A small newspaper ad proves (again) marriage is no longer sacred.
July 22, 2009
Marriage. Let the buyer beware…
A small space newspaper ad has been vexing me for weeks… even months. Chicago Tribune. Lower right hand corner three pages in. A fierce looking blond woman stares right at me. Late twenties. Early thirties. Attractive. But there’s seriousness about her. Anger? Again: fierce.
Above her photo is the following headline: “My marriage didn’t work but selling my diamond did.”
Rose Estate Jewelers buys jewelry from consumers and has clearly identified a market for procuring diamonds: the not-so-gay divorcee’.
Totally makes sense. Especially during the recession. In the “Cash For Gold” era the value of estate jewelry is obvious, for consumers and commercial enterprise. Gold is selling for almost $1,000 dollars an ounce, the highest price I’ve ever seen in my life.
What disturbs me about the Rose ad is twofold:
1) The not-so-subtle jab at the unnamed man. He who gave the fierce blond the ring in the first place. Presumably, it was his money that bought the jewelry. Kind of sucks it’s a given she gets to keep the ring and sell it. Sometimes the “man” is not the cause of a marriage’s dissolution. Regardless, there is a presumption that ex-wives are entitled to their wedding rings –no matter what. Shouldn’t the property be sold and split like real estate? I’ve been married almost 20 years (!) so mine isn’t a case of sour grapes. I’m just saying is all…
2) The not-so-subtle jab at marriage. The very appearance of this little ad proves how inevitable and common divorce has become. Kind of sad. Not so long ago an ad like this, let alone the topic, would have been taboo as far as fodder for a sales pitch. Now it’s as mundane as page 4 in the morning paper.
Advertising is part of popular culture. Sometimes it even can mark a cultural shift. While the preponderance of divorce in our society is nothing new, this seemingly innocuous ROP ad makes it, sadly, old news.