Advertisements, most notably on television, lead people to believe that products can improve one’s luck in love. It’s no wonder divorce rates keep getting higher. If people honestly believe a Tiffany’s necklace will deepen their connection with a significant other, or that a body spray will miraculously make them more physically attractive, they will find themselves horribly disappointed. These material goods have seemed to replace an emotional bond, leaving some love lives tainted. Ignorance and emotional detachment aren’t the only threats faced because of these ads. It will be sorrow instead of true love that consumers find once they realize the money they have wasted.
Jewelry stores are especially good at making a connection between their products and love. While they do play off some women’s notion of diamonds as the perfect romantic gift, stores have contributed greatly to help shape this belief. This can add pressure on the guy to buy his girlfriend or wife a diamond even when, in reality, he can’t afford it. These advertisements also set women up for disappointment and even resentment if twhey do not receive jewelry or do not receive the diamond with the right amount of carats or the perfect cut. It may leave both sides feeling like they can’t win, causing tension between the couple.
One example is Kay Jewelers, whom is known for the slogan “Every kiss begins with Kay”. Their TV commercials are plastered with smiling couples as the man presents the woman with diamonds and always ending with the woman leaning in to kiss him. The commercial makes it seem like it’s just that easy to buy love and happiness. It’s true that women love gifts, especially expensive gifts, but that can’t replace the true feeling of love. When it comes to love, the emotional bond and thoughtfulness is much more important. Men will be sorely disappointed when they find out they can’t fix all their problems by simply buying a nice gift.
The jewelry store Jared’s is also guilty of this. One commercial includes girls fawning over a text message from their friend. The text has a picture of diamonds from Jared’s with the words “He went to Jared’s!”. The girls then send back a text asking if the guy has brothers. The commercial ends of course, with the man and woman kissing, seemingly deeply in love.
Axe body spray advertises their product as if it will make men who wear it more attractive to women. In the commercials, the wearer of the body spray finds women throwing themselves at him. The maint problem this poses is the disappointment of men when they realize they haven’t miraculously become more attractive. Men can’t really think that women would just throw themselves upon them because of a cheap body spray.
Apparently that seems like a common theme when it comes to men’s body spray. TAG body spray used the same concept in an older commercial where a guy, supposedly wearing TAG body spray, walks out onto a football field where cheerleaders are practicing. As he walks by the cheerleaders, the girl on the top of the pyramid jumps on top of him. At the end of the commercial is a “warning” that says “Use caution when wearing TAG Body Spray in the vicinity of a multi-hottie pep pyramid”. Guys may be somewhat disappointed when they find they don’t yield the same results when wearing the product.
Women’s fragrances are also advertised in a similar fashion. Britney Spear’s first fragrance, Curious, includes the tagline “Do you dare?”. The advertisement behind it plays into fantasy. In the commercials Spears finds a love interest at a hotel and thus plays up the sexual fantasy. Many glimpses of images flash across the screen, including Spears and her love interest, a cartoon, a flower, a rodeo and waves crashing against the beach. This suggests to women that their fantasies in love can be reach simply from a celebrity endorsed bottle of perfume.
Chanel No. 5 has also advertised its product with a connection to love and fantasy. The TV commercial with Nicole Kidman has her fleeing from the celebrity life into a cab already occupied by a guy. Next it flashes to the two of them on top of a rooftop. The two stay on the roof having their seemingly picture-perfect love affair. The man dips her and kisses her and fireworks go off in the background. Inevitably Nicole Kidman goes back to her celebrity life but as she walks down the red carpet she turns back, looking up to the rooftop where the boy sits watching her. The advertisement suggests to women that they can their dreams in life and love, with Chanel No. 5 of course.
Advertisements stretch the imagination and come up with an ideal fantasy when trying to sell a product. As people seem to obsessed with love stories and romance, it is no wonder that companies use it as a top marketing strategy. Viewers need to be aware of this however, when they watch the commercials because losing the ability to distinguish between reality and fantasy could lead to a lot of dissatisfaction and frustration when things don’t turn out the way it was portrayed. These TV commercials have caused people to connect with material goods instead of a deep-set emotional connection. Men and women will both be disappointed if they put too much of their heart into getting things they were they are depicted on TV because it’s not reality.