Expect to Be Impressed is the promise in this ad for Doris McLendon's Fine Jewelry in the Memphis Commercial Appeal. Her pretty face, that gorgeous red top and and fine gold jewelry combine for a powerful signal. It's all so Christmasy. The subtle benefits are tucked in to the crimson ornament, leaving the sell too soft and absent any tangible proof of savings. Give designers high marks for layout and branding but the results are sure to be disappointing in today's retail economy.
