Diamonds were not always seen as such a precious item. It wasn't until a jewelry company started using the phrase 'diamonds are forever' in 1920's where they placed ads in newspapers convincing men and women everywhere that diamonds are precious Jewel that should cherished and used to show love. Usually the ads were quite funny, but they were also quite convincing. that is why today its a diamond that is used for engagment rings and many anniversary present. because they were advertised that way not because a diamond is rare stone.
To create these ad they would use 'Uses and Gratification' to convince customers that a diamond is really special. In media we had to create our own diamond ads using Uses and Gratification. Our idea was to use the Movie 'Breakfast at Tiffany's'. We created two ads one aimed for women and one aimed for men.
To create these ad they would use 'Uses and Gratification' to convince customers that a diamond is really special. In media we had to create our own diamond ads using Uses and Gratification. Our idea was to use the Movie 'Breakfast at Tiffany's'. We created two ads one aimed for women and one aimed for men.
The advert aimed for women (seen below) we tried to make the women feel like the main character of the film 'Holly Golightly' played by Audrey Hepburn. So we captured the ad with 'Be like Audrey have Diamonds at Tiffanys' we changed Breakfast to diamonds to show that Audrey will be having breakfast while your wearing your new diamond jewlery. This is 'personal identity' this is a way to make audience feel like the charachter is part of their identitiy.
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| Diamond advert aimed for women. |
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| Diamond advert aimed for men. |
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