WARD, Individual Post 1

http://www.youtube.com/watch?v=ltA50HKyM14&feature=related

This commercial starts off with a couple standing in a house, looking outside the window, at a terrible storm going on outside. There’s a huge burst of thunder, and flash of lightening, then the girl gets scared, jumps back, and falls into the guy’s arms. The guys says, “I’m right here… and I always will be,” and then presents her with a necklace from Kay Jewelers. The advertisement is designed to promote their line of jewelry called “loves embrace.” They advertise the jewelry as a design which “captures the comfort found in each other’s arms,” and say, “you can now surround her with the strength of your love.” The advertisement ends with the woman saying, “don’t let go… ever,” and the famous, “every kiss begins with Kay.”

It appears as if this commercial is trying to give the impression that by giving a girl jewelery from this line you are promising longevity in the relationship, and will be together longer. The man and the women both promise and say that they never want to let go, and want to be with each other for a long time. The commercial is trying to convince people that if you give your girlfriend this product she won't want to leave you, and will want to stay with you for a long time. I found it interesting that the guy gave the girl a necklace as opposed to a ring. Generally when saying that you will always want to be there would mean that you would propose. Instead he opens up the box and shows a necklace. This suggests that the commercial could be aimed for couples who would like to be serious, but are having trouble tying the not. The advertisement promotes things like, "surrounding her with the strength of your love," which suggests that the relationship is very serious and intimate. By popping open a necklace instead of a ring could have something to say about society. This might suggest that Kay Jewelers feels that most people are having trouble tying the knot, and getting married, so it is more beneficial to promise seriousness and longevity without having to get married.

The color tone of the commercial was also interesting and set the mood for the commercial. The commercial had dark warm hues and was mainly lit by firelight. This cast a romantic feeling on the commercial and it felt warm and calming. The colors have a impact on the mood of the viewer and puts them into a warm wonderful feeling.