Ad Analysis_Abhimanyu_Sharma_199_IM 19

DeBeers Diamond

Ad analysis:

Through its bold advertising, diamond giant DeBeers did something extraordinary - it managed to convince generations of men and women that the only acceptable symbol of an engagement was a diamond ring.

The "A Diamond is Forever" campaign was launched in 1948 and was named by Advertising Age as the most effective campaign of the 20th Century. Prior to it, diamond rings weren't synonymous with marriage or engagement. But DeBeers changed that.

Diamonds aren't particularly rare, but they are the hardest substance on earth - a quality that lends itself to notions of eternity. In pointing that out, and infusing it with notions of romance, DeBeers literally changed Western culture.

                                                                 Volkswagen Beetle

Ad analysis:

The ad shows a young slim model walk into a posh restaurant alone. She orders a large spread. Surprised by the order, the waiter asks her if she’s waiting for someone to join her for her meal. 

She replies in the negative and goes on to eat the food with an enthusiasm that astonishes the people on nearby tables, including the restaurant staff.

The ad –curves are back is based on the proposition that Beetle was one of the most popular iconic cars sold in the 60s, post which it went into a deep slumber.
It was revived in the 90s and since then zooming its way back to its previously owned mantle! Naturally then for this car, one of the key elements was its design differentiation. There are hatchbacks today none of whom match the curves of the Beetle. Anthropology has one understand that curves trigger a deep rooted emotion of happiness in our minds because curves represent human form of face and signify completeness (circular forms). 
Also this advertisement on ‘curves are back’ is as topical as it can get. This was at a time when the world was seriously questioning the anorexic models and ‘size zero’ phenomenon. So true to what the brand did in the 60s (lemon/ think small/ petrol/ the beetle on zebra crossing or any of the other ads posted were all topical) they have continued the link of being topical. The Beetle is a very curvy car. It has never been a car that follows a set pattern. When everyone was looking to go big, the Beetle stayed small. It has always been more than just a car.