Murray's Jewellers Repair Service- Cinema Advertising Slide
Murray's Jewellers wanted to be known for more than just fine jewellery- this slide (seen at the cinema) highlights their expertise in watches and clocks. The clock pictured was a popular mantlepiece design from the 1940s and 1950s, as is the ladies watch.
A fine timepiece was an expensive purchase so when they wore out they were often repaired rather than replaced. MAVtech has cinema advertising slides from quite a few clock repairers which shows the demand for this service.
If you look closely at the watch in the ad you'll notice that the hands are set near ten minutes past ten. Most ads for analogue watches show this time as it looks like a smiley face. Studies have shown that it makes people view the product more favourably- and it was first widely used in the 1950s! Was this ad one of the first in New Zealand to use this trick? You can find out more about the effect via the link below...
https://www.hodinkee.com/articles/science-says-1010-hands-in-watch-ads-are-a-subliminal-soft-sell
No details can be found at the time of writing about Murray's Jewellers but their address suggests they traded in Levin- as does the fact that this slide was found amongst others from the town. This is one of many slides MAVtech has from Murray's Jewellers so they must have either been very popular or wanted to be!
This slide proclaims that Murray's were specialists in diamond rings- and another one of their slides (searchable on Kete) is advertising them.
