Hearts of Fire Diamond Ring Ad

The smaller text says,

Every hearts on fire diamond is cut and polished at 100% magnification to guarantee a life of intensity.

I honestly don't know what we're supposed to get out of this--that buying this ring will bring so much passion and "intensity" to your relationship (by setting your "hearts on fire") that there will be no reason to stray? That buying her a ring will turn her on so much that the sex will be fantastic enough to satisfy him? I really don't know.

From Metropolitan Home.

"Class Is Forever" Rolex Ad

I found this Rolex ad in Metropolitan Home magazine. Pair with this ad series that plays on the idea of "generations" of class. Or this ad for Patek Philippe ads, also using the generations theme. Then compare to this Acura ad that ridicules "trust-fund," old-money types. It could also lead to an interesting discussion about the ways in which we use the word "class" both as an economic group and as a personal characteristic (i.e., "She has class") and the way "classiness" is here turned into something you can buy for yourself.

Patrick Philippe Watches: Commodifying Family Traditions

This is an ad I found in The New Yorker for Patek Philippe watches. The text in the lower-left corner says "You never actually own a Patrick Philippe. You merely take care of it for the next generation." So by buying an expensive, new watch, you're creating a "tradition." I'm going to use this in the future when I talk about inventing traditions.

Cartier Ad: How Far [Into Debt] Would You Go for Love?

Proving your love = spending a lot of money. I found this in the New Yorker.

Commodification Of Alternative Cultures

This is a nice compliment to our post of the t-shirt with pictures of safety pins on it (an example of the co-optation of grunge culture):

A fake razor blade necklace (worn by man behind the check-out counter today).

When you're so tough that you are compelled to hang a razor blade around your neck, but not so tough that you want an ouchie.

For girls too! (I am assuming.)


This one is a nice example, also, of the way in which we "play" with gender by collapsing traditionally distinct ideas (masculine toughness symbolized by the razor blade and sweet femininity symbolized by the heart) (see also sparkly camoflauge, trucker hats with the word "princess" written across them, and pink sports jerseys [anyone want to track down some pics?]).

Buy the fake razor blade jewelry here and here (or don't).

Hello Kitty, Buy Buy Boys & Naughty Girls

In an effort to expand the Hello Kitty brand, Japan's Sanrio Co. has come out with a line of products for boys and men. Gone is the ubiquitous pink and Hello Kitty's face!

And, for girls and women who would rather be bad than good, a winking Kitty who's pulling up her skirt.

Via: AP

Breast Appraisal

Apparently, those "If You Really Love Her, You Have To Buy Her Diamonds" ads only tell one side of the story. You can still objectify a woman's body and commodify your relationship with her, but on the cheap! Apparently, some folks are on a limited budget, so you can have fake breast or real diamonds, but not both.

Thanks, Prince Charming!

I couldn't find the Mayor ad Lisa was looking for, but I did find this ad:

First, it's a commodification of love. The slogan points to the fact that jewelry really tells her how much you love her.

Second, notice the consumption upon consumption: you can buy charms representing things you can buy. No, wait, it's even more layered, you can buy jewelry in the shape of jewelry. And the inclusion of a purse doubly symbolizes consumption. You buy purses and you carry a purse in order to buy strapless dresses and heels etc.

Finally, notice how gendered the whole thing is. A tiara? Come on! Is she six? No briefcase? No I guess not.

Commodification of Women's Power

This is a two-page ad from The New Yorker. Notice that women need to wear gold jewelry to have "true power."

Consumption as Independence: More Right-Hand Ring Ads

The top one says "I don't strive for success, I am success." The bottom one says "Celebrate who you are with a diamond right hand ring."

Commodification of Women's Independence