ramblings of an aimless mind

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Is a diamond forever?

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I guess Twitter can be useful sometimes. From Dash’s twitter feed I found a very interesting article on the marketing strategy employed to sell the world diamonds.

It is an extremely long article, but worth spending time on. Especially when it read like this…

Since “young men buy over 90% of all engagement rings” it would be crucial to inculcate in them the idea that diamonds were a gift of love: the larger and finer the diamond, the greater the expression of love. Similarly, young women had to be encouraged to view diamonds as an integral part of any romantic courtship.

or like this…

The idea was to create prestigious “role models” for the poorer middle-class wage-earners. The advertising agency explained, in its 1948 strategy paper, “We spread the word of diamonds worn by stars of screen and stage, by wives and daughters of political leaders, by any woman who can make the grocer’s wife and the mechanic’s sweetheart say ‘I wish I had what she has.'”

My reaction to thisarticle is mixed. On one hand, I bow in reverence to N.W. Ayer, the advertising agency in charge of this entire campaign. The skill and dexterity with which they have moulded, twisted and reshaped our perceptions of diamonds is masterly and worthy of  respect, even if it is grudgingly given.

The sad part is the knowledge the general population has been hoodwinked, make no mistakes about it. Through glamorous and aspirational pictures of celebrities, catchy slogans and well studied “emotive” advertising campaigns, the diamond trading companies have casually reached into our pockets and helped themselves to a wad of cash. Even more surprising is that publicising this knowledge will probably do nothing to put an end to us being hoodwinked. A bit strange no?

So many things in history are a triumph of the organised few over the undisciplined and fractured many. A very important fact of life.

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Written by clueso

December 29, 2010 at 1:15 am

Posted in Uncategorized

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2 Responses

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  1. glad to know someone found a use of my incessant and unhinged ramblings 🙂

    sriyansa

    March 18, 2011 at 10:39 am

    • Unhinged ramblings usually make for good reading 🙂

      clueso

      March 19, 2011 at 12:33 am


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