H. Samuel is a mass-market jewellery chain, operating in the United Kingdom and Ireland. The chain is part of the Signet Group who also own the Ernest Jones and Leslie Davies high-street jewellery store in the UK. The H. Samuel story began when Harriet Samuel took over her father-in-law Moses Samuel's clock-making and silversmith business in Liverpool. The first store opened in Preston in 1890, with Rochdale and Lancashire following close-by. As of February 2008, there are 375 stores across the United Kingdom.
The advert I will be critiquing is the H. Samuel - The Forever Diamond Christmas Advert 2013. The Forever Diamond range with the jewellers has a wide range of jewellery that is a perfect gift for women; containing necklaces, earrings, rings and bracelets. The 19-second clip hit our screens in late November ranging on a number of television channels, however, mainly ITV. The advert is believed to have been shown during hit TV shows The X Factor and I'm A Celebrity to reach the target audience of adults.
H.Samuel The Forever Diamond Advert 2013
This advert is a feature advert from the H.Samuel Christmas Advert's 2013, which all appeared on recurring nights throughout the period leading up to Christmas. The other advertisements were selling different products such as the Radiance Collection and Watches. Stating the obvious, this advertisement has used a number of super-imposed features to really emphasise the beauty of the jewellery they are advertising. I think this is a really good way of grabbing the audience's attention.
The advert begins with the stereo-typical Christmas star and what looks like a mini Father Christmas, and then the star begins to morph into a snowflake with the traditional H.Samuel logo through the middle. This gives the audience a clear representation of what brand this advert contains information for. In this day and age, social networking sites and the traditional word-of-mouth technique will give people a clear idea that H.Samuel is a jewellers, and people will know this without thinking they're aware. The logo may be a little simple compared to others, but it keeps the cleanliness and sharpness in depth with other jewellery brands such as Pandora, Links of London and Ernest Jones.
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| Time frames of the appearance of the ring |
This section of the advert is really well done and emphasises everything about the ring. Using the glistening glitter (shot 1, above) and quickly revealing the element of jewellery engages the viewer in the advertisement. Linking with this, the ring is also (was) currently at a discounted price, so the advert clearly shows in the bottom right hand corner of the screen (not in photos above).
Comparing this advertisement with the Pandora Christmas Advert 2013, there are a number of similarities and quite a few differences. The concept of the advertisements are obviously both the same, and this is to display the jewellery in a sense of fashion that it looks classy, elegant and beautiful, resulting into more purchases from the audience. With both adverts, again, the audience will contract the word-of-mouth endurance and have the typical conversation; sitting in front of the television, saying to whoever they're sitting with "That's amazing! Please get me that!" or something along those lines.
Pandora Christmas Collection Advert 2013
(*) Points marked with an asterisk have been expanded below bullet points.
Similarities:
- Both advertisements have a key impact with the display - a seductive mannerism showing off the simplicity and delicate jewellery to offer
- *The snowflakes and stereotypical Christmas design colours (blue/grey/silver) appear in both advertisements to capture the essence of the season
- *Sound effects can be heard in both advertisements, and this will attract viewers from a very wide age range as it is not a distinctive genre of music
Differences:
- The H.Samuel ad has a voice-over throughout the whole advertisement, meaning the audience don't necessarily have to watch it, they can listen instead
- The Pandora ad has a much longer time slot, showing more of a wider range of jewellery, yet the H.Samuel ad only shows a few items from their Christmas collection
- *The Pandora ad does not show the prices whereas H.Samuel does
- The H.Samuel ad has much more super-imposed/special effects, which possibly indicates a higher budget than what the Pandora advertising company had
The snowflakes and stereotypical Christmas designs and colours show a clear representation that both advertisements are displaying their Christmas range. As all of the jewellery in both ads are showing jewellery for the women, the advertisements, in hindsight, are aimed at the men. This changes the whole perspective on both adverts to be believed that the adverts are so simply designed, so the men go out and buy this jewellery. This then also links with the price displayed in the H.Samuel advert, and the price not being displayed in the Pandora advert. There are two different ways of looking at this, and they both have advantages to the audience. The first being, with the price being displayed, the audience know roughly how much the jewellery costs and will have to do no further research other than buying it. The second being, with the price not being displayed, it will persuade the audience to either go in store, or look on the website, at the prices. These are both really good marketing schemes that work in no matter what any company is trying to sell.
In my personal opinion, I much prefer the Pandora advertisement. I like the simplicity of it, and it makes the products seem like the perfect Christmas present. With the H.Samuel ad, I feel like the products being advertised can be either a birthday or Christmas present, and they're not for a specific holiday or event.
Cheerio. :o)
- Olivia.
http://en.wikipedia.org/wiki/H._Samuel - accessed on 9th-Feb-2014
http://www.hsamuel.co.uk - accessed on 9th-Feb-2014
http://www.pandora.net/en-gb/explore/collections/christmascollection2013 - accessed on 9th-Feb-2014
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