THE LEGEND OF N.W.AYER - Advertisements and mantras that changed life
Posted 02-04-2010 at 10:56 PM by ichkoguy
Sir Cecil Rhodes himself would have never thought that his baby would go on to become one of the World’s most loved and glittering icons ever. Not just literally but also for defining a permanent tradition in modern world unparalleled till date .A tradition most hated today in the world of free markets and rampant capitalism. It is the” cartel”.
De Beers, the world’s largest ever cartel creator and monopoly, faced a dilemma in the 1930s.It controlled almost the total of the world’s diamond mines. But with Europe closing in on war, the only lucrative market left with USA .And with the Great depression just over, the effects had crippled the US market. However in 1938 with the help of N. W. Ayer the oldest ad agencies in US market. However ,in 1938 with the help of N. W. Ayer ,one of the oldest ad agencies in U.S., De Beers launched in an ingenious campaign to attach diamonds with eternal love and a bonding gift by a male to his would be wife on marriage. However, with World War 2 setting in, most men were few marriages. Post war recovery for the extra. It was then that a young copywriter from N.W.Ayer, Frances Gerety coined the advertising line “A Diamond is forever “in 1947. It was intended to signify the everlasting bond between a husband and wife as it was as indestructible as true love. Harry Oppenheimer, the then Dee Beers chairman, realizing that looked an apt extension of the campaign started in 1938 to woo young couples, launched the slogan with a massive publicity campaign in newspapers and some years later continued it on that revolutionary ‘idiot’, the TV.
With the baby boomers driving the US economy and America seeing one of the longest periods of sustained economic growth in the 50s and 60s, De Beers, through just those four words remained the world leader with over 80% market share for nearly four decades. In the years since De Beers began advertising in the United States in 1938, the diamond market grew from 23 million dollar in the 1930s to over 16 million dollars by late 90s. Engagement rings metamorphosed from a gift bought usually by debutantes to a mass –market item acquired by an overwhelming majority of American fiancées. It was only in the late 90s when eventually newer producers like Rio Tinto and BHP Bilton from countries like Canada and Australia refused to join the cartel an the cartel’s monopoly was largely reduced.
Diamonds were never so close to the human heart and something so closely related to emotions before this. But, the N.W. Ayer agency forever made the hardest form of carbon into the ultimate symbol of love, wealth and endurance. It was certainly one of the biggest advertising phenomenons.
De Beers, the world’s largest ever cartel creator and monopoly, faced a dilemma in the 1930s.It controlled almost the total of the world’s diamond mines. But with Europe closing in on war, the only lucrative market left with USA .And with the Great depression just over, the effects had crippled the US market. However in 1938 with the help of N. W. Ayer the oldest ad agencies in US market. However ,in 1938 with the help of N. W. Ayer ,one of the oldest ad agencies in U.S., De Beers launched in an ingenious campaign to attach diamonds with eternal love and a bonding gift by a male to his would be wife on marriage. However, with World War 2 setting in, most men were few marriages. Post war recovery for the extra. It was then that a young copywriter from N.W.Ayer, Frances Gerety coined the advertising line “A Diamond is forever “in 1947. It was intended to signify the everlasting bond between a husband and wife as it was as indestructible as true love. Harry Oppenheimer, the then Dee Beers chairman, realizing that looked an apt extension of the campaign started in 1938 to woo young couples, launched the slogan with a massive publicity campaign in newspapers and some years later continued it on that revolutionary ‘idiot’, the TV.
With the baby boomers driving the US economy and America seeing one of the longest periods of sustained economic growth in the 50s and 60s, De Beers, through just those four words remained the world leader with over 80% market share for nearly four decades. In the years since De Beers began advertising in the United States in 1938, the diamond market grew from 23 million dollar in the 1930s to over 16 million dollars by late 90s. Engagement rings metamorphosed from a gift bought usually by debutantes to a mass –market item acquired by an overwhelming majority of American fiancées. It was only in the late 90s when eventually newer producers like Rio Tinto and BHP Bilton from countries like Canada and Australia refused to join the cartel an the cartel’s monopoly was largely reduced.
Diamonds were never so close to the human heart and something so closely related to emotions before this. But, the N.W. Ayer agency forever made the hardest form of carbon into the ultimate symbol of love, wealth and endurance. It was certainly one of the biggest advertising phenomenons.
Total Comments 0
Comments
Total Trackbacks 0
