Diamonds are Forever

Advertisements are produced to not only market a specific product but to also see the “lifestyles” that are associated with the merchandise.  A prime example of selling the lifestyle is the advertisements for Kay Jewelers.

Kay Jewelers sells diamond jewelry, but it is not only the diamond that is desired.  The greater overarching desire presented is the perfect romance that comes with the purchase of a Kay diamond.  The desire of an epic romance fits Jack Solomon’s description of “living the fantasy”.  The commercial starts out with a seemingly happy good looking couple, but there is the underlying sense that something is amiss.  And what is missing? Not real feelings, values and commitment but a Kay diamond.  The cheesy husband pulls out the box of jewelry to his utterly surprised wife who cannot believe “he went to Kay’s.”  The body language is key in this commercial.  Their bodies are angled toward each other and the couple is so enveloped within their romance that they don’t look anywhere else but each other’s eyes.  That is the ultimate fantasy to be desired here, to be so enthralled by love that nothing else in the world is relevant.  The so in love couple does not even “notice” the camera. 

Kay’s slogan is “every kiss begins with Kay”.  The messaged broadcasted with the advertisement and slogan seems to be when you are that wrapped up in your romance there are no real problems and if something goes wrong it can always be smoothed over by a nice diamond.  If you give your significant other a piece of Kay jewelry your life will fall into place and you will forever be happily in love, no real worked involved just the purchase of a diamond.  In real life a substantial relationship is certainly not founded on jewelry.  A real relationship requires a lot of work.  Real life problems are seldom resolved with a diamond.  But according to Kay’s, buying their engagement ring will seal the deal to the perfect marriage.  The Kay diamond is not just for the young couple ready to move forward with their relationship but it is also for the already established family, or it can be used to reignite the spark in any relationship.  Receiving a Kay diamond will strengthen any bond. 

Unlike the majority of advertisements Kay does not delve too deeply into sexual desires, it stays away from smutty themes and sticks to the perfectly polished couple that will grow into the white picket fence American family.  The intimately embracing couple keeps their clothes on and keeps their passionate kiss PG rated.  It can be inferred that the couple will have a fantastic night but nothing in the commercial directly says that.  The clean feel good vibe goes along with the idea of the polished upper middle class American.  This product is classy but for a variety of couples.  The diamond is the most extravagant item featured in the commercial, everything else is in the upper middle class range, which makes the product look more available to the average person.    

Going along with the clean Kay vibe is the idea of the conservative American family that is featured in some of the commercials.  In the mother day commercial the perfect kids help dad get mom the perfect diamond.  This theme goes along with what Jack Solomon calls populism.  All Americans want the golden family.  To look as if you have the white picket family is to “belong” in what all Americans are expected to have.

Kay Jewelry is promoting their diamonds with the fantasies that many people desire.  Who doesn’t want a successful relationship with the person that you love?  But receiving a Kay diamond does not mean you receive the perfect relationship.  Relationships are things that require work and are not always happiness and sunshine.  So beware consumers, purchasing the product does mean that you automatically receive the lifestyle marketed with it.