Just Looking ...

Earlier in the blog there was a submission on the value of diamonds in our society. I stumbled on an advertisement reflecting this in a magazine -the ad shows a couple in romantic embrace with the caption claiming “Monogamy: Every Hearts on Fire Diamonds is cut and polished to the 100X magnification to guarantee a life of intensity”. It seems to imply that with this diamond comes committed intense love. The work of Baudrillard on representation discusses three types of representations. This ad seems to demonstrate representation in the form of masking and perverting reality. It portrays a certain lifestyle choice but viewers still respond and recognize the diamond’s association with committed romantic love. I think it is an entertaining association because the people are not wearing the diamond ring – but rather portraying what we might read as “a life of intensity”. It is also interesting that suddenly monogamy is something that can be bought.