The Atlantic :: Magazine :: Have You Ever Tried to Sell a Diamond?

The Atlantic :: Magazine :: Have You Ever Tried to Sell a Diamond?: “In 1951, N. W. Ayer found some resistance to its million-dollar publicity blitz. It noted in its annual strategy review:

The millions of brides and brides-to-be are subjected to at least two important pressures that work against the diamond engagement ring. Among the more prosperous, there is the sophisticated urge to be different as a means of being smart…. the lower-income groups would like to show more for the money than they can find in the diamond they can afford…
To remedy these problems, the advertising agency argued, ‘It is essential that these pressures be met by the constant publicity to show that only the diamond is everywhere accepted and recognized as the symbol of betrothal.'”

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