Listening to the radio on my way home from Provo Art and Frame, I heard a commercial for a popular jewelry store. There seem to be three key messages in jewelry store ads:
1) we have the best price
2) we have the best selection
3) you need to buy jewelry in order to have a happy relationship.
Ultimately, unless you’re convinced of point #3, points #1 and #2 have little effect on you. I, for one, am CONVINCED that the best prices are to be found at The Shane Company, and that’s without having done the first bit of comparison shopping. That’s just based on their commercials, which annoy the tri-color gold bejeesus out of me, but which have convinced me nonetheless. I’m immune to their wiles, though, because I know that #3 is a load of four-color horse-pucky.
Back to the commercial I was listening to. It was for the “Jarah” jewelry stores, which I’ve put in quotes because I’ve never seen the name in print, Google turns up nothing on the various spellings I’ve tried, and I’m not about to spend more than two minutes getting the name right for a store I have no intention to set foot in.
The commercial: it was aimed at #3. They wanted to convince me that buying jewelry would be good for my relationship with my wife or girlfriend. Yes, this ad was targeted at MEN. I could tell because they had a man in the “testimonial” slot, and he was doing a good job of sounding like the sort of everyman who-is-really-special-but-don’t-tell-the-guys man. And he told me that he told her he loved her, but that actions speak louder than words.
What he really wanted me to believe was that for the elements PURCHASES, ACTIONS, and WORDS, PURCHASES = ACTIONS > WORDS. Or, for the less geeky (what ARE you doing sniffing around a Live Journal on the internet, anyway?) “Money can buy you love.”
*sigh*. Yes, actions speak louder than words. You want her to know you love her? Don’t SAY something nice. DO something nice, and then don’t go out of your way calling attention to it. I had an ecclesiastical leader once who shocked his congregation of 1st-year college students by saying “I love my family far more than I love any of you.” The kids were horrified — we thought this guy was our best friend. Well, he followed up by saying “This is because I have served them much longer than I have served you. We learn to love as we learn to serve.”
The pathetic thing is that I think the folks writing that Jarah ad may actually BELIEVE that money can be substituted for genuine service. At least I HOPE so. That way I can console myself in the thought that they’re ignorant, rather than evil.