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Diamond & Jewelry Advertisements Need To Get Better!!
The recent diamond and jewelry show in Las Vegas, as well as my obsessive perusal of diamond and jewelry industry magazines, has helped solidify a thought I have had for some time now...............
Advertisements for the diamond and jewelry industry absolutely stink!!
That's right...you heard me say it!
It amazes me that my industry, which ought to be at the very top of the field when it comes to effective advertising (since by definition, we are selling beautiful diamonds and jewelry), is actually so far behind many other industries selling far less glamorous products!
You would think we would showcase gorgeous and unique diamond jewelry in a tasteful and compelling way.
Instead, you open up any jewelry magazine, bridal magazine or diamond industry magazine, and you will find pictures of scantily clad women.
The fact that they are wearing diamonds on their bodies, is not simply secondary to the crass promotion of their bodies. On many ads, you have to actually look with a magnified jewelers loupe before you can see the tiny diamond studs on the models ears....;-)
While it is common knowledge in today's decadent society that "sex sells", the question the diamond industry needs to ask itself, is how much of it??
At what point does it become a liability to the core objective of promoting and selling diamonds and jewelry??
I asked this very question on this blog some time ago and still do not understand what motivates some jewelry companies to promote their products with a racy photo that could just as well be an ad for a very different type of company.
I'm not saying that it is not glamorous and effective to showcase diamonds and jewelry on a beautiful model. What I am questioning, is the effectiveness of showcasing a scantily clad model...PERIOD....(with some tiny text on the bottom of the ad to indicate that the people responsible for this ad..err...happen to own or manufacture jewelry somewhere...)
The cheezy diamond ads by DeBeers are not much better either....
Indeed, there are far better ways to effectively and memorably create advertisements for diamonds and jewelry (even if it incorporates the use of a model) over some of the crass and vulgar "offerings" I have seen lately.
Take a look at this ad for a Weight Watchers office in France:
Positively brilliant!!
The marketing guru who thought up this clever ad, ought to win a major award!!
I certainly don't have the answers....but to recognize a problem is hopefully a step in the right direction.
My two cents.
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