“A diamond is endlessly” was the slogan that made diamonds essentially the most wanted object in North America within the late Twenties, across the time when it was coming into a melancholy and diamond costs have been falling 鑽石戒指.
Advertising made the diamond trade soar by doing one factor primarily: suggesting to younger American men that if it was actually love they have been after, then one month’s wage spent on a diamond was one of the best ways to show it. It labored.
The rising diamond empire immediately boomed. The true knack of advertising laid in the truth that one thing with actually no lasting worth – a diamond – was immediately being equated to one thing invaluable – romantic love.
The “a diamond is endlessly” slogan mixed with aggressive advertising quickly had 80% of American engagements being sanctified by diamond rings. Diamond companies used motion footage as one other channel for altering the American shopper’s psyche. They received movie administrators to include scenes that romanticized diamonds. As well as, jewelers have been invited to supply diamonds to eminent Hollywood stars for public appearances.
The movies supposedly created a metaphor out of diamond rings, or certainly diamonds on the whole, for feminine sexuality and power. Diamonds grew to become so glamorized that everyone needed them. It was extra accessible to the widespread man than, say, a Bentley or a Rolls Royce and but, it was one thing glitzy however nonetheless acquirable.
Advertising was additionally liable for creating sure myths about diamond rings simply so the demand for them would improve. “If it is below a carat, do not personal it” was one. “Solely a diamond will do” was one other. “If it isn’t an enormous diamond, then do not marry him”; “Once you suggest, solely a diamond ring will do”; and “A diamond ring is the perfect shock for her” have been but others.
Some cultures have myths surrounding diamond rings. Advertising myths, nevertheless, are created simply so the diamond business will be propped up. Ruthless advertising and marketing of diamond rings find yourself creating a synthetic want for an article of such little worth as a diamond ring, finally.
