Right-hand rings are the new assertion of female freedom. As soon as journalists start writing about adverting campaigns, you know the ads are working. In the United States right now, you can hardly open a magazine without reading about the" latest trend in jewellery" — the right-hand diamond ring.
According to these news items, economically independent women, like the ones seen on Sex and City1, are no longer waiting for a man to buy them a rock for the ring finger of their left hand. Married or not, they are buying their own diamonds, and wearing them on the right hand as a symbol of their independence. Sales of rings are indeed up, but not for all (and maybe none) of this should be traced to a new wave in feminist thinking.
In fact, the trend can be traced to September 2003, when the giant De Beers2 diamond company launched a massive advertising campaign across the US called" Women of the World, Raise Your Right Hand." According to the ads, which appear in top-end magazines such as Vogue, wearing a diamond on the right hand means you are independentand free.
Obviously, the idea is to get well-paid women to buy their own diamonds, something they traditionally do not do. But in recent months Sarah Jessica Parker3, from Sex and the City, has been spotted with monster-sized right-hand ring, as has newly separated Halle Berry.
The idea of using feminism to sell stuff to women is not new. Before cigarette advertising was banned, Virginia Slims4 tried, through advertising, to link smoking with female independence. It worked: more women took up the habit.
The De Deers campaign is also working. In a recent magazine article, writer Hermione Eyre announced the" beginning of a revolution" in the diamond trade, saying:" (The ads) mark the creation of the Me-ring, as brilliant and expensive as an engagement ring, only symbolizing independence, not alliance. It is a token of love from you to yourself."
The New York Times has also weighed in5, declaring the right-hand ring finger the" bling finger" " bling" being the name given to the oversized, shiny jewellery that rap6 stars wear).
Not everybody is impressed. Erika Katz, who runs a jewellery design business from her website, declares the right-hand ring campaign "so stupid", especially the line that says" Your Left Hand Says’We’. Your Right Hand Says’Me’." " I’m married. I never stopped being who I was because I got married," Ms Katz said.
But not everybody agrees. Women of the world are putting out their right hands, with credit cards attached. Maybe it proves only one thing: men can’t tell these women what to do, but marketers certainly can.
Ⅰ. Complete these sentences according to the passage:
1. to the news items, independent women like the ones seen on Sex and the City are waiting for a man to buy them a ring.
2. The idea is to get women to buy their own diamonds, something they do not do.
3. The ads the creation of the Me-Ring, as brilliant and expensive as an engagement ring, only independence, not.
4. The New York Times has also, declaring the right-hand ring finger the “bling finger”.
Ⅱ. True or False:
1. In the United States right now, you can find articles or ads about the right-hand diamond ring.
2. According to the ads, wearing a diamond means independent and free.
3. It is quite original to use feminism to sell stuff to women.
4. It is unanimously agreed that right-hand ring campaign is wise and brilliant.
5. Marketers can persuade women to purchase diamond more effectively than man can do.