Seen on a billboard on I-80: “Buy a diamond. That’ll shut her up.”
It’s hard to express how much this grates on me. It wasn’t for a company that I had heard of, but it makes me not want to buy a diamond—ever. The idea that a woman needs to be “shut up” and that a diamond is just the thing to do it is incredibly sexist. Apparently there are similar ads for diamond jewelers that say “Maker her speechless. For a change.” Again it relies on a tired stereotype of women as motormouths who don’t know when to be quiet.
Jewelers just aren’t very creative when it comes to making up new ads. I saw this on a billboard a week after I saw the first one: “She’s lying. She does want a bigger diamond.” Not only is this offensive to women, implying they don’t know their own minds, like the other ad, it also puts men in the position of being the purchasers. As if women don’t buy diamonds? I bought a substanial amount of jewelry for Christmas presents this season. But the jewelers who advertise in such a sexist way can rest assured I won’t be giving them business anytime soon.
I found the website for the jeweler who thinks women lie about wanting a bigger diamond, and I e-mailed them about how offensive I find it. I’ll let you know if I get a response.