The Hidden 4 C's to the "Perfect" Diamond: Culture, Context, Commercials and Conflict (2012)

Undergraduate: Michelle Ocampo

Faculty Advisor: Jordynn Jack
Department: Chemistry

---

There are plenty of objects that obtain symbolism around the globe but diamonds are of particular interest to me. I will first consider the cultural context and the symbolic meanings and expressions of love in the United States. I intend on also providing a description of the history of diamonds and how they gained the meaning of love and the rhetoric involved in establishing that symbolism. After historical analysis, I will then turn my attention to the rhetoric involved in advertising of diamonds and the rhetorical strategies utilized in relation to the "neuroscience" in convincing people to buy into the diamonds in order to express their symbolic love. I am also curious to examine the rhetorical strategies employed after the introduction of blood diamonds or conflict diamonds into the general population's knowledge. Diamonds have been around for centuries. The significance of diamonds however have been introduced and become the commonplace gift for symbolism of love as well as an expression of wealth in the modern day.Love and wealth are not the only symbolic expressions on the forefront for diamonds and the advertisement of diamonds. Diamond industries also reaffirm cultural values and gender roles as depicted in the commercials and advertisements.