Jewelry Advertisement Quotes

Everyone does this shit.’” I paused, letting Elliot's words hang in the air. Then I said, “There's no denying that he had a point. You see it in jewelry stores all the time: They inflate their price tags and then mark things down right in front of you so you think you're getting a good deal.” I paused again, then: “And all this business about an overorder isn't much different than all those stores you see advertising ‘ going-out-of-business sales.’ Most of them have been advertising the same going-out-of-business sale for the last ten years, and in ten more years they'll still be going out of business!

Beneath the hundred thousand women of the elite are a million middle-class women, miserable because they are not of the elite, and trying to appear of it in public; and beneath them, in turn, are five million farmers' wives reading 'fashion papers' and trimming bonnets, and shop-girls and serving-maids selling themselves into brothels for cheap jewelry and imitation seal-skin robes. And then consider that, added to this competition in display, you have, like oil on the flames, a whole system of competition in selling! You have manufacturers contriving tens of thousands of catchpenny devices, storekeepers displaying them, and newspapers and magazines filled up with advertisements of them!

Diamonds are intrinsically worthless, except for the deep psychological need they fill. —NICKY OPPENHEIMER, CHAIRMAN OF DE BEERS     Advertising

repeatedly despite my feeble protestations. I would soon discover—perhaps the last person in America to do so—that this film was part of an entire ecosystem—books, clothes, jewelry, accessories—designed to support the launch of a new doll named, you guessed it, McKenna.

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Provide a little suspense so that the reader has to come to a conclusion on her own using intuition, thought, sensation, and emotion, and you’ve got a very good force working for you. Let me cite an example from an ad I wrote on digital watches. The ad was for an alarm chronograph digital watch for which we were charging $99. At the time, Seiko was the standard of comparison for this type of watch. Seiko was the first out with the new technology. The following paragraph from the ad best exemplifies what I’m talking about: The Seiko chronograph alarm sells for $300. The watch costs jewelers $150. And jewelers love the item, not only because of the excellent reputation of the Seiko brand, but because it’s probably America’s best-selling new expensive digital watch. And Seiko can’t supply enough of them to their dealers. Now, note what I didn’t say but what was still rather obvious. Read the quote again to see if you pick it up. Give up? What I didn’t say was that the jewelers were making a small fortune each time they sold a Seiko. I didn’t have to say it, yet the readers could come to their own conclusion all by themselves using their intuition, thought, and emotions. Had I made it too obvious, by adding the line “and jewelers are making a small fortune,” it would not have been as powerful. The mind had to work a little to reach a conclusion through its own thought processes. And when the reader compared our $99 watch with the Seiko, it appeared that the jewelry stores and Seiko were soaking the consumer.