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Frances Gerety

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The Resume

    (1916-April 11, 1999)
    Born in Philadelphia, Pennsylvania
    Birth name was Mary Frances Gerety
    Copywriter for N.W. Ayer & Son (1943-70)
    Coined the slogan ‘A Diamond Is Forever’ for De Beers (1948)

Why she might be annoying:

    She was hired to write ads for women’s products.
    When Ayer and Son celebrated the 25th anniversary of their association with De Beers, the agency’s male executives got gold watches; she got squat (1963).
    Ironically, given her role in promoting diamond engagement and wedding rings, she never married.

Why she might not be annoying:

    Her slogan has appeared in every De Beers ad since 1948.
    Four years after the slogan was introduced, 80 percent of couples marked their engagement with a diamond ring – up from less than 10 percent before WWII.
    Her slogan was famous enough to inspire the title of Ian Fleming’s fourth James Bond novel, ‘Diamonds Are Forever.’ (1956)
    ‘A Diamond Is Forever’ was named best slogan of the 20th century by Advertising Age.

Credit: C. Fishel


Featured in the following Annoying Collections:

Year In Review:

    In 2021, Out of 9 Votes: 77.78% Annoying
    In 2020, Out of 1 Votes: 0% Annoying