EOC Week 8: Really Good Example of Chapter 8

Graff London has always had the same premise around their advertising campaigns. All of their advertisements have a dominant Emerald Green tint to the picture. Green is seen as the color of money, it arouses envy, passion. In my opinion, there were two ideas behind having a colored tint to the ad. One is to arouse emotion while looking at the ad, this creates an immediate emotional connection with the consumer, it’s a statement. The second reason is in order for the diamonds that are being advertised in the picture to stand out more. In looking at prior campaigns, it seems as though the company uses the same model for each of the advertisements. She is the company’s spokes model which is a positive, this puts a face to the company and helps to establish and build their image with consumer. It looks like the company used three typefaces in the ad, two for the company’s name which is very curvy and classic, "The typography is the primary performer on-screen, while images and color are edited in the background to flow with the muscial dynamics of the song" and one for all the rest of the information. I like that they put where the store is located in the ad, I think it strengthens their luxury image in that it’s located at the Wynn. Also for the obvious reason, people will know where to get the jewels if they do in fact want to purchase. There are two jewels placed in the advertisement on the model. Another thought that comes to mind while looking at the ad is, by making everything else around the jewels all one color, it makes it seems as though nothing else matters… but my Graff jewels. Another things I thought that was interesting about the ad is that they placed a little logo at the bottom right hand corner of the ad with type that reads “The Queen’s Awards For Enterprise 2006.” This also helps to reaffirm their luxury image and lets the customer know that client service is at the top of the list at the company and nothing but the best is sold from the company.

http://www.graffdiamonds.com/flash.php