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  • Authors: Mona Rudolph;

    Zusammenfassung Heutzutage stellen Diamanten ein äußerst gefragtes Gut dar, allerdings entwickelten sich die Edelsteine erst im Laufe der Zeit zu dieser absatzstarken Ware. Von den 1890er Jahren bis zum Zweiten Weltkrieg unterlag die Nachfrage nach den Steinen in den USA als weltweit größter Absatzmarkt erheblichen Schwankungen. Um die schwache US-amerikanische Nachfrage anzukurbeln, lancierte der Diamantenproduzent DeBeers zusammen mit der Werbefirma N. W. Ayer ab 1938 großangelegte und aufwändig gestaltete Werbekampagnen. Am Beispiel dieser Werbeanzeigen untersucht und rekonstruiert der Aufsatz die Vermarktung von Brillanten in den USA vom Zweiten Weltkrieg bis in die 1960er Jahre. An den Schnittstellen von Wirtschafts- und Kulturgeschichte angesiedelt, spürt die Untersuchung unter Berücksichtigung geschlechtergeschichtlicher Perspektivierungen den ökonomischen Interessen des DeBeers-Konzerns nach und fragt dabei immer wieder, wie sich die Wahrnehmung von Brillantschmuck im Laufe der Zeit wandelte. In den Werbeanzeigen richtete sich DeBeers zunächst vorrangig an unverheiratete Paare als Konsumenten, berücksichtigte bis in die 1960er Jahre jedoch eine zunehmend größer werdende Klientel. Dennoch achtete das Unternehmen sorgsam darauf, die Illusion des als rar und elitär geltenden Luxusguts zu bewahren und den Markt weiterhin zu regulieren. Letzteres fiel dem Konzern mit der Zeit immer schwerer, da permanent neue Produzenten auf den europäischen Diamantenmarkt drängten. Unter Zuhilfenahme wirtschaftswissenschaftlicher Theoreme rückt der Aufsatz in diesem Zusammenhang auch in den Blick, wie Diamanten allmählich zu einem Massenprodukt wurden, ohne als solches wahrgenommen zu werden.

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  • Authors: Wolfgang Will;
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  • Authors: Dirk van Laak;
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  • Authors: Michaela Schmölz-Häberlein;
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  • Authors: Matthias Thumser;
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  • Authors: Rebecca Krug;
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  • Authors: Sönke Neitzel;
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  • Authors: Mona Rudolph;

    Zusammenfassung Heutzutage stellen Diamanten ein äußerst gefragtes Gut dar, allerdings entwickelten sich die Edelsteine erst im Laufe der Zeit zu dieser absatzstarken Ware. Von den 1890er Jahren bis zum Zweiten Weltkrieg unterlag die Nachfrage nach den Steinen in den USA als weltweit größter Absatzmarkt erheblichen Schwankungen. Um die schwache US-amerikanische Nachfrage anzukurbeln, lancierte der Diamantenproduzent DeBeers zusammen mit der Werbefirma N. W. Ayer ab 1938 großangelegte und aufwändig gestaltete Werbekampagnen. Am Beispiel dieser Werbeanzeigen untersucht und rekonstruiert der Aufsatz die Vermarktung von Brillanten in den USA vom Zweiten Weltkrieg bis in die 1960er Jahre. An den Schnittstellen von Wirtschafts- und Kulturgeschichte angesiedelt, spürt die Untersuchung unter Berücksichtigung geschlechtergeschichtlicher Perspektivierungen den ökonomischen Interessen des DeBeers-Konzerns nach und fragt dabei immer wieder, wie sich die Wahrnehmung von Brillantschmuck im Laufe der Zeit wandelte. In den Werbeanzeigen richtete sich DeBeers zunächst vorrangig an unverheiratete Paare als Konsumenten, berücksichtigte bis in die 1960er Jahre jedoch eine zunehmend größer werdende Klientel. Dennoch achtete das Unternehmen sorgsam darauf, die Illusion des als rar und elitär geltenden Luxusguts zu bewahren und den Markt weiterhin zu regulieren. Letzteres fiel dem Konzern mit der Zeit immer schwerer, da permanent neue Produzenten auf den europäischen Diamantenmarkt drängten. Unter Zuhilfenahme wirtschaftswissenschaftlicher Theoreme rückt der Aufsatz in diesem Zusammenhang auch in den Blick, wie Diamanten allmählich zu einem Massenprodukt wurden, ohne als solches wahrgenommen zu werden.

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  • Authors: Wolfgang Will;
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  • Authors: Dirk van Laak;
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  • Authors: Michaela Schmölz-Häberlein;
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  • Authors: Matthias Thumser;
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  • Authors: Rebecca Krug;
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  • Authors: Sönke Neitzel;
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