Michael Hill Advertisement

Cassie Fisher
Terryl Atkins
VISA 1500_01
September 23, 2020

Assignment 1 Part A

It is often said that a picture is worth a thousand words, which is believed to be true when it comes to this advertisement. The ad I found was hanging outside the Michael Hill store in Aberdeen Mall. It’s a commercial ad that shows what types of products they sell and the outcome one could have by purchasing a product from their store. It is showing a couple who just got married, focusing mainly on the female and how happy she is after the event and after receiving a ring purchased from Michael Hill. Her smile is large and bright which helps catch the consumers eye and giving them the realization that they too could be that happy after purchasing a product from their store.

After looking at the ad, it is apparent that the rings are in the very centre, the main focal point of the image. If you look up from the centre you see the happy newly weds, and if you look down you see the companies name. From top to bottom, or bottom to top, it tells a story. You enter Michael Hill, purchase a beautiful ring, and the outcome in a happy wife. The opposite could relay that a bright smile coming from this happy woman, was because of the ring that was purchased at Michael Hill. I came to notice as well that the purple was complimented by what seems to be yellow flowers of some sort, they are blurred in the image but still relevant, and based off the colour wheel they are opposite from one another causing visual excitement to the consumer.

I believe the images intended effect is the desire to be that happy from a materialistic item. The ad makes the consumer hopeful after seeing the effect one item has. I think that the initial target group would be females because as they say, “diamonds are a girls best friend” and I think its quite effective in getting the message across. Personally, the image doesn’t have much effect on me, I mean sure I do enjoy a surprise gift from my significant other whether it be a necklace, a ring, something, but my love language is more quality time, or physical touch. I appreciate spending time and creating memories that cause me to smile rather than receiving an item to cause me to be happy.

I do recognize this company as it is in most of the shopping malls I have been to, and they do have ads on television and in various locations. I did manage to find a website that discussed the strengths and weaknesses of Michael Hill and I decided to take a bit from the weaknesses as I didn’t recognize much from the ad alone. “Weakness are the areas where Michael Hill International Limited can improve upon. Strategy is about making choices and weakness are the areas where a company can improve using SWOT analysis and build on its competitive advantage and strategic positioning.” Regardless, Michael Hill is a well-known company and their advertisement is smart in relaying a message and creating a very happy atmosphere.

Work Cited

Department, Strategic Management. “Michael Hill International Limited SWOT Analysis Matrix (Strengths, Weakness, Opportunities, Threats).” Fern Fort University, Fern Fort University, fernfortuniversity.com/term-papers/swot/nyse/4405-michael-hill-international-limited.php.