Evaluation of Roberto Coin’s Jewelry Commercial

One of the pages in the magazine Veranda, issued in October 2008, contains a jewelry advertisement issued by Roberto Coin, who is trying to sell different pieces of jewelry. For example, the dark background is used to enrich Robert Coin’s product in its contrast with the pale woman, which plays a leading role in the advertisement. The body and facial features of the women makes the viewer pay particular attention to the jewelry. The fact that she is in front of a cityscape raises the aesthetic appeal of the jewelry by making the woman seem ‘trendy.’ The models pose in this advertisement also works to the advantage getting more buyers interested in his jewelry whether it is a bracelet, ring or necklace.

In the advertisement by Roberto Coin, the women’s facial features facilitate in making the ring on her finger the most noticeable. The heavy shadow around her face draws attention to everything else in the advertisement and has the viewer focus their eyes towards the top area of the photo. The positioning of the model’s head is attention grabbing because aside from her pupils, it is pointing in the direction opposite the ring, in turn, making the ring the dominant component in the top portion of the advertisement. The women’s ears are partially covered by her hand consequently making her ear seem like a bar on a building when compared to the ring. The sides of the models lips direct the attention to the jewelry because they work as an arrow that guides the consumer towards the ring. Aside for her facial features, the women’s head and hair are used to make the ring stand out right away. The woman pushes her hair back with the ring hand. This draws attention, by means of contrast, away from the dark straight hair and onto the ring. Another accessory that makes the ring stand out is the whole head, including the chin, which all points downward to the left however the ring is pointing upwards and to the right. One clever component to the photo in this advertisement is that bone in her neck aligns with the hand that has the ring on it. Robert Coin was very clever in the way her arranged the woman’s facial features to direct attention to the product at hand.

There are a few peculiar details about the ring. The color of the ring is not consistent with the necklace and bracelet because the ring is reflecting a purple color and although a color similar to purple is used in the background, purple is not seen anywhere else in this advertisement. The color is exemplified by three shiny diamonds. The three layers of diamonds under these three shiny circular diamonds were also used for the necklace and bracelet. The ring is on the model’s wedding ring finger, which adds a romantic tone to the consumer. Another similarity between the ring and bracelet is that they point in the same direction.

The women’s body position and clothing facilitate drawing the attention away from the ring and onto the necklace. Her body is facing the right side in the same way the ring and necklace are. Her dress is a dark gray color which adds visibility to the necklace. Her dress is also crumbled in a way that brings texture and attention to that part of the body. The model’s arm is similar to to her neck that holds her necklace because it holds her bracelet; both the arm and neck are slender and have a triple-banded diamond chain hanging from it.

The necklace is not as large as the dress but it is still attention grabbing because its luminescent white color make the size irrelevant. The necklace contains circular parts or tiny diamonds, which are likewise present in the other jewels, caught my eye. I could not resist looking at the glow of each individual diamond meanwhile the necklace contained many diamonds. Finally, the direction of the necklace is the same as the direction of her bracelet.

In addition to the necklace and the ring, the bracelet also attracts the eye of the consumer right away. The arm that had the bracelet on it is draped on a black couch making the white diamond bracelet hard to miss because of the massive color contrast. In comparison to the other jewels, the women’s arm is closely related because it is pointing upwards to the right. Moreover, the bracelet shares the same radiant quality that the other forms of jewelry contain. It is a wonder that the hand that did not have the ring on it was not shown in the same was; it was probably so that it would not draw attention away from the bracelet.

The background is a crucial element to this picture; the darkness makes it seem like the women is sitting on a black couch and floating in mid air, adding a very dreamy aspect. This technique draws potential consumers’ attention away from the couch and the city directing it towards the woman instead. Assuming that was why the structures of the buildings and bridges were not part of the advertisement, the only element that the viewer can see are different colors of lights, which, ironically enough, shine like diamonds. On the top left hand corner of the advertisement there was much more lights because the ring was on the top right side of the advertisement. The events taking place inside the windows were blurred out because it was not crucial to the purpose of this advertisement. The individual windows and lights might draw attention to the individual parts of the jewelry because all those rectangular windows command more attention to be paid to the details of the jewelry in the advertisement.

Finally, the tiny white words on the very bottom and on the left side of the page say that Roberto Coin will donate money he made from his jewelry to the youth aids. This component of the advertisement is very likely to help bring customers, because in addition to getting the lustrous jewelry depicted in the picture, the consumer also gets to feel like he is also donating money to a good cause. The small logo for youth aids looks like a child, which draws in the consumer even more. The fact that the youth aids comment is the only text on the actual photo part of the advertisement practically doubles the attention it is receiving by the viewer.

When Roberto Coin made this advertisement, he tried to get people infatuated with their jewelry that way more people will buy it. He intended to show us the status of the woman. She is living the American dream because you can see she is very well off from her clothes and jewelry. She is also living out the night life in a big city. This advertisement gets potential consumers to envy this woman simply because of her high status. This directly markets to the very few people who would be able of afford just an expensive jewelry set. If someone is as rich or as beautiful as her, they should be wearing the same jewelry as her too.