A diamond is forever. A phrase we are used to hearing when jewelry companies advertise diamond rings. But how was something that is in essence a bunch of carbon compounds, transformed into a product that defines eternal love? In Frontline's documentary "The Persuaders", the term "lovemarks" was used to describe a form of advertising that creates a loyalty beyond reason and holds an iconic place in your heart. The De Beers diamond ads have convinced people all around the world that a gem is a symbol of marriage and undying love which is quite unrealistic and seems quite outdated since one is buying their significant other's love. Companies use the need for aesthetic sensations by including beautiful images of these diamond rings, repetition of that famous slogan, and weasel words by falsely guaranteeing consumers love that lasts forever. By using a combination of these advertising techniques the diamond company has created not only a lovemark within billions of people, but a long lasting tradition.
No comments:
Post a Comment