Diamonds' Equal Power Essay

1371 words - 5 pages

A mans best friend is a dog and girl's Diamonds. Marilyn Monroe said it best, "diamonds are a girl's best friend." This timeless saying makes Tiffany's & Co, Cartier, and Harry Winston very happy and helps the sale of diamonds more than Ms. Monroe will ever know. A diamond is not just the "4c's" anymore, color, carat weight, clarity and cut. Diamonds are revolving into something more than the hardest mineral. The diamond says more than words could express. A symbol of love is worn on the left but what about the right? Women of the world raise your right hands because you deserve to glisten is essentially the meaning behind the Diamond Trading Company's advertising. What is silent but speaks volumes? It's your worth in the form of a Round diamond, princess diamond, marquise diamond, oval, tear-drop diamond, and or pear-shaped diamond. W Magazine appeals to the successful women socialite's of America. The March 2006 edition of W magazine has an advertisement from "A Diamond is Forever, Trading Company" which uses pathos by luring women to purchase a diamond for their right hand as a statement of how powerful, smart, and successful she is.

The advertisement for the "right hand ring" psychologically engages the woman's need to be high status in her society. In Maslow's hierarchy of needs the right hand diamond would fall under one category alone, esteem. Maslow's hierarchy of needs ultimately results in what is called self actualization. This ring does not fall under that category only because the "right hand ring" appeals to the need for self respect, reputation, prestige, and ultimately status. Let us not forget love, although in "A diamond is forever" the company places the emphasis not on love anymore; it solely relies on how much a women values her worth. The success of the "right hand diamond" proves people are materialistic. The new buyers purchase them to flaunt. If one feels the need to blind others with a gem from both left and right to prove she is financially successful, then this advertisement will be appealing to that person.

In the advertisement the company pitches these lines "Your left hand plans ahead. Your right hand plans for anything. Your left hand gets it done, your right hand shows how it's really done. Women of the world, raise your right hand." The intended target market appeals to women who feel as if it is their job is to show the world what a real woman can accomplish. Not only do the marketers use pathos to instill an emotion into women flipping through the pages of a massive magazine full of ads, but they use an African American woman.

This campaign appeals to wealthy white women but the seemingly left out population of wealthy black women also. The woman portrayed in the ad with her right hand bent looks strikingly familiar to the campaign from Rosie the Riveter, "we can do it." Rosie the riveter is known as a hard working woman during the Industrial Revolution. She is the quintessence...

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