the white Christmas party is evidenced in tiffany and co advertisement as a Christmas according to the western culture (Loring, 2002, 50). Typically a white Christmas happens exactly as depicted in tiffany and co advertisement while the allure of France is captured in the Cartier advertisement (Nadelhoffer, 2007, 130). Finally, difference in positioning is evidenced from the advertisement. Cartier and its French allure seems to be targeting the rich and elite ,members of the society while tiffany and co seems to target the middle class and even low class individuals since they portray the spirit of sharing, love and laughter at Christmas time. Therefore, everybody can get something to cheer someone on Christmas at tiffany and co. The same cannot be said of Cartier and its French journey. Conclusion In conclusion, tiffany and co and Cartier jewelers are the most reputable in the world. Their evaluation and keen adherence to the consumer buying process can be seen in their advertisements which are Christmas advert of Cartier with the snow leopard and the advert of tiffany and co Christmas Advert. The two adverts campaign shows a lot of similarities although they also show a lot of differences as well. The adverts are similar in that they both depict Christmas as a snow affair and a time for giving and sharing and also buying goods and products. Furthermore, the adverts have similar advertising strategies in the use of color, lighting, developing iconic figures for their brand and selling of the world’s strongest emotion: love. However, the adverts also depict difference in the companies in that Cartier targets families and sells for the elite and wealthy members. Also Cartier exudes France’s wistfulness and sells to both man and women as evidenced by their color red. On the other hand, tiffany and co targets lovers and sells for the middle class people in the society. Tiffany and co depicts a western culture, portrays a white Christmas and targets women only as evidenced by their color choice of blue. Images from Both Adverts Tiffany Christmas Holiday Advert Cartier Christmas Advert References Baran, S. J., Baran, S. J., & Davis, D. K. (2012). Mass communication theory: foundations, ferment, and future. Boston, MA, Wadsworth. Kudyba, S., & Hoptroff, R. (2001). Data mining and business intelligence: a guide to productivity. Hershey, Pa. [u.a.], Idea Group Pub. Loring, J. (2002). Louis Comfort Tiffany at Tiffany & co. New York, Abrams. Nadelhoffer, H. (2007). Cartier. San Francisco, CA, Chronicle Books. Pride, W. M., & Ferrell, O. C. (2006). Marketing: concepts and strategies. Boston, Houghton Mifflin Co. Tyagi, C. L., & Kumar, A. (2004). Consumer behaviour. New Delhi, Atlantic. Read More