hyperexpensive

Every jewelry company put out ad campaigns based on the idea that buying expensive jewelry is the only way to show a woman you love her. Kay Jewelers has a very popular slogan, "every kiss begins with Kay." Other than a cute play on words they use the metenarative that every woman wants expensive jewelry. This slogan insinuates that the only way for a woman to love you is to buy her jewelry from Kay Jewelers. While no one takes this completely literally in a subtle way it becomes ingrained in how we think. In a 1949 song by Jules Styne entitled Diamonds are girls best friend says, "The French were bred to die for love. They delight in fighting duels. But I prefer a man who lives. And gives expensive jewels". These lyrics basically say, "forget love, I want diamonds". Thus implanting something in the average man that the only way to make his wife happy is to buy something he cannot afford. These jewelery companies use their ad campaigns to make people think that whatever they are selling is the only way to make their wife happy.

http://www.kay.com

http://www.ourweddingsongs.com/bouquet-toss-songs/diamonds-are-a-girls-best-friend-lyrics