History Of Costume Jewelry

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(1 more) The term “costume jewelry” was first used in the early twentieth century to differentiate fashion jewelry that was worn on a regular basis, as opposed to “fine jewelry” which were rarely worn and considered heirlooms or investments. (Baker) During the early to mid-twentieth century, costume jewelry was used by big names in the fashion industry such as a way to complete an outfit. While fine jewelry was associated with the upper class, costume jewelry by comparison was cheaper to produce, and made out of less valuable materials. The middle class could emulate their favorite designers and celebrities in an affordable way.
Coro was founded in New York in 1901, as Cohn & Rosenburger as a costume jewelry company. By 1929, had purchased …show more content…

The comparison to food is further alluded to in the text, which uses the words “de-luscious” (a made up combination of delicious and luscious) and a “delicacy” to describe the pearls. The woman is holding the platter of fruit draped in pearls, with the text suggesting that she’s beckoning you to try them, in the same way that hors d 'oeuvres would be offered at a dinner party. She is also wearing the pearls, implying she already knows how wonderful they are and just cannot wait to share them. This inviting look sends the message that these necklaces can be enjoyed by the masses, instead of excluding all but a select few. Something costume jewelry overall was known for.
In Coro’s second ad, a jewelry set of a necklace, bracelet, and pair of earrings have been laid out on a red fabric background, presumably satin. The jewelry set is titled ‘Fantasy by Coro’ and is gold with clear gemstones arranged like flowers and leaves. In the top left corner the fabric has been pulled back to reveal a small picture of a dark haired white woman wearing the jewelry set. In contrast to the red, she is placed in front of what looks like a white wall. She looks very similar to the woman from the pearls …show more content…

It was during this time when critics, fueled by Cold war era paranoia, claimed that “mind control techniques” were being used to persuade the public into spending. (History: 1950s) In reality, this was because of the use of motivational research. Using psychology, this allowed advertisers to appeal to their consumer’s desires for acceptance, security, sex, and success. By analyzing buying habits and people’s attitudes towards products, advertisers could gauge which ads were more successful based on brand association, color, and packaging. Advertising research has confirmed that ads “emphasizing the aroma, taste, or texture of a food product […] establish their product as the relevant one for the consumer making a choice.” (Marchand xx) By using similar techniques on non-food items, those products become associated with the primal reactions of taste and

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