Diamonds last forever. Diamonds last forever.
195 1 year, Chiwei Thompson Chicago Company created English advertising words of De Beers, and Chinese advertising slogans were successively put into Greater China. I don't know who translated them so perfectly, and the artistic conception caught up with China's literary peak.
Diamonds last forever, and one will last forever "was rated as one of the classic advertising ideas in the 20th century by American Advertising Times, and it also became a nightmare for all men's wallets.
So who said this sentence?
Actually, it was said by a university teacher.
What happened? 195 1 year, Zhiwei Thompson Chicago Company created the English advertising word "A diamond is forever" for De Beers Company, but if it is directly translated into Chinese, it means "diamonds are forever". Obviously, this literal sentence sounds pale, so consumers in China will definitely not pay if they enter the China market.
So De Beers collected suitable translations of advertising words all over the country. After several months' selection, a university teacher's phrase "Diamonds last forever, and one will last forever" was finally selected, which became a resounding slogan for De Beers to enter the China market and an eternal classic in diamond advertising language.
I have to say that knowledge is power.
So where did this De Beers company come from?
De Beers is the largest diamond mining company in the world. Since 1888 was founded, it has a history of more than 100 years, and De Beers has become synonymous with diamonds. As early as more than 60 years ago, De Beers established a sales organization to distribute gem-grade diamond embryos, which account for most of the world, to ensure the stability of the rapidly developing world diamond market. In other words, part of the cost of the diamonds you buy will be paid to De Beers.
When did the tradition of getting married and buying diamond rings begin? It was also De Beers who took the lead in marketing diamonds as engagement rings and wedding rings in the early 20th century. Since then, sparkling diamonds have become the essence of love and loyalty. Giving rings, especially engagement rings, represents a long tradition of courtship. For decades, emphasizing this traditional feature of diamonds has become a stable source of huge income for the diamond industry. Now, De Beers finds that marketing must strive to balance women's traditional roles and future missions.
Diamonds are regarded as the most wonderful marketing scam in the 20th century, which provides a textbook-like classic case in the history of modern marketing: serving consumers with commodities is only a low-end concept, and educating consumers with commodities is the highest achievement.
1950, De Beers put forward this slogan, "A diamond lasts forever". You have to say that this is a textbook in the history of marketing. This slogan reveals:
1. Women think diamonds are a necessity and a prerequisite for courtship. You won't buy diamonds for me. How dare you say you love me? What? You think I'm interested in diamonds, and I'm interested in you giving up!
It is much easier for a man in love to prove his love by sending diamonds.
3. Love = beauty+eternal diamond = beauty+eternity, so love = diamond. The symbol of having love is having diamonds. "