The slogan "Diamond is forever," invented by Frances Gerety for a De Beers-sponsored promotional campaign to revive diamond's declining fortunes in 1947, is one of the best commercials ever (Sullivan, 24). In reality, the advertisement was so effective that 8 out of every 10 people who married in the 1950s used a diamond engagement ring. Since then, the firm has used the signature slogan heavily in its advertising campaigns in key markets. The slogan, which has come to be associated with passion, strength, and care, is specifically aimed at men as the primary market. The ad is designed to suggest that diamonds are instrumental in relieving headaches since 1988. Headache has been used to refer to the challenge that men phase to prove their true love and worth to their loved ones (women). The outcome has been increased demand for diamonds due to the emotional attachment associated with purchase of the product.
Ordinarily, love in a relationship is meant to come naturally. This means that emotional attachment between couples created by buying of gifts is meant to reinforce the bond between them. In this regard, the slogan, “diamond is forever” and its association with everlasting love is only meant to hoodwink to develop emotional attachment for the product. To ensure that it creates a lasting reputation, the society have been made that diamond is the highest symbol of love and a man can only show their worthiness by purchasing one for their loved ones. To reinforce this fallacy, televisions shows and movies and even songs have been created for this purpose. To create high value, the ad portrays a diamond ring as a rare precious item which lasts forever the way love is meant to be. Though it will take a two months’ salary for ordinary folks to purchase the ring, this price is portrayed as being insignificant compared to the “lasting value” one obtains from the transaction. As a result, the society have become accustomed to diamonds as standard measure of love, power and care, despite the cost of obtaining one and feeling of extravagance that comes after words.
Though society have become accustomed to having diamonds as symbol of love, there is need for caution as overindulgence is not good. The tendency of women to develop huge emotional attachment to diamonds is a concern as many tend to confuse the emotional affection of owning a sparkling diamond for true love. Caution should also prevail as women tend to have the habit of flashing the expensive gift, showing it off to friends without exactly appreciating the negative their part and friends who might lack one or have one of less quality.
Social arrogance in the manner which the society is another possible lasting effect that the slogan has created. Today, society have developed as a tendency of appraising the success of a weeding based on the material possessions such as having a diamond ring as being a must. As a result, the point of love, care and good relationships is often mistakenly interpreted on the basis of having an expensive, flashy ring. Consequently, the society have been forced to bear the negative effect of overemphasis on materialism over true love. No wonder, we have so many divorce cases, and lack of the institution of marriage and family (Francis & Hugo, 1927).
Therefore, caution should prevail so as to avoid being carried away by the emotional attachment. Should be remembered that slogans such as “diamond is forever” and having one relives headache are meant to create emotional attachment for product so consumer keep buying.
Works cited
Francis‐Tan, Andrew, and Hugo M. Mialon. "“A Diamond Is Forever” And Other Fairy Tales:
The Relationship between Wedding Expenses and Marriage Duration." Economic Inquiry 53.4 (2015): 1919-1930.
Sullivan J. Courtney. Why ‘A Diamond Is Forever’ has lasted so long. The Washington Post.
Web. (2014). https://www.washingtonpost.com/opinions/why-a-diamond-is-forever-has-lasted-so-long/2014/02/07/f6adf3f4-8eae-11e3-84e1 27626c5ef5fb_story.html?utm_term=.cbd7a827d4b6
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