A Sparkling Tale of Diamonds and Love

How Marketing Magic Made Diamonds Forever

After 1947, the British Diamond company named De Beers was successful in selling their product as the centerpiece for engagement rings. Then in the 1970s, they wanted to make people fall in love with diamonds.  even more! They joined forces with a smart advertising team called N.W. Ayer & Son.

Together, they came up with a brilliant idea: “A Diamond is Forever!” They wanted everyone to believe that diamonds were like true love – everlasting and special! So, they told amazing stories about love and diamonds in TV ads and newspapers.

People got so excited about the idea that diamonds became THE symbol of love and marriage. Everyone wanted a sparkling diamond on their finger!

And guess what? It worked like magic! People started buying diamonds like never before. The campaign was so successful that even today, in the year 2023, diamonds are still seen as the perfect symbol of love and commitment.

Isn’t that a sparkling tale of how marketing and advertising make dreams come true?

Vocabulary & Idiom Expressions

  • Centerpiece: The “centerpiece” is the main and most important part of something. In this story, it refers to the product that is the main focus of attention for engagement rings, which is the diamond.

  • Joined forces: “Joined forces” means that two or more people or groups work together as a team.

  • Brilliant: In this context, “brilliant” means very clever or smart.

  • Everlasting: “Everlasting” means something that lasts forever or for a very long time.

  • Sparkling: “Sparkling” means shining brightly with small flashes of light, like how a diamond shines when light hits it.

  • Symbol: A “symbol” is a thing that represents or stands for something else. In this story, it means that diamonds represent or symbolize love and marriage.

  • Campaign: A “campaign” is a series of planned activities, such as advertisements, to achieve a particular goal.

  • Commitment: “Commitment” means a promise to do something or stay dedicated to a particular cause or person.

  • Marketing and advertising: “Marketing” is the promotion and selling of products or services, and “advertising” is the act of creating and showing advertisements to promote something.

  • Dreams come true: “Dreams come true” means that something you have always wished for or imagined happening becomes a reality.

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About The Story

  1. What product did De Beers sell as the centerpiece for engagement rings?
  2. Who did De Beers partner with to create a successful marketing campaign for diamonds?
  3. What was the brilliant idea behind the marketing campaign?
  4. How did De Beers want people to think of diamonds through their campaign?
  5. What happened when people got excited about the idea presented in the ads and newspapers?
  6. What is the lasting impact of the marketing campaign on diamonds?
  7. In what year did the campaign start, and in what year is it mentioned that diamonds are still seen as a symbol of love and commitment?
  8. How would you describe the overall theme or message of the story about marketing and advertising?

About You

  1. Have you ever seen a sparkling diamond before? What did you think about it?
  2. Do you know anyone who wears a diamond engagement ring? What do you think it symbolizes for them?
  3. What kind of amazing stories about love and diamonds do you think were told in the TV ads and newspapers?
  4. Imagine you were part of the smart advertising team at N.W. Ayer & Son. What ideas would you come up with to make people fall in love with diamonds even more?
  5. If you could create your own slogan for diamonds, what would it be? Why?
  6. How do you feel when you see couples showing their love with diamond rings? Does it make you feel happy or excited?
  7. What is something special and everlasting to you, like the way diamonds are described as forever in the story?
  8. If you had a sparkling diamond on your finger, what would you like it to represent for you?
  9. What other things do you think people could use to symbolize love and commitment besides diamonds? Why?
  10. How do you think marketing and advertising can influence what people like and want to buy?
  11. If you could choose any magical product to make people fall in love with, what would it be, and why?
  12. Have you ever seen a TV ad that made you want to buy something? What was it about the ad that caught your attention?