This essay explores the origins and far-reaching influence of the iconic 1947 De Beers slogan “A Diamond Is Forever,” revealing how it transformed American marriage customs through a masterful marketing campaign. Positioned in post-WWII America, De Beers and ad agency N.W. Ayer & Son forged a cultural tradition out of commercial interest, embedding the diamond engagement ring into the fabric of courtship. Through psychological manipulation, gender norm reinforcement, and mythmaking, the campaign blurred the lines between advertising and propaganda. Today, its legacy endures in global consumer habits and engagement rituals.
