TEMPORAL ANOMALYCAMPAIGN LAUNCHED: 1947 | RESULT: 80% BY 1990

De Beers and the Diamond Programming

How a 1947 Marketing Campaign Became "Tradition"

Classification: TEMPORAL ANOMALY | Confidence: DOCUMENTED FACT

Before 1947, only 10% of American engagement rings contained diamonds. In 1947, De Beers hired N.W. Ayer & Son to change that.

The Campaign

"A Diamond is Forever" — best slogan of the 20th century
"Two months' salary" — arbitrary price anchor became cultural law
Hollywood product placement made diamond rings essential to romance

The Result

By 1990, 80% of American engagement rings contained diamonds. A "tradition" was created from nothing in 43 years.

⚠ MANUFACTURED TRADITION INDEX

Thanksgiving (1939), Christmas shopping (1920s), white wedding dresses (1840), anniversary gifts (1937) — all manufactured. All defended as tradition.

SOURCES & REFERENCES

Epstein, E.J. (1982). "Have You Ever Tried to Sell a Diamond?" The Atlantic.
N.W. Ayer & Son. (1947). "A Diamond is Forever" campaign.
Advertising Age. (1999). Best Slogans of the 20th Century.

LETHOMETRY

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