A Diamond Is Forever Rhetorical Analysis

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Recommended: American society gender roles

I chose a De Beers advertisement as my artifact representing effect theory in communications. As a society, the concept “A diamond is forever” is taken quite literally. So much so that it is intertwined with one of the most key and central rites of passage for many adults-marriage. While there are many ads, attitudes and statements made online which reinforce gender bias and masculine dominance of our patriarchal society, perhaps it is not more ingrained than the concept of the diamond as the cement to the committed relationship. Basically, according to society norms, being a female, they must desire a piece of beautiful diamond jewelry. Majority of the population believe that men should propose with an outrageously expensive ring, that …show more content…

The idea is that as the female was once purchased at a price she must be kept in a submissive role with a supply of diamonds every step of the way in order to ensure domestic bliss and continued obedience. Obviously, the concept of a confident and capable woman selecting a reward for herself does not market as well in De Beers point of view, but that is not the main point. This advertisement for DeBeers highlights the chauvinistic attitude prevalent in America for decades. Targeting men as the obvious consumer of the sparkling gems, the company seems to play on the notion of gentleman putting their significant other in subservient role. The female narrative in the add tells us the female should now behave like a "good wife" by serving the group of men bonding over sports. The pop culture idea of gender roles are clearly represented in the artifact advertisement. Likewise the implication in this add is that a woman's services can been purchased which is unhealthy for both genders. Companies continue to perpetuate these gender paradigms man as hyper-manly provider and a woman as grateful albeit bribed servant. It represents the attitudes which may lead to the notion of pathological or toxic masculinity. Ads like these are not the sole cause of gender bias, but it does reinforce the

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