De Beers was founded in South Africa in 1888 and today is the largest producer and seller of diamonds. Almost from the beginning the De Beers company has had a strangle hold on the diamond industry and a huge advertising budget. Diamonds are not as rare as the advertiser would have you to believe. De Beers keeps a huge stockpile of diamonds and tightly controls supply.
De Beers started the very successful advertising campaign A Diamond Is Forever in 1947. The Advertising Age magazine has voted this to be the most recognizable advertising line of the twentieth century. This advertising campaign was designed to discourage diamonds owners from putting their old diamonds back into the market. The success of this campaign turned diamond into the symbol of eternal l View the rest of this article
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