Diamonds Are Forever

Millions of people around the world buy into diamonds each year, and use these diamonds for romantic occasions all the time. So I will not be looking at a romantic scene directly but how a romantic situation may be made more romantic with the addition of diamonds, and how personal events are made to be public spectacles.

First off I will start with the photo above. Diamonds represent everything about a marriage and the romantics that are in one. One marks getting married with a diamond engagement ring, and I guess the romantics about a diamond being forever is an analogy for love. Diamonds and love are supposed to be both hard, beautiful, and indestructible. A diamond is one of the biggest indicators for the amount of love between people, or so it has been built to be. This is why so many women get angry when they are given a small diamond. I mean diamonds have their own rhetoric because they are so damn shiny and hard.

We will move onto how the romance is constructed. The romance around diamonds is constructed by the De Beers company, Shane Co., Wedding Day, Jared, Kay, and etc. They form the romance around diamonds with the commercials aired and broadcasted. Below are some examples of how they form this romance. They are only 30 second clips so it wont take to long.








In every ad the De Beers is saying you could be this happy if you had one of our diamonds to make the events in your life better. Also it is saying show her how much you love her with a 4 carat D IF diamond, because the bigger and better the more you love her. This idea is formed because it sells diamonds (really well) at ridiculous prices. All of these clips show pretty large diamonds as well showing that bigger is better. But a marriage is between two people, and as the first picture states she knows you love her, now everybody else will too; the diamond takes this already romantic event at materializes it and makes it less about the actual meaning of the event and makes it more about the material object, just like everything else in the world.

I guess the main argument here is that a diamond does not really make the event, or at least it shouldn't. Also if it were not for all these commercials putting people in romantic situations and using diamonds to enhance the situation then we would not hold diamonds as high as we do. In reality Diamonds are beautiful, they are not really expensive, and De Beers is a horrible company.






And just because I really hate De Beers look what they do.. THEY CLUB BABY SEALS!! (and propagate that diamonds are really expensive) (Warning graphic)