Look at this ad, as you may have, on passing by one of the highways in Mumbai, and see if you can notice what has gone wrong with the non verbal communication of this ad, as with a few other ads of the same jewellery brand, Nirav Modi.
In the above shot, the size of the handle of the umbrella that the model is holding is so big that it is drawing attention away from the neckpiece and to the handle itself. More importantly, the model is holding onto the umbrella rather too tightly, which signals anxiety or nervousness. This is not in tune with the relaxed expression being projected on her face, with parted lips and an unfurrowed forehead.
As a race, humans are naturally trained to read emotions and expressions of others at a subconscious level. Mismatch of expressions might not be technically evident to the viewers of the ad, but they would be able to sense ineffectiveness in the shot. Worse still, the ad might get completely overlooked.
This is one of the better ads of the brand, where the model is portrayed to be a girl next door, with minimalistic makeup and dressing. However, the intensity of the light falling on the neck is taking attention away from the earring and possibly also the neckpiece, rather than to it.
Making the girl look beautiful would work only if, at the same time, the object being advertised was being highlighted to the same extent. Of course the brand name in bold red does not fail to make the bypasser register and connect the ad and the brand, but independently, a bit softer light may have worked wonders, even if at the same angle.
The pose captured here is perhaps intended to be sensual, with the model shown with outstretched neck and arms but the angle is incorrect. From the back, the effectiveness of the sensuality gets dimmed and there is no focus on the jewellery. The punchline, A Promise set in diamonds, fails to be conveyed through this particular shot.
Here, we see the model travelling in a posh car, with a play of light being reflected in the window glass, consistent with the first ad, where you see a similar play of light with raindrops. However, the model’s expressions fail to justify her looking down through the window, instead of outside. If one is looking down, you would expect a hint of curiosity on the face, but the forehead shows not the slightest crease.
Consistency in an ad campaign is necessary, but the creative team would need to take a call upto what extent to maintain this consistency. While parted lips do work to increase the sensual appeal of a female, the exact same expression of the model in all shots just might end up in creating a kind of monotony which one would not want to project, given the time and money spent behind such campaigns.
To see an effective jewellery ad campaign, read Sensual and Appealing – Ad Campaign by Tanishq