Valentine's Day. It's start is unknown, though there are various theories on it. It is most commonly linked to St. Valentine, a priest during the time of Claudius II. it is said that Claudius banned soldiers from getting married and Valentine married them anyways. he was later martered. another legend says that he was a prisoner who fell in love with his jailer's daughter, since he didnt want anyone to know would sign his letters "your Valentine." but no matter how it started, Valentine's day has become a very big holiday to couples, and especially to stores. almost every store tries to get their name the most recognized, and change their brand image to make their products the most positive in the consumer's mind, so that is the one they will buy. two of the most common of these are candy and jewelry stores. they try to adapt all year to the changing holidays, easter and halloween candy for kids and diamonds for christmas, but their biggest is by far Valentine's day. this is the most common holiday for giving both. because of this, advertisers must work extra hard. there end up being so many of these ads, however, that the consumer may get confused as to which jewelry store the ad belongs to. this over-exposure can lead to two things that company's do not want to happen, people completely tuning out the ad or vampire advertising. in both situations, the customer can be driven away and the store may lose money. it is understandable why especially jewelry stores do this though. with so many stores to choose from, and all offering pretty much the same items, they need to differenciate their brand in some way, and the easiest way to do this is through advertising. but as i have stated before, when too many of the same kind of company runs too many of the same type of ad, consumers get confused as to which item belongs to which store. in order to fix this, some companies may have to reposition themselves in order to become more effective and take a larger space in the consumer's minds.