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 successful guide words 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 pit 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 fellowship 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 full-strength genius of De Beers lies in having created a connection between human love and power with something that has no value at all. You cant eat a diamond, you cant drive it home, you cant make clothes out of it, you cant build houses out of it, yet people ar will ing to spend a lot of money on a diamond because they feel a connection that a diamond (and their love, power, and status) will run 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 within 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 notion that diamonds are indeed sublime 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 production 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 March 2004.IRIN Botswana Diamonds are not Forever. 28 March 2003. 11 March 2004.Jewelers street arab Keystone. Home Page. March 2004. 30 March 2004Kelliher Muireann. Diamonds are Fo rever An Ecometric Investigation. 30 March 2004