A reblog. Happy February !
It’s that time of year.
I wonder how many couples break up just before Valentine’s Day ?
The pressure to “gift” is even more extreme than what it takes to turn those rocks into the gem that we all crave.
Or do we ?
They are the other cartel. Known as the DeBeers Group, these 12 companies own 85 % of the world’s diamond market. They have been manipulating supply and demand since 1888.
Diamonds have never been rare. They stockpile the inventory, releasing them as they see fit to create the illusion.
When sales were tanking in Europe after WW II, they set sights on the American market. With the N.W. Ayer agency, they developed the words that were named by Advertising Age as the slogan of the 20th century:
A Diamond is Forever.
Also not true. They are hard to scratch, but given the right impact, will break against a hard surface.
And of course, on a symbolic level, they never guarantee a forever relationship.
The print ads might be even more nefarious than what we see in video. Many are done in fine white print on solid black, to align with newspaper and magazine format.
Just a few samples.
I rather like the parody ads below, that make more sense to me.
I’m especially partial to the Lucy in the Sky ad, which reads
“Picture yourself in a Van by the River…
while she owns your condo and brand new sports car.”