Engagment ring

A Diamond is Forever To women it represents pure beauty; to a man, money. It is a girl's best friend, and a symbol of a man's affection. The ad is directed to women, with the assumption that the women will present the ad to the men, giving a subliminal message that the diamond is exactly what they want. Men will attempt to do whatever it takes to show their affection and make women happy, including …

…dreams, give her the diamond of her dreams." This catches the men's attention, and gives him a comfort level for making the right decision in his purchase. The company name is immediately recognized in the ad by it's bold face type, and the company's long standing background is stated simply. The ad also indicates more information about the company and diamond buying tips through a free phone number or a visit to their web site.