9781422271063

A diamond company called DeBeers had mines overflowing with diamonds.

a lot for them. Toward that end, DeBeers hired an advertising agency, which developed the slogan “Diamonds are forever,” along with imagery of happy couples in love. They promoted the idea that if a person wanted their happy marriage to last forever, they needed to seal the deal with a stone that would last forever. As a result of this marketing psychology, the diamond began to represent love in people’s minds. What’s more, the size or quality of the diamond represented how much someone loved someone else. Through advertising, the company created an expectation that a man would buy a diamond engagement ring to give to a woman when he proposed marriage to her.

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Advertising and Marketing Psychology