A Diamond is Forever Essay -- Essays Papers

A Diamond is ForeverAn Examination into the De Beers MonopolyA Diamond is Forever is one of the most booming slogans of the twentieth century. The advertising slogan belongs to De Beers, the worlds most successful monopoly of trade. A Diamond is Forever has been the center of De Beers effort to establish the stone as the only appropriate gem to symbolize lifetime love and commitment. The slogan, along with the $180 million dollars spent yearly in advertising by De Beers , has been immensely successful as the company continues to remain the leader of its industry a monopoly of the diamond trade.Control of De BeersThe slogan A Diamond is Forever concentrates on a combination of emotion and status. The true genius of De Beers lies in having created a connection between human love and power with something that has no value at all. You crowd appeart eat a diamond, you cant drive it home, you cant make clothes out of it, you cant build houses out of it, yet people are willing to spend a lot of money on a diamond because they feel a connection that a diamond (and their love, power, and status) will last forever. De Beers slogan has and continues to be a success. The idea of engagement continues to result in the purchase of a diamond ring at bottom three years of the slogans arrival on the market an estimated 80% of wedding engagements in the U.S. included diamonds.De Beers success comes from the common conceit that diamonds are indeed rare and valuable. Until the late nineteenth century, diamonds were only found in a few riverbeds in India and in the jungles of Brazil, and the entire world takings of gem quality diamonds amounted to a few pounds a year. This changed when huge diamond mines were discove... ...ss, 1990.Hoovers. De Beers Consolidated Mines Limited. 30 certify 2004.IRIN Botswana Diamonds are not Forever. 28 March 2003. 11 March 2004.Jewelers Circular Keystone. Home Page. March 2004. 30 March 2004Kelliher Muireann. Diamonds are Forever An Ecom etric Investigation. 30 March 2004