Comm 287: Advertising as Social Communication
September 14 , 2013
The Diamond Life
Advertising talks to us about subjects that are important, but it does it through the
mediums of things.
What it has to sell
Talks about thinks through other ideas that are important to us
Advertising is a discourse (story) through and about objects
“A diamond is forever”
Where did this idea come from??
Diamonds were valued because they were scarce and a rare stone.
Huge diamond mines were discovered in South Africa
The owners of these mines, fearful of a drop in price for diamonds, formed
themselves into a monopoly (cartel) called DEBEERS.
Restrict the number of diamonds on the market, keep the supply low so
demand is high and keep the prices highs
Maintained tight control in the 20 century (1900s)
By 1938, there is a crisis in the diamond business sales are declining (both in
amount and carats declining 50%). There were fewer diamonds being bought as
DeBeers needed to change the public attitudes toward diamonds – to make them
have value beyond economic. *The Diamond Empire
“What was necessary was the creation of a mass mentality in which women would
perceive diamonds, not a precious stones that could be bought and sold according to
economic conditions or fashion, but as an inseparable part of courtship & married