Journey Diamond Jewelry
Cristina Rice

with second analysis, February 12

A Diamond is Forever

This advertisement for Journey Diamond Jewelry appears in the February 2008 edition of Vanity Fair and pictures simply a diamond necklace lying on a bed of black stones.  The text is simple, as well, stating, “Journey Diamond Jewelry/a path of graduated stones/with every step, with every stone, love grows. . .”  The omniscient voice is one of wisdom, knowledge, and experience; one that knows love and has experienced love, appealing to the audience’s emotional need for lasting love.  The voice logically presents the audience with the idea that love is not something to be acquired or arrived at, but rather it is a journey because “with every step, every stone, love grows. . .”  But this phrase also indicates that while love itself is a journey, a representation of love—Journey Diamond Jewelry—can and should be given to your loved one.     

The jewelry advertised is literally a series of diamonds which graduate in size, but each diamond also represents a step in the journey of love.   The “path of graduated stones” is also visually reinforced with the bed of black rocks on which the necklace rests; diamonds are physically created over time, “graduating” from mere rocks into desirable gemstones.  Just as diamonds take time to develop, so too does love, and the advertisement hints that Journey Diamond Jewelry could be the culmination of love. 

second response, February 12

Amanda Murphy

Ad Response “A diamond is forever” 

Cristina opens her analysis by indicating where the ad is from; she also makes a very good point about the implications that the sale slogan has and how it relates to the actual physical appearance of the stones and the necklace. As Cristina points out the idea of stones is represented in two ways. The slogan makes use of ellipsis and aposiopesis; giving the consumer time to make their own conclusions and reflect on their own experiences with and desires about love, which goes back to the point that Cristina makes about the tone that the slogan has.  The idea of stones as a metaphor for life’s journey is common therefore, the diamond necklace being placed among the normal stones also implies that diamonds, more specifically this diamond necklace, belongs in the category of stone metaphors and will make a strong statement about love. While it is not obviously stated, the design of the featured necklace also makes a statement. The graduated stones, which are the main focus of the ad, are set in a circular design. The creators of the ad are assuming that the consumer will make the connection generally associated with the circle being another symbol for lasting love.