A Diamond is Forever Essay -- Essays Papers

A infield is alwaysAn Examination into the De Beers MonopolyA Diamond is Forever is one of the most booming catchwords of the twentieth century. The advertising guideword 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 hold treasure to symbolize lifetime love and commitment. The slogan, along with the $180 one million million 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 infield 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 lodge between human love and power with something that has no value at all. You cant eat a diamond, you cant repulse it home, you cant make clothes out of it, you cant build houses out of it, yet people a re willing to flatten a lot of money on a diamond because they musical note 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 corrupt 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 thence 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 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 fused Mines Limited. 30 inch 2004.IRIN Botswana Diamonds are not Forever. 28 marching 2003. 11 March 2004.Jewelers Circular Keystone. Home Page. March 2004. 30 March 2004Kelliher Muireann. Diamo nds are Forever An Ecometric Investigation. 30 March 2004