Name: Zales Diamonds
Advertisement: Lost
1. The promise of the benefit being offered by this headline is that if you, the consumer, are lost and confused, that Zales: The Diamond Store will have all your answers. Even if you don't know the difference between a carat and a carrot, Zales is all you need to know.
2. The illustration artfully guides the reader's eyes from the bold text of "Lost." to the Zales logo by an intricate and beautiful path of sparkling diamond rings. The text is the central focus of this ad, but the jewelry dramatically enhances the visual appeal, and sort of follows in the whimsical fashion in which the text was written. The rings stand as proof for what the ad claims about how Zales selects their diamond, even including the price range in the fine print assuming that some readers will want to buy one of the pieces from the ad.
3. The headline of this ad reads "Lost," assuming that the audience is lacking direction on their jewelry purchase. The body copy strives to affirm to the audience that the Zales representatives are trustworthy, professional and truly the masters in their field.
4. This ad provokes readers to take their all their jewelry questions to the Zales "experts" because they are the masters of diamonds. Even the simplicity of their subtitle "The Diamond Store" leaves no room for confusion on what Zales specializes in; it's not "a" diamond store but it is "the" diamond store.
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