Diamonds are famously durable, with a lifespan as long as 500 years. But the diamond industry is seeing demand dwindle due to new materials and processes that make diamonds cheaper and easier to produce while still being equivalent in quality. Most people would agree that it’s not worth spending an eternity on something many can now afford for less than $100
The “a diamond is forever slogan” is a phrase that has been used for decades. The saying means that diamonds will never lose their value and can be passed down to future generations.
Do you want to know what De Beers’ slogan “A Diamond is Forever” means? If so, this essay will go through it in great depth.
As an entrepreneur, I’m fascinated by the slogans of successful firms such as De Beers. Because it motivates me to use the same marketing strategy in my own company.
So I’ve been studying a lot of resources concerning De Beers’ Slogan: A Diamond is Forever over the last week. I’m going to tell you what I discovered about the slogan. If you’re a business student or a company owner, you could find it incredibly motivating.
I’ll go through the following points in this essay regarding “A Diamond is Forever”:
What Does It Mean When They Say “A Diamond Is Forever”?
Diamonds have not been a scarce commodity since 1870. Historically, however, they have been seen as emblems of riches, power, and decadent love fantasies — a stone too valuable and costly to obtain unless you were a part of the affluent elite.
All of that changed when De Beers and the clever creatives at N.W. Ayer & Son launched the brilliant “A Diamond Is Forever” campaign.
The phrase irrevocably altered the public’s opinion of diamonds as a luxury item only owned by the rich.
A diamond demand was developed by persuading individuals that a diamond ring completes a marriage. Ad Age awarded the tagline “A Diamond Is Forever” the greatest slogan of the century in 1999.
Make Passive Income Online, Recommendation
Who came up with the phrase “A Diamond is Forever”?
The renowned phrase ‘A Diamond Is Forever’ was created by copywriter Frances Gerety of the Philadelphia advertising firm NW Ayer in 1947.
It’s a clever tagline since it reminds people that it’s a testament to love, and as such, it must remain in the family for the rest of their lives, never to be sold.
Gerety never married and died a spinster, which was ironic.
De Beers was looking for a way to revive diamond sales, which had plummeted during the Great Depression.
The four-word tagline is still one of the most known brand slogans of all time, even after more than 70 years. According to a 2013 New York Times story, De Beers has used the slogan in every engagement commercial since 1948.
Because it was not typical to propose to a lady with a diamond before the campaign, Gerety and her colleagues at N.W. Ayer are credited with inventing the contemporary engagement ring.
Most engagement rings nowadays include a diamond of some kind, demonstrating how advertising can have a huge influence on society and affect how whole generations of men and women see marriage.
Make Passive Income Online, Recommendation
How did the slogan “A Diamond is Forever” come about?
De Beers’ diamond campaigns, while not recognizing it at the time, transformed the diamond business.
Frances Gerety, a teenage copywriter at the advertising firm NW Ayer, devised the iconic slogan: ‘A diamond is eternal.’ Diamond engagement rings became both a necessity and a want as a result of this phrase and its advertisement.
The campaign’s goal was to draw a connection between a diamond and love. A guy was advised that buying diamonds would be the most romantic present he could offer his fiancée.
In a 1977 De Beers advertisement, two individuals on a beach are seen in black and white. These beaches and villas seem to fit in the Hamptons or Cape Cod, both of which are famed for their riches and position.
The gold solitaire diamond ring that the man proposes with, a De Beers ring, is the sole color in the video.
“How else could two months’ wages endure forever?” the narrator adds next, and the screen reveals the text. A diamond lasts a lifetime. De Beers.”
They’ve not only romanticized the desire for diamonds, but they’ve also set a price on it.
Men and women are advised how much they should spend in order to get engaged and have a meaningful relationship. Men and women are advised how much they should spend in order to get engaged and have a meaningful relationship.
Make Passive Income Online, Recommendation
What Does the Slogan “A Diamond is Forever” Mean?
Wearing diamond engagement rings was not always the standard in the 1930s, but it is now nearly expected.
The diamond business had a rough decade in the 1930s, as global diamond prices dropped. Because Europe was on the verge of another war, diamond engagement rings were not popular.
Indeed, engagement rings were considered to be a luxury, so diamonds were rarely included in them. N.W. Ayer & Son, the first advertising agency in the United States, was hired by De Beers to change the perception of diamonds in America in 1938.
Diamond engagement rings were given to 80% of first-time brides in 1990, up from 10% in 1940. Indestructible love is signified by diamonds, thus your unbreakable love should be symbolized with an indestructible stone.
This marketing effort was extraordinarily successful, according to De Beers’ data. Between 1939 and 1979, they raised their wholesale diamond sales in the United States from $23 million to $2.1 billion.
As a consequence, they doubled their annual advertising expenditure from $200,000 to $10 million. De Beers made a wise investment.
The marketing firm devised a creative campaign to link diamonds to romance in the public’s thinking.
Diamond rings were put on the fingers of Hollywood celebrities to accomplish this, and stories were published about how diamond rings signified passion. They also went after high school students:
Their ads included more than just engagement rings. When the engagement ring market looked to be shrinking, De Beers urged couples to acquire a second diamond band after their wedding. This diamond ring was presented to reinforce your love and devotion to each other.
“Marry me sounds so much better than simply Merry Christmas,” De Beers says, adding “Of course there’s a return on your investment.” We just aren’t able to publish it here.”
These ads have been tremendously popular, yet none have been as groundbreaking as the first, “A diamond is eternal.”
Ad Age named it the best advertising phrase of the twentieth century fifty years after it was created. It was, and arguably still is, the most powerful catchphrase in the diamond industry.
Rather of foregoing a diamond, those who couldn’t afford one at the time of their wedding would “defer the purchase.”
It was taken a step further by a savvy advertising agency. When it comes to buying an engagement ring, women, according to N.W. Ayers, prefer less expensive jewelry.
As a consequence, De Beers encouraged men to choose their own diamonds, believing that the more valuable the stone, the better a man would seem in a woman’s eyes.
Even dumb guys were given advice: American men were told to save two months’ salaries, while Japanese men were told to save three months’ wages.
The rules, however, differed from nation to country. In the United States, it was comparable to “two months’ wage,” although in the United Kingdom, just one month was necessary. Japan had the greatest expectations, at three months.
A spokesman from De Beers explained why the Japanese were encouraged to spend so much more than the Americans or the English. He said, “Quite simply, we were attempting to bid them up.”
How Successful Were the “A Diamond is Forever” Campaigns?
De Beers recruited N.W. Ayer to make Americans fall in love with diamond engagement rings in 1938. Diamonds were seen as an indulgence by the rich during the Great Depression, leading sales to drop after already falling for more than two decades.
When Gerety initially proposed the phrase at a normal morning meeting in 1947, her copy department colleagues (all males) dismissed it. Using the term “forever” wasn’t even technically proper.
Since 1948, De Beers has incorporated “A Diamond Is Forever” in every engagement commercial. Advertising Age selected the tagline the slogan of the century in 1999.
The campaign necessitated “the construction of a new kind of advertising that has been extensively emulated ever since,” according to internal Ayer papers.
Direct sales were not part of the promotion. There was no brand name to leave an impression on the public. All that was left was a notion — the inexhaustible emotional worth of diamonds.”
Because it stresses both eternity and feeling, “A Diamond Is Forever” is great.
For some years, Gerety had been writing on that subject. Advertisements in magazines such as Look, Vogue, Life, Collier’s, Harper’s Bazaar, and the Saturday Evening Post often emphasized permanence and timelessness. “May your happiness continue as long as your diamond,” captioned a sequence of honeymoon photos. “Wear your jewels like the night wears its stars, ever and always… because their beauty is as everlasting,” another said.
Advertisements suggested that a diamond may be the ticket to eternity for war-torn spouses. There were other advertising that played on men’s egos, likening buying a diamond to creating a city.
Both the past and the future are included in timelessness. Beginning in the 1940s, Ayer often cited commercials that promoted “the engagement diamond tradition” in his yearly reports to De Beers.
The tale wasn’t really a tradition, but the more people heard it, the more they believed it.
If you purchase this item, your love will last forever. This slogan embodies the greatest (and ultimately unattainable) promise. Gerety’s message seems to warn that without a diamond, eternity is unattainable. This message was effective.
Gerety’s phrase has stayed a constant while the text and graphics have developed to keep up with the times. Some advertisements, like old family pictures, conjure recollections from the past.
Tweaking the phrase might occasionally communicate a certain meaning.
When De Beers wanted consumers to purchase an overstock of unfashionably little stones in the 1960s, Gerety’s campaign moved the emphasis from “larger is better” to “size isn’t everything.”
During this time, several advertisements seemed to be desperate. They said, “The diamond is everlasting.” “Even the tiniest diamond,” she says.
In the much-maligned “Shadows” campaign of the 1990s, the tagline made it on television. De Beers had transferred its business to the J Walter Thompson agency when Gerety departed. The line, however, remained.
“A Diamond Is Forever” is being studied by students at New York University, the University of Massachusetts at Amherst, and the University of Pennsylvania as an example of inventive tactics, complicated messages, and sheer tenacity. (
According to one professor, many of the students were acquainted with the term but were unaware that it was an advertising slogan.
The greatest lines blend into the culture easily, emphasising the value of each other.
When Ian Fleming’s fourth James Bond book, Diamonds Are Forever, was published in 1956, “Diamonds Are Forever” rose to prominence in popular culture.
Diamonds received even greater attention in 1971 as a consequence of the film and the Shirley Bassey song of the same name.
The complex gems depicted in the film were supplied by David Morris, the jeweler in the film who had received De Beers’ Diamonds International Award twice for inventive design.
In 2005’s “Diamonds From Sierra Leone,” Kanye West sampled Bassey’s chorus. Clearly, the song is anti-blood diamond.
It is not, however, anti-diamond. A line of text at the conclusion of a music video may even be considered as an advertising. Last October, West proposed to Kim Kardashian with a huge 15-carat diamond ring, expressing his love for diamonds.
De Beers now controls between 35 and 40% of the global diamond supply. When the firm owned the market, it was forbidden from making direct sales in the United States.
Make Passive Income Online, Recommendation
Why is De Beers’ business slogan so important?
Slogans are brief, memorable statements used in advertising. A catchy slogan may help a company or product stand out.
Marketing slogans have been around for a long time, but they are now ubiquitous, with a wide range of firms using them.
The merits of the product should be emphasised in a strong tagline. Memorable phrases will help draw attention to a company’s image.
Customers are more likely to remember a slogan with meaning than simply the business’s name because a slogan gives more than just confidence; it also defines what the brand stands for.
Slogans are crucial in marketing for many reasons:
Brand awareness and placement
The logo, tagline, and name of a company form its identity.
If your phrase is memorable and catchy, it will help you develop brand awareness in the marketplace. The tone and language of your slogan will influence your brand’s positioning.
Developing stronger customer ties
For ages, slogans have served as a link between a company and its clients.
As a consequence, consumers have a favorable opinion toward businesses whose slogans are recalled.
Make yourself stand out from the crowd.
A brand’s tagline should be unique. That is how people will remember your brand.
Your brand may be identified without mentioning its name or product by using its tagline.
Make your product more well-known.
The tagline may inform the audience about the product’s features as well as its benefits.
The phrase expresses how customers feel about a product. As a result, a phrase may be employed as a marketing tactic to help your product stand out.
Last but not least, a diamond is forever.
De Beers was effective in manipulating customer demand by advertising diamonds.
One of the most successful marketing methods has been to advertise diamonds as a symbol of love and devotion.
In 1947, Frances Gerety (1916-1999), a copywriter at N W Ayer & Son, coined the famous advertising slogan, ‘A Diamond is Forever’.
Advertising Age magazine awarded ‘A Diamond is Forever’ the finest advertising phrase of the twentieth century in 2000.
The James Bond novel, film, and song may have been inspired by Diamonds Are Forever.
Make Passive Income Online, Recommendation
Bonus Recommendation for Fans of De Beers’ “A Diamond is Forever” Slogan
If you’re reading this, I assume you’re curious in how company marketing works.
Have you ever considered establishing your own company and creating a fortune?
The world has changed dramatically in recent years as a result of the Internet. The barrier to entry into the business sector has been dropped to the point that anybody may establish an internet company and work for themselves.
Making money online has grown lot simpler in recent years. Building a digital asset that creates income flow for you while you sleep is the best way to rapidly increase your wealth.
In other words, instead of slaving away at a 9 to 5 work, you may produce passive income and live a financially independent life.
“If you don’t discover a means to create money while you sleep, you will labor until you die,” Warren Buffet stated.
If you really want a reliable and safe source of passive income, start an affiliate marketing company.
Affiliate marketing is a fantastic way to get your feet wet in the internet world.
One of the simplest and most satisfying business concepts I’ve tested is affiliate marketing.
Affiliate marketing allows you to make a consistent and long-term passive income that allows you to pay your expenses nearly for free. You don’t need a lot of money to get started, and you can do it as a side job.
And if you’re serious about learning affiliate marketing and starting a company from the ground up, I suggest starting with the most recognized affiliate marketing platform available: Wealthy Affiliate.
Wealthy Affiliate is a one-stop shop for starting an affiliate marketing company from the ground up. It provides you with a free account (including a free website) as well as complete SEO (free traffic tactics) training, allowing you to begin affiliate marketing right away without spending any money.
However, how much money can you make with Wealthy Affiliate?
A 21-year-old Wealthy Affiliate student earned $7,395 in only one week, or more than $1,000 per day…all while employing free traffic sources.
There have been numerous success stories since Wealthy Affiliate has been operating for 15 years.
Here are some more inspirational success stories from Wealthy Affiliate members to offer you additional examples.
What is the location of Wealthy Affiliate?
Wealthy Affiliate offers a very straightforward price structure. There are two levels of membership: free and premium.
You can try Wealthy Affiliate for free by signing up for the free starting membership here (no credit card required). You may choose to be a free member for an indefinite period of time.
You’ll get immediate access to the community, live chat, over 500 training courses, two classrooms, networking, comments, one free website, and the keyword tool as a starting member.
All of these benefits are available without cost.
So I highly urge you to create a free account and check it out for yourself.
Make Passive Income Online, Recommendation
The “a diamond is forever commercial 2017” is a commercial that shows the value of diamonds. The commercial was released in 2017 and ran for three years until it was replaced by a new one.
Related Tags
- a diamond is forever meaning
- the slogan a diamond is forever’ was first introduced in the
- de beers a diamond is forever campaign 1948
- the success of debeers a diamond is forever campaign illustrates which sociological concept
- de beers diamonds