A Diamond is Forever Essay -- Essays Papers

A infield is ForeverAn Examination into the De Beers MonopolyA Diamond is Forever is one of the most successful slogans of the twentieth century. The publicise 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 sole(prenominal) appropriate gem to symbolize lifetime love and commitment. The slogan, along with the $one hundred eighty 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 rhombus 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 valuate at all. You tidy sumt eat a diamond, you cant drive it home, you cant make clothes out of it, you cant build houses out of it, y et people atomic number 18 impulsive to spend a lot of money on a diamond because they feel a connection that a diamond (and their love, power, and status) will buy the farm 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 wedlock engagements in the U.S. included diamonds.De Beers success comes from the common notion 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 doing 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.<http//www.hoovers.com/de-beers/--ID_46508--free-co-fin-factsheet.xhtmlIRIN Botswana Diamonds are not Forever. 28 March 2003. 11 Ma rch 2004.<http//news.ncmonline.com/newsJewelers Circular Keystone. Home Page. March 2004. 30 March 2004<http//www.jckgroup.comKelliher Muireann. Diamonds are Forever An Ecometric Investigation. 30 March 2004<http//www.matns.tcd.ie/local anesthetic/JUNK/econrev/ser/html/try.htmlMbendi. Debswana Diamond Company Limited. 30 March 2004.<http//www.mbendi.co.za/orgs/cbfs.html southeast Africa De Beers Faces Bold Challenge From Rivals in its Own Backyard. Africa News. 5 March 2004.U.S. division of State Bureau of African Affairs. Botswana. June 2003.11 March 2004. <http//www.state.gov/r/pa/ei/bgn/1830.html