This ad first caught my eye with its display of strong geometric patterns and sharp contrasts. The more I studied the scene however, the more I was captivated by the meaning I could find behind it. To me, this image is a fantastic metaphor for marriage.
In the photograph, a well-dressed (and therefore successful & promising) couple emerges from a set of arched doorways. They are crossing through a threshold in life together and are intently focused on each other. They head up the stairs (“up” being a positive direction) to a new world that cannot yet be seen. However, this new mysterious world is big, fresh, and full of light. Their future seems full of promise, and a Tiffany’s engagement ring signifies the beginning of this journey.
Interestingly, even though I interpret this as an engagement ring ad, nowhere does it actually say the words “engagement” or “ring” on the two-page spread. For all I know, the man could be holding a mother’s day present that he will later give to his grandma. But here, my mind has subconsciously filled in the gaps and created a story based on what I know about Tiffany as a brand.
Through effective marketing, Tiffany & Co. has educated and trained consumers to automatically associate its brand with engagement rings, luxury, and romance. The brand has been relentlessly consistent with the messages it presents, the images it uses, and the color scheme it employs. Most people are able to recognize the “Tiffany blue” when they see it. To be consistent and strong in all communication touch points with consumers has allowed Tiffany & Co. to become tremendously successful in building a distinctive brand and gaining traction in the consumers’ minds.
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