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我们购买钻石的真正原因

The Real Reason We Buy Diamonds

Synonymous with love, commitment and devotion,
作为爱情 承诺和忠诚的象征
precious diamonds are set on top of over three quarters of all engagement rings.
超过75%的订婚戒指上都镶有珍贵的钻石
Americans alone spend eleven billion dollars on wedding jewelry every year.
仅美国人每年在婚礼珠宝上就要花费110亿美元
But it’s actually a pretty recent phenomenon.
但这其实是一个近代才出现的现象
Here’s The Real Reason We Buy DIamonds
这是我们买钻石的真实原因
“She’s the girl I’m going to marry. Get a load of this diamond ring!”
“她是我要娶的人 看看这枚钻戒”
Once a very rare gem,
钻石曾是一种非常稀有的宝石
vast diamond reserves were found in South Africa in the late 19th century.
直到19世纪末 在南非发现丰富的钻石储备
“Diamond diggers line up ready for the word ‘go’
在最新的南非钻石热中
in the latest South African diamond rush”
采钻工人们整装待发
One of many prospectors seeking to make their fortune was Englishman Cecil Rhodes
英国人塞西尔•罗兹是渴望发财的众多采矿者之一
he formed the De Beers company in 1888,
1888年 他成立了戴比尔斯公司
and eventually took charge of much of the diamond trade,
并最终掌控了大部分钻石贸易
including mining, supply and distribution.
包括钻石的开采 供应和分销
But diamond sales dropped off during the Great Depression of the 1930s.
但在20世纪30年代的大萧条时期 钻石销量减少
So De Beers turned to another burgeoning industry for help.
于是戴比尔斯求助于另一个蓬勃发展的行业
In 1938 De Beers commissioned Ad Agency N.W. Ayer & Son
1938年 戴比尔斯委托艾尔父子广告公司
with making diamonds a necessary luxury in American lives.
把钻石变成美国人生活中必不可少的奢侈品
De Beers’ grip on the supply meant that whoever sold a diamond
戴比尔斯对钻石供应的控制意味着无论谁卖出一颗钻石
was likely selling one of theirs.
都可能是戴比尔斯供应的
The agency decided they had to convey the idea
广告公司决定要传达一个想法
that diamonds were a gift of love:
即钻石是爱情的礼物
Men had to be convinced the larger and more beautiful the diamond,
必须说服男人:钻石越大越美
the greater the show of love.
表达的爱意才越强烈
And women had to view diamonds as an integral part of courtship.
而女人必须把钻石看成是求爱必不可少的一部分
“But before every wedding must come a prelude…
“每个婚礼前都必须有一个前奏
that diamond is symbolic of a pledge”
即钻石代表着誓言”
The agency went to Hollywood,
艾尔父子广告公司进军好莱坞
tasking producer Margaret Essen Joe was reinforcing the image
安排制片人玛格丽特•埃森•乔
of the diamond as integral to love –
强化钻石在爱情中不可或缺的印象
she influenced changing the movie title
在她的影响下有的电影改了名
“Diamonds are Dangerous” to “Adventure in Diamonds”
《危险的钻石》改名为《钻石奇缘》
and she supplied jewelry for stars like Merle Oberon and
同时 她为明星们如梅尔•奥伯伦
Claudette Colbert to wear on screen.
克劳黛•考尔白提供荧幕上佩戴的珠宝
Essen Joe’s cousin, Louella Parsons,
埃森•乔的堂妹卢埃拉•帕森斯
was a powerful gossip columnist and also on the payroll
是一位有影响力的八卦专栏作家 也受聘于艾尔父子广告公司
her articles started paying particular attention to the love lives of the stars,
她的文章开始着重关注明星的感情生活
featuring well-staged pictures of engagement rings,
重点介绍婚戒的精美照片
or focusing on lavish and aspirational jewels
或聚焦于奢华且富有魅力的珠宝
like Grace Kelly’s “twelve-karat square cut diamond engagement ring.”
如格蕾丝•凯丽的“十二克拉方形切割订婚钻戒”
They became symbols of upward mobility –
钻石成为进入上流社会的象征
anyone could aspire to become like a movie star
每个人都向往成为电影明星或公主
or a princess with their own diamond.
能够拥有属于自己的钻石
De Beers even managed to get into schools and churches to discuss the history of diamonds
戴比尔斯甚至成功进入学校和教堂讲授钻石的历史
-their true intention: sowing the seed with children
他们的真正目的是:在孩子们心中埋下种子
that diamond engagement rings were a part of marriage and that it was a tradition.
即钻石婚戒是婚姻的一部分 是一个传统
By the 1940s, as America’s men went off to war,
到了20世纪40年代 随着美国男人奔赴战场
the number of marriages started to rise.
结婚的人数开始增长
between 1938 and 1941
在1938年到1941年间
diamond sales went up 55%
钻石的销量上涨了55%
Ayer also used work by great painters
艾尔公司还在海报中使用
like Picasso and Dali in their posters
毕加索和达利等著名画家的作品
to associate the diamond with a piece of classic art.
将钻石与经典艺术品联系在一起
But it was a simple ad line that was to make the biggest impact
但这只是一句简单的广告词却能产生最大的影响
In 1947, Ayer copywriter Frances Gerety
1947年 艾尔的广告文案编写人弗朗西丝·盖瑞提
came up with the slogan
想出了一个广告语
‘A Diamond is Forever’
“钻石恒久远 一颗永留传”
and the association with eternal love was solidified.
钻石和永恒爱情的联系更加紧密
It’s appeared in every De Beers advert since 1948.
从1948年以来 戴比尔斯每一条广告中都出现过它
It’s been heralded as the ‘advertising slogan of the century’.
这句话被誉为“世纪广告语”
It was so successful Gerety worked on every De Beers campaign until 1970.
在1970年之前 盖瑞提在戴比尔斯如鱼得水
Shortly after it was immortalised
很快 这句话成为了永恒
in the Bond film of the same name.
在邦德的同名电影《金刚钻》上映后
#Diamonds are forever forever forever#
#钻石是永恒的 永恒的 永恒的#
What the slogan did was create the concept
这个广告语创造了这样一种观念
that a diamond ring would be kept by the betrothed for eternity,
即钻戒可以被订婚对象保存直到永恒
creating a special sentiment but also meaning fewer would be re-sold,
不仅营造了一种特殊的情感 而且意味着更不大可能被二次出售
therefore increasing the chance for De Beers to sell more, freshly mined stones.
因此 戴比尔斯有了越来越多卖出更多新钻的机会
Ayer’s copywriters were also skilled in directing consumer spending habits
艾尔的撰稿人还擅长引导消费者的消费习惯
suggesting a month’s salary was a good amount to spend on a ring,
暗示用一个月的薪水花在戒指上是值得的
then upping it to two by the 1980s.
并在20世纪80年代上升到买两个月的薪水
Before the second world war 10% of engagement rings contained diamonds
二战之前 10%的婚戒上有钻石
By the 1980s the number was up to 80%
到20世纪80年代 这个数目高达80%
Over the same period diamond sales in the United States
同期相比 美国的钻石销量
grew from $23 million to $2.1 billion.
从2300万美元增长至21亿美元
De Beers and N.W. Ayer & Son’s marketing masterpiece
戴比尔斯和艾尔父子广告公司的营销杰作
played on our emotions so powerfully
充分利用了我们的情感
that not only were they able to sell us a product we didn’t need
他们不仅能售出我们本不需要的产品
but they influenced the culture of marriage.
而且影响了婚姻文化

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视频概述

我们大多数人都认为用钻石婚戒求婚只是结婚的一部分,但这一传统实际上并没有存在那么久。它是由一些聪明的广告构思出来的,并因此改变了整个钻石市场。《这件事》是彭博数字原创系列,讲述了改变历史的决定性时刻背后的数字、人物和故事。

听录译者

收集自网络

翻译译者

Marie

审核员

审核员 AF

视频来源

https://www.youtube.com/watch?v=GCuwR4_kFQI

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