Tiffany&Co Essay

Topics: Diamond, Tiffany & Co., Louis Comfort Tiffany Pages: 15 (5855 words) Published: August 25, 2013
This research will examine the issue of Tiffany&Co Jewelry Company as one of the many worldwide famous companies who influence the consumers in specific way. Their advertisement strategy and products are presented with class and style, as their creators intertwined many symbols. The symbolism in Tiffany&co can be seen in every advertising video or picture, and even in their products. The topic is very interesting in two aspects:

First of all, it is very rich of symbols. As mentioned, they can be seen in the jewelry. For example, a diamond heart pendant. The heart has long been used as a symbol relevant to the mental, emotional, moral, and in the past also as a symbol of intellectual core in man. As widely believed that the heart is the core of the human mind, the word "heart" is still used poetically to refer to the soul, and stylized depictions of hearts are extremely prevalent symbols representing love. In religious texts the heart is attributed many mystical significance, or metaphor, or a body which is sincerely believed that he had a spiritual and heavenly qualities. Many classical philosophers and scientists, including Aristotle, looked at the heart as the basis of the mind, the reason or the emotion, often rejecting the value of the brain. Stoics taught that the heart is the seat of the soul. In European traditional art and folklore, the heart symbol is drawn in a stylized shape. The shape is partly associated with romantic love, often seen on cards for Valentine's Day, a box of cookies and objects of modern pop culture as a symbol of love. The figure of the heart is formed by the back and the wings of a dove that is in question connected with Aphrodite, the ancient Greek goddess of love. Second, but not less important, is the influence that Tiffany&Co has over its customers. The famous blue color, the little blue box, and the precious diamonds – each little detail brings the thought of Tiffany. Advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners, sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves associating a product name or image with certain qualities in the minds of consumers. As it is seen, Tiffany&Co advertising is very successful. The brand is internationally known and cherished for the quality of the products it sells. It is specially connected with the Valentine’s Day as the diamond jewelry might be considered symbols of love and happiness. The Valantine’s Day advertising promotes that a Tiffany jewelry is the best present you can give to your beloved partner in life. Through the last few years can be seen that companies give more and more money in advertising, which is proven to be one of the best ways to attract new customers. The visual element is also very important – the customers have to easy recognize the brand and immediately connect it with quality. The research conducted in few steps. First of all was to define a topic and theses. After this comes the question, what reliable recourses could be used to support the theses? I started my research by visiting the Tiffany&Co’s official website. I looked the products they offer and I immediately noticed the “hidden” symbols. I asked myself, what is the meaning of each one of these symbols? Reading the history of the company, posted at the same website, I felt like I was reading a fairytale. The story influences its readers in an almost magical way. Founded by Charles Lewis Tiffany and John B. Young in New York City in 1837 as a "stationery and fancy goods emporium," the store initially sold a wide variety of...

References: Author (2003): Michael Birnie, The Navy Museum Public Affairs – “Tiffany” Medal of Honor Comes to Navy Museum”.
14. United States Court of Appeals for the Second Circuit, August Term, 2008.
Author (2013): Chad Bray, New York, The Wall Street Journal – “Tiffany executive gem theft charges”.
Author (1989): Edward Jay Epstein – “Have You Ever Tried to Sell a Diamond?”
http://www.theatlantic.com/magazine/archive/1982/02/have-you-ever-tried-to-sell-a-diamond/304575/?single_page=true
Author (2012): Maria Snytkova – “Russian diamonds to shine for Tiffany”.
Author (2013): Paul Zimnisky – “The state of 2013 global rough diamond supply”.
Author (2004): Aravind Adiga – “Uncommon Briliance”.
Author (2007): Elsa Wenzel – “Synthetic diamonds still a rough cut”.
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