The engagements of J. Courtney Sullivan Review

“A Diamond Is Forever” – this wisdom, it would seem, is valid for ages. What could a longing for lasting love better symbolize than such a carbon crystal – ancient, rock hard, of crystal-clear beauty, extremely rare and extremely expensive

But the mineral is also despicable goods and is marketed as artificial flowers and milk chocolate. The phrase “A Diamond Is Forever” may well move you to tears, when delivered breathed the beloved, but he’s just an advertising slogan that should boost the decline in sales again.

De Beers is the largest Rohdiamanten- dealers in the world. Since 1866 digging in their own mine in South Africa’s Kimberley to the rare stones. The expansion of mining rights and improved techniques increased the offer in the first half of the 20th century, leaving prices fall. New markets had to be found: diamonds for everyone, not just the rich and powerful. Also American housewives, “the wife of the greengrocer,” “the girlfriend of the car mechanic” they should covet and can give at least a glittering Kleinkaräter.

To this end, the monopolist De Beers in 1947 commissioned the renowned advertising agency N. W. Ayer & amp; Son, Philadelphia, to develop a campaign. At the sight of a diamond ring on the finger of film and television stars, politicians and women Royal Highnesses to every simple heart beat faster and passionate sigh: “Had I but which has since …”

Mr. Cecil, director of Ayer-creative department, is annoyed when his copywriter Frances Gerety referred to it by the sentence that had occurred to her at night.

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The Sprachpurist place, “A Diamond Is Forever” trodden the grammar with feet (to “is” part of an adjective, adverb not – were still worried …). That he will ever become one of the most famous slogans and would give a year-long successful campaign, no one suspects.

The Biography of Mary Frances Gerety (1916-1999) is one of the five storylines by J. Courtney Sullivan’s new novel ” The commitment < " J. Courtney Sullivan: "The Engagements" The four others in

alternately told storylines illustrate it were, the market practice. There are relational, love, engagement and marriage stories from the past decades in which diamonds play their typical roles and are thus linked with each other and Frances Geretys story.

1972 expected Evelyn and Gerald, on can look back many happy years of marriage, her forty year old son Teddy, who is about to divorce. Evelyn will make every effort to dissuade Teddy from the separation, because Julie is the dream of every law. In retrospect, we learn of Evelyn’s first great love, the Harvard student Nathaniel. Also its roommate Gerald loves Evelyn, but she chooses the former, who comes from a humble background and his studies even have to earn. Their romantic relationship ends abruptly in a car accident …

In 1987, the Christmas season of paramedic James and his family is overshadowed by worries. His beloved wife Sheila was attacked at the grocery store and robbed of their simple diamond engagement ring. How can James meet their expectations and replace her loss? The house urgently needs repairs, the talents of the two children should be encouraged, but at the box office there is always calm …

2003 meditates Delphine, 41, for revenge. For the love she had left her husband Henri and her favorite city Paris and was the much younger P.J. pulled Manhattan. Meanwhile, the world-famous violinist has turned out to be boorish, conceited snob. And now she also has caught him in the act, as he raged with a rival in the down. She will pay him back. He will not even recognize his apartment … However, there is still the matter of the noble diamond ring that already P.J.s mother wore …

2012, Jeff and Toby get married in Massachusetts. Hundred guests have been invited, the relationship has traveled with the kids, including Jeff’s cousin Kate with partner Dan and three-year daughter Ava. Kate hates all commercial Wedding fuss. With the money that is thrown out for this nonsense to the window you so much good in the world could do. What value alone, the rings may have that Jeff has been at a jeweler in order – possibly stuck in it even “blood diamonds”. But Kate does not want to ruin the gay marriage to her cousin; So she puts a good face on a bad game, and Ava is dressed as a bride girl …

As a delicate fountain splashing J. Courtney Sullivan’s “engagements” reassuring to himself, a broad American entertainment and social novel five time slots. Voltage spikes do not occur. While such peripheral details such as the clothing of female athletes at the Winter Olympics in 1980 are laid out in Lake Placid and current events (presidential elections, stock market crash, the terrorist attack on the Twin Towers …) flows in sensitive issues such as the most tapped the “blood diamonds” , The social changes over the decades are visible on small details: no bride classes no marriage; only men can file for divorce; black-white intermarriage can be authorized until 1967; same-sex marriages are now possible only in a few American states.

short excerpts from Ayer documents that provide insight into the fact base and the strategy of the advertising company are particularly revealing give, such as internal memos and annual reports for De Beers. Because financial margins to be explored: “Two months’ salary is a policy that both income inequality observed and to encourage the man to pay more,” it said 1990

The leading protagonist Frances Gerety embodies the liberated woman of her time.. “She wanted to stay … even for anybody to be the Hasilein.” With a marriage that did not work together at that time, nor wife and professional world. While their male counterparts recognition einheimsen be invited to De Beers of South Africa and receive valuable gifts, Frances has a hard time until 1988, when one in London “Fifty Years of Ayer & amp; De Beers.” Celebrates the 72-year-old Retiree is late honor.