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A diamond is forever: an analysis of how a single phrase redefined the value and perception of diamonds through simulation and hyper-reality in DeBeers advertising case

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Context, te paper will examine the concept of simulation and hyper-reality, cmprehend how media managed to manipulate and erase the basic line between fantasy and reality, ad create a false sense of value or consumer emotion. I will also analyse the concept of sign and signification, t find out the meaning behind the signs and symbols used in the advertisements. I post-modernism (especially in the context of capitalistic economies and post-modern developed nations), hperrealism is a concept that reveals a condition where human consciousness fails to differentiate between ‘real’ world (simulation) and actual reality (Baudrillard, 1994).

I other words, hper-reality typifies what consciousness distinguishes as "reality" in the cultural context where mass media has the power to alter incidents before presenting them to the readers/viewers. I has resulted from logically derived simulation processes, were signs, lgos or phrase-words are being used with increasing frequencies to substitute real products or emotions. Smbols or catchy phrase-words that imitate reality are being made to appear as simplified and easy to recognise. Tey first cover and then replace the real objects ad finally end up being more ‘real’ than reality itself (ibid).

Mdern culture has thus turned into a substitute for reality where “everything is therefore right on the surface, asolutely superficial. Tere is no longer a need or requirement for depth or perspective; tday, te real and the imaginary are confounded in the same operational totality, ad aesthetic fascination is simply everywhere” (Baudrillard, 1976, p According to Baudrillard as reality became increasingly hazy, ‘igns’ lost the link to their original representation (as exemplified in Warhol’s Campbell’s soup cans). and removed from their original meaning soon turned into copies of reproductions, wile fiction and reality merged and became one (ibid).

Tis state of hyper-reality was seen by Baudrillard as an advanced phase in the life-art where it could remove the even the smallest distinction between the false and the real and “Unreality no longer reside[d] in the dream or fantasy, o in the beyond, bt in the real’s hallucinatory resemblance to itself” (1976, p According to Baudrillard, te modern reality is ultimately defined by simulation, ad hyper-reality p Hyperrealism a creation of a ‘real’ model that lacks all. ..

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