Diamonds are forever
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It has been common practice in recent years for a man to buy his fiancee a diamond ring to mark their engagement. Diamond rings have been bought by aristocracy since the beginning, but until the 1950s they were considered an expensive and unnecessary accesory for a simple wedding.
However, it was around this time that De Beers, the largest producers of diamonds in the world, decided that they needed to expand their market. As a result, they launched an advertising campaign which was aimed at couples with a slightly smaller budget. It was one of the most successful campaigns in the company’s history. For this campaign, the advertisers wanted to sell the idea that, although diamonds are an overpriced luxury, they are also the symbol of everlasting love. Thus a diamond engagement ring was supposed to signify the husband’s life-long devotion to his wife.
The idea was expressed in the phrase that was first conceived by De Beer’s advertisers: »Diamonds are forever«. This proved to be highly profitable because the public bought the idea and consequently bought diamond rings by the millions. De Beers, who now have almost total control of diamond production worldwide, have never looked back.
1 When does a man usually buy a diamond ring?
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2 Why didn’t common people use to buy diamond rings?
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3 When did De Beers start a successful campaign?
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4 Was their campaign directed at rich couples?
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5 What is a diamond ring a symbol of?
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6 What is the famous phrase invented by De Beers?
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7 How many diamond rings have they sold?
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8 Are De Beers the biggest producers of diamond rings in the world today?
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