Tracing Diamonds Through the 20th Century Essay

Tracing Diamonds Through the 20th Century Essay

Length: 1830 words (5.2 double-spaced pages)

Rating: Term Papers

Open Document

Essay Preview

In the 1940s, DeBeers consolidated mines hired N.W. Ayer advertising to market their diamonds in America. During the depression, DeBeers had made the transition of from marketing the diamond as a good to marketing it as an emotion. Diamonds were marketed as an essential part of relationships, courtship, and proposals through their placement in Hollywood film scenes and carefully phrased advertisements (Ghilani, 232). Diamonds, which had been given value solely by DeBeers’ control of their supply, became the ultimate symbol of love and commitment – because, after all, love doesn’t experience recessions like commodities do.
As the Second World War continued, the goal was to influence consumer behavior with political movements, because a war ravaged Europe left the U.S. as the best possible market. But, in a time when the entirety of America was in a type of conservative war mode, who would be lining up to buy something as luxurious as a diamond? Ayer tried to the meld the values of patriotism, American citizenship, and luxury consumerism (Ghilani). DeBeers’ gems were no longer just diamonds, they were “Fighting Diamonds,” “Jewelry Jeeps,” and Diamonds that “go to the front” (Ghilani, 236). Thus, their ads juxtaposed the images of shiny diamonds on rings and industrial diamonds cutting the materials to build the machines that would lead the United States to Victory (235).
In 1944, DeBeers placed an ad in Life magazine that did just that. The ad, which can be found attached, shows a church with writing above it that describes a diamond as the treasured keepsake of any young woman in “the days of parting that so often follow” weddings – referring to the periods where young men had to go off to fight (DeBeers’ Advertisement). A blurb ...


... middle of paper ...


... 2014.
Ghilani, Jessica L. “DeBeers’ ‘Fighting Diamonds’: Recruiting American Consumers in World War II Advertising.” Journal of Communication Inquiry 36.3 (2012): 222–245.
Meredith, Martin. Diamonds, Gold, and War :The British, the Boers, and the Making of South Africa. 1st ed. New York: PublicAffairs, 2007. Web.
Roberts, Janine. “Without Congo’s Diamonds, World War II Could Not Have Been Won.” New African 444 (2005): 24–27. Web. 25 Apr. 2014.
Sullivan, J. Courtney. “How Americans Learned to Love Diamonds.” The New York Times 3 May 2013. Web. 25 Apr. 2014.
Thomas, Martin. Violence and Colonial Order :Police, Workers and Protest in the European Colonial Empires, 1918-1940. Cambridge: Cambridge University Press, 2012. Critical Perspectives on Empire Web.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

The Impact of Getting Diamonds in Africa Essay

- Behind the love story of a diamond engagement ring purchased at a jewelry store in a United States mall, might be a story of child labor, violence, and corruption. Approximately, 65% of the world’s diamonds (about $8.5 billion worth) come from Africa (Diamondfacts 1). As pinpointed in the map below, Sierra Leone, Liberia, the Ivory Coast, Angola, and the Democratic Republic of the Congo are the main countries where conflict diamonds have originated (Blood 1). Of those diamonds, it was estimated that in 1990, 15% of these diamonds were conflict diamonds (Diamond 1)....   [tags: diamond act, diamonds, kimberley process]

Term Papers
869 words (2.5 pages)

Diamonds are Forever: the James Bond Franchise and Blood Diamonds Essay

- Diamonds symbolize wealth, success, power, and really all of the characteristics of living the good life. Shirley Bassey immortalized her love for the jewels as she sang “diamonds are forever, they are all I need to please me “are the first two lines of the song. Diamonds are forever is the theme song of the same name for the seventh film in the James Bond Franchise. Diamonds are forever was released in 1971, transitioning into the decade 2010 I believe we still have the same Obsession on the value we as consumers and a society place on Diamonds....   [tags: James Bond, diamonds, blood diamonds, ]

Term Papers
2097 words (6 pages)

The History of the Diamond Cartel and Its Role in Determining the Price of Diamonds

- Diamonds have been identified as being precious but expensive gems for many decades. Diamonds were extremely rare, only found in India and Brazil until the late nineteenth century (Vogelsang, 2005: 5). After the discovery of diamonds in South Africa, the diamond industry began to flourish. Diamonds then became very abundant and cheap to produce. In order for the value of diamonds to remain as high as they were during the phase in which they were still rare, a diamond cartel was introduced. A cartel is defined as a group of firms that gets together to make output and price decisions (Cartel Theory of Oligopoly, n.d.)....   [tags: precious gem stones, synthetic diamonds]

Term Papers
1180 words (3.4 pages)

Diamonds : The Ultimate Symbol Of Esteem And Love Essay

- Diamonds, the beautiful clear-cut gem, the ultimate symbol of esteem and love. I 've always had a love for diamonds, a love I wasn 't sure why existed, maybe it was the promise of the value and self-esteem they brought, or maybe it was the beautiful, shiny presence of them on any valuable ornament. Looking at diamonds, you can tell they are one of a kind, right . Well aren 't they. I used to be of the former perception, that diamonds are the ultimate height of wealth and value, but not anymore. I have to give credit to my high-school economics teacher, who barged into my argument of how I was going to buy the biggest and most expensive diamond ever, with “you know diamonds are intrinsically...   [tags: Diamond, Blood diamond, Diamonds as an investment]

Term Papers
720 words (2.1 pages)

Essay on The Conflict Diamonds of Africa

- A beautiful precious diamond can last forever, but what most people do not know is that a majority of our diamonds come from Africa. The civil wars in Africa over diamonds began around 1961 and ended in 2003. Conflict diamonds were rampant and it would be difficult to say if any jewelry sold prior to 2003 was conflict free. Conflict diamonds are diamonds that have been mined and were controlled by African rebels. The rebels would use the profits from selling conflict diamonds to fund illegal activity and to purchase more weapons for their armies....   [tags: The Blood Diamonds of Africa]

Term Papers
1039 words (3 pages)

The Price of Diamonds Is too High in the Modern Market Essay

- ... In the diamond trade, the firms in oligopoly produce the same product and compete only on price. Oligopoly is a structure in which only a small number of firms compete (Parkin, 2010). Being the dominant firm oligopoly, the DeBeer cartel has been able to determine the price of diamonds in the market. Owning such a large portion of the market has allowed the DeBeers to be able to bully all the other small firms in order to regulate the price and supply of diamonds. Below is an indication (not the actual diamond price graph) of how a dominant firm, like the DeBeers cartel, was able to set the price of diamonds through their dominance in an oligopolistic market....   [tags: economic theories, diamond cartels]

Term Papers
1277 words (3.6 pages)

The Applications and Making of Artificial Diamonds Essay

- The Applications and Making of Artificial Diamonds Diamonds are very unique. Their hardness and beauty have enticed people for many years. Now some of the same attributes that make them appealing also make them useful. To understand these attributes the chemistry of carbon is very important. This unique chemistry is what makes them so hard to make. Much research has gone into the making of diamonds and this has led to many successes in the field. These discoveries have led to machines and processes that make diamond making more efficient and reliable....   [tags: Diamond Diamonds Chemistry Essays]

Term Papers
1578 words (4.5 pages)

Diamonds Essay

- Diamonds Introduction For centuries, cultures have regarded diamonds as beautiful, magical, mysterious, and powerful. These precious stones have been sought after, fought over, and worshiped. Diamonds are associated with wealth, achievement, status, and love. The meaning and rarity of diamonds brings about much to consider when making a purchase. The rough gemstones must first be mined and cut. Once cut, diamonds are appraised to determine their value. Some of them undergo treatments to augment their appearance....   [tags: Papers]

Term Papers
1601 words (4.6 pages)

Diamonds Essay

- Diamonds When you hear diamonds what do you think?. Most people think of a wedding rings and how expensive they are. Well when some people hear the word diamonds they might think of a company called De Beers and how they are considered a cartel. De Beers proved to be the most successful cartel arrangement in the annals of modern commerce. While other commodities, such as gold, silver, copper, rubber, and grains, fluctuated wildly in response to economic conditions, diamonds have continued, with few exceptions, to advance upward in price every year since the Depression.(the Economist, p17, June 3rd 2000) Through the years De Beers ha...   [tags: Papers]

Term Papers
1278 words (3.7 pages)

Diamonds Essay

- A Diamond is one of the two natural minerals that are produced from carbon. The other mineral is Graphite. Even though both of these minerals are produced from the same element ,carbon, they have totally different characteristics. One of the most obvious difference is that Diamond is hard and Graphite is soft. The Diamond is considered to be the most hardest substance found in nature. It scores a perfect ten in hardness. Because of its hardness a tiny Diamond is used as a cutting and drilling tool in industry....   [tags: essays research papers]

Free Essays
490 words (1.4 pages)