To develop research, writing, and analytical skills, and to creatively apply concepts.
The diamond industry largely has been a monopoly cartel controlled by the DeBeers Co. DeBeers has worked steadfastly to control the supply of diamonds in order to keep prices high. Additionally, they have worked hard to create and maintain demand through their promotional strategy and tactics. The following articles, and others you may find, describe the history of and appeals used by DeBeers over the years. • Based on your research of DeBeers (some sources are listed above, and there are other sources too), describe DeBeers’ promotional themes, and the segment(s) to which they’re geared, over the years. -How have these themes evolved, if at all? -Have they been effective or ineffective? Why? • Find and analyze at least one retail ad for diamonds that exemplifies a past or current theme that you’ve discovered in your research. Include a copy of the ad, either a print ad or still from a video, in an appendix. -Analyze the themes and messages of the ad. Who do you believe to be the target market? -How do you think the media used and culture depicted impact the perception of the ad? -Analyze the graphic elements of the ad, such as the people, locations, product shots, etc., especially as they may impact what you believe to be the target market. -Analyze the copy elements (the words) of the ad, especially as they impact what you believe to be the target market. -Do you think the ad uses a more emotional or more rational appeal? Why? -Do you think the ad is/was effective? Why or why not? • Create a new, fresh ad for the diamond industry that appeals to a new market or an existing market in a different way. -Why have you targeted this particular market/segment? -How does your ad appeal to this market/segment? Be specific and technical, using concepts from the class and text.
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