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Diamonds Are For Evil

The task of executing successful advertising campaigns for products made exclusively for women is understatedly tempestuous. Any Average Joe consumer would relay the message that feminine product commercials put him under a great deal of stress and discomfort. Any Average Joe Consumer dreads the Vagisils, Cotex's, Summer's Eves, and Monistats of the world. There is just something about that viscous blue fluid dripping onto a Maxi Pad that gives us all that tingly feeling right before we want to be sick. However, there is another product that creates the same feeling in a more subtle, increasingly malignant fashion.

Diamond retailers advertise, advertise, and advertise. Expensive jewelry stores seem to be in every mall, strip mall, and shopping center, and we wonder how it is that these stores thrive. The answer is this: Venus and Mars, love and hate, and women and men. The diamond industry plays on the tensions between men and women like Beethoven's fingers on keys. "Every kiss begins with Kay?" Come on. If the only reason to kiss your husband is because he bought you something, then the issue of your relationship is even larger than the rock on your finger. Diamonds are forever saying 'I'm sorry.' If the only way a woman can be shown that you would "marry her all over again" is to give her an even bigger diamond in some market square in Paris, then your wife needs to be shown the front door. Men hate diamonds. Men buy jewelry when they are apologizing or when they have no other option for a anniversary, birthday, Mother's Day, Christmas (fill in any occasion here) gift. Jewelry is when flowers are not enough, and every single diamond retailer knows it, and thus knows that men will pay.

How does this make the female consumer appear?

The advertising for feminine hygiene is a necessary evil that reveals a vulnerability in all consumers, women and men, but advertising for the diamond industry maliciously creates fools of us all.

Men appear to be desperate and women appear to be demonic. What can be done to improve this dynamic?

What can be done to convey a more honest and meaningful brand face for diamonds? Well, perhaps it is time to consider more so why men and women love each other as opposed to why they need to buy each other gifts.

Molly Sunderdick
Stealing Share, Inc.
mollys@stealingshare.com
336-854-3441

In The News:

'Assassination attempt' on Zimbabwe's president
Sat, 23 Jun 2018 16:14:00 +0100
Zimbabwe's president has escaped injury after an explosion at a stadium where he was addressing a rally, in what state media are describing as an assassination attempt.

Spain rescues hundreds of migrants on boats
Sat, 23 Jun 2018 13:59:00 +0100
Spanish authorities have rescued 569 migrants whose boats were attempting to cross from North Africa to Europe.

Grenade thrown at Ethiopia PM: One dead, many hurt
Sat, 23 Jun 2018 11:19:00 +0100
At least 83 people have been injured in an explosion at the first rally of Ethiopia's new prime minister in the capital Addis Ababa.

Saudi Arabia poised to lift ban on women drivers
Sat, 23 Jun 2018 01:44:00 +0100
From midnight on Saturday women will be allowed to drive in ultra conservative Saudi Arabia - it's the only country on Earth where women drivers are currently banned.

Football fans banned for World Cup disorder
Sat, 23 Jun 2018 17:49:00 +0100
Two men have been banned from attending football matches following offences at the Russia World Cup.



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