Jewelry Gives Satisfaction - Essay Example

Hassan Al-Heidous Carrie Taylor Eng. 121-024 9th, April Jewelry Gives Satisfaction Jewelry gives immense satisfaction to both people who wearor when simply seen. People with money can afford to buy whatever kind of jewelry they want and thus satisfy their desire. When it comes to highly expensive jewelry, Cartier Corporation is one of the leading high-end jewelry designers in the world. Their jewelry advertisements reflect their craftsmanship and the intricate designs that go into the making of a jewel. Their latest advertisement on bracelets is both visually breathtaking and aesthetically appealing to the eye, thus providing immense satisfaction to those viewing the bright jewelry in the advert. Despite being expensively priced Cartier jewels are much sought after by the elite population. The commercial effectively employs ethos, pathos and logos in the advert to sell their jewelry which specifically targets the women from a rich background. This however, results in tightening of the market size for the company. Cartier Corporation, the maker of these up-market bracelets has been in the jewelry business since 1847 and it is located in many regions across the world. The company has a big store located in Cherry Creek, Denver and its jewelry is also sold by many other stores in the world. The advertisement shows a cheetah traveling from one country to another and as it travels the weather in the commercial changes in season according to the country. The background changes from a huge rock mountain to a dry desert and these changes point to the fact that the cheetah has traveled afar from its home. A dragon is also shown in the advert which looks at the cheetah to convey a message and then disappears. As the cheetah travels through many places, it enters a temple in which there is a jewel tree with several jeweled snakes on it. The cheetah then sees a huge castle mounted on top of a gigantic elephant from an elevated rock structure and it jumped on to the primitive plane that was adjacent to the elephant and it entered the castle. Inside the castle the cheetah finds a beautiful lady who is shown wearing the Cartier bracelet in her hand and it goes to her. It is shown as the final destination of the cheetah. The advertisement is visually appealing and the cheetah with its majestic look grabs all the attention. The Great Wall of China is also shown in the advert and the jewelry tree is fascinating to watch with all the jeweled snakes. The sound of the background music is adventurous at the beginning as the cheetah roams about various places and when the temple is shown the music is religious and the hustle of the tree sound is played when the tree is shown. The advert emanated the smell of a luxury store and the purity of the temple relaxed the body. There was a smell of freedom as the cheetah goes out into the open and on top of the elephant. For the sense of touch, coldness and hardness of the jewels, the soft skin of the cheetah and the hands of the girl and the roughness of the dragon skin and that of the elephant were experienced. The taste also reflected a sense of luxury as the sight of the girl wearing the bracelet could be compared to a sweet that is very delicious. Effective ethos, pathos and logos have been employed in this commercial. With regard to the ethos, the company has used religion and the beauty of a lady as an effective emotional tool in the advert. Also the cheetah in the advert acts as a reflection of the fighting spirit of the company. Showing a Cartier store at the beginning of the commercial and a voice calling out Cartier at the end shows the authority of the company and this authentic stamp has been incorporated to attract customers to buy the bracelet. Also the look of respect, dignity and compassion by the cheetah and the other animals included in the advert adds to the credibility quotient. The brightness of the jewelry displayed in the advert is good proof for the quality of the jewelry made by the company. As a company Cartier has built on its ethos as it has a lot of achievements and credits to its name and it attracts many satisfied customers to its shops that is present in many places across the world. The advert also effectively portrays pathos in several scenes. The promising sight of the dragon when it first sees the cheetah as it travels through many places is a good example of pathos. This scene was packed with emotional qualities such as the respect with which the dragon approached the cheetah and the dignity and compassion exhibited by both the animals. In the following scene as the cheetah enters the temple, the sanctity and power of the temple provides the impetus for the cheetah to continue its way to the castle. The emotional bonding between the girl in the castle and the cheetah was also evident when the girl stroked the cheetah to make it comfortable. This is reflective of feelings of hope, comfort ability and freedom. From the logical perspective the advert highlights the name and quality of the company in several scenes such as the “Cartier, Jewelries Since 1847” that is shown at the end of the advert. In addition, using strong animals such as the cheetah, dragon and elephant is a reflection about the strength of the company that adds to the logical quotient. The plane that helped the cheetah to climb over the elephant and reach the castle was also a logical move. The jeweled snakes displayed on the tree, however, looks odd as it does not deal with the bracelet for which the advert was made. Overall, the advert displays enough logical content to market their jewel and attract their customer base. However, one of the major drawbacks of the advertisement is that it is made in a manner that will attract high class individuals rather than people from all strata of the society. This will serve as a disadvantage as the market for the jewels is narrowed down to the high-income group. In such as case the customer base will be very small for the company for this line of jewels as not every person belonging to a higher class will be interested in buying these new bracelets. There is competition by other jewelry companies who might have convincing options to attract customers. There are other high class brands which are as good as Cartier as the jewelry market is quite huge with a wider design of jewels and customers can choose to buy a necklace or a pendant which are more readily observable instead of a bracelet which can be seen only when people look at the hands. Another drawback for this bracelet advert is that it mainly targets the female population as not many male individuals will be interested in wearing a bracelet. This single gender target by itself restricts the customer base to half the population. Instead they may want to buy one for their wives, mothers or daughters which will in turn prevent these women from investing in another Cartier bracelet for the second time. it is well known that every woman has a different taste when it comes to jewelry and will want to wear something new and unique and not repeat what their peers wear. So in case this bracelet is purchased by someone whom they know, the interest to buy the same will die down and they will begin to look for some other new designs in the market. Another factor that is working against the commercial is the cost factor as the bracelet portrayed is highly expensive and hence it is a difficult buy for those belonging to the lesser income group who cannot afford to spend so much on a bracelet. Even if they can afford it through some means, there would be more important things to invest on or save for their future rather than buy a simple bracelet which is also expensive. In conclusion, the advertisement is effective in bringing out the ethical, emotional and logical appeal of the jewelry made by the Cartier Company, targeting the up-market customers and the female population to a large extent reduced the market value of the advert. In this age of recession people are highly economical and are looking out to buy more for less. However, there is a select group of the population who would want to satisfy their unlimited needs even when it means buying expensive things. For such people buying and wearing the Cartier bracelet would provide confidence and satisfaction. Read More