A Diamond is Forever
This ad is one of the De Beers adverts for diamond engagement rings. The De Beers Company is known for the fact that it took a product, which here is the diamond, and thoroughly created an appeal and an audience for it; so successful and strongly ingrained in social practices that people do not realise that what they know about diamonds is an image completely created by De Beers. Through this advertisement analysis, we will see how this ad, with the help of a meaningful catchphrase, targets both men and women who are in love. As stated before, De Beers changed the way people view and value diamonds. One fitting example would be related to the symbolic value of this gemstone. Its association with love, romance and so on was an idea invented by De Beers in the eighties along with the notion of giving a diamond ring when proposing. Therefore, this ad is aimed at both: men thinking of proposing and women dreaming of such proposal. On one hand, men, who purchased about 90% of engagement rings, are convinced that diamonds are the gift of love. When considering an engagement ring that could represent his endless love and affection for his partner, a man would ultimately think of a diamond. As it is written in the ad, a diamond is forever. Therefore, a meaning behind such gemstone should be one meant to last for eternity too. On the other hand, this ad also targets young women, with the obvious truism that the women will present the ad to the men. This undoubtedly would give the men an idea of what their partners explicitly want. As it is said in the French language: ‘‘Ce que femme veut, femme aura.’’ (Literally translated: ‘‘what woman wants, woman will.’’). It is common knowledge that a man in love will attempt to do whatever it takes to show his affection to the one he is in love with. Moreover, when looking at the pictured ring, women will not solely
focus on its exquisite beauty. When seeing the engagement ring, an...
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