Jewelry for Affection

Every Kiss Begins With Kay?  Really?!

 

 What if I found out yesterday my husband cheated on me with my sister, but today he came home and gave me jewelry from Kay. Would that deserve a kiss?

How about if my stepmother just bought me that bracelet I wanted because she wants me to like her more than my mom? Should I give her a kiss on the cheek like I do my mom since the bracelet's from Kay?

And what if my boss who sexually harassed me just gave me diamond earrings to say he's sorry? How about I give him a kiss on the lips because hey after all the earrings are from Kay Jewelers?

 

 

These are just some of the scenarios that come to mind when I think about Kay's slogan. Probably not the images Kay was hoping would come to your mind, but the slogan is very vague. It doesn't let you know if they're talking about a romantic relationship or not. After all you can kiss family and friends too who may give you jewelry. And how do we know they're talking about a heterosexual relationship where the man is giving the woman jewelry? We don't know this either. The slogan by itself doesn't say every kiss between a man and a woman who are madly in love with each other begins with Kay.

The slogan doesn't describe the relationship at all, but the commercials do. In fact the commercials for Kay usually depict an attractive man and woman of the same race and about the same age in a loving relationship. 

Most commercials for Kay Jewelers show a man surprising a woman with a piece of jewelry. Her face lights up and she smiles. Then she gives him a big kiss. Then comes the tagline "Every kiss begins with Kay."

 

It's funny because here I thought kisses began with love and or attraction.  Not according to Kay Jewelers. According to them, kisses are a way to reward someone who just gave you jewelry. Oh but not just any jewelry, jewelry from Kay.