What a girl wants? What a girl needs?
by vivianwl ~ February 3rd, 2011. Filed under: Uncategorized.
Sigh.
As I was looking through a friend’s marketing blog on Diamonds, my feminine instincts got me surfing through Youtube, watching videos of Tiffany & Co. promoting their beautiful, sparkling jewels. From their signature turquoise boxes to their gorgeous models, they’re capable of capturing every girl’s inner desire for the one and only: diamonds.
Like Fion had mentioned in her blog post, diamonds are truly a girl’s best friend. It is a prime example of something that satisfies our esteem needs, based on Maslow’s Hierarchy of Needs. They define a woman’s social status, importance, and self-confidence. I see it every time I have dim sum with my mother and her friends. A typical dim sum lunch consists of a lot of gossiping and flaunting of one’s jewelries. The shinier and bigger it was, the greater the praise from everyone at the table. Having a diamond ring on your finger meant that you were either passionately loved by a man willing to buy you one, or that you were so financially steady that you could purchase one yourself. Either way, it was something for a proud woman to brag about. But how did this mentality, this attitude come from? And do girls really need one?
Perhaps it’s due to commercials from well-branded stores like Tiffany & Co. They strategically influence consumers’ attitude in an affective way. The affective component of our attitude involves what we feel about the product and our like or dislike of the product. How does Tiffany & Co. do that? If you watched the Youtube video presented above, you would know what I mean. Just look at her smile, revealing her perfectly straight pearly whites, as the dreamy man appears before her with the famous turquoise box, encompassing the shiny 1 carat diamond ring. Look at how complete the family looks as they carry the Tiffany & Co. bags as they walk hand-in-hand together home. Look at just how beautiful she looks in a white silk gown matched with diamond earrings and necklaces. A typical girl would watch in envy of this gorgeous woman who had it all: the man, the children, and the diamonds. It felt like, with the diamonds, everything seemed more glamorous, beautiful, and perfect.
Men, watch your wallets. Be prepared to buy something expensive this coming Valentine’s Day.
