Wanting to turn America into its next big market, De Beers met with advertising agencies to form a battle strategy. Its aim? To convince consumers that “Diamonds = Love. To romanticize the stone, the campaign sought to change the public’s idea of how a man (successfully) courts a woman. They engaged the fledgling film industry, and covered movie idols (the paragons of mass audience romance) in their product. Magazines and select publications were flooded with stories that reinforced the idea of diamonds representing an indestructible devotion. Conspicuous photographs of celebrities bejeweled fingers splashed across news pages. Fashion designers promoted the “rising trend of diamonds on the radio. Even the British Royal Family was convinced to wear diamonds over other jewels, under the assertion that it could greatly aid an industry in which Great Britain had a controlling interest.
Posted on: Wed, 16 Oct 2013 09:40:52 +0000
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