This journal analyzes a print advertisement by A Diamond is Forever that uses stereotyping and persuasion. It stereotypes men as silly and women as dull and materialistic. It also implies that couples don't work on problems but instead give expensive gifts to forgive mistakes. The ad persuades men to buy diamonds so their partner will think they're funny again and forgive any issues, rather than directly asking the audience to purchase diamonds. It depicts the idea that gifts can make women happy and resolve all relationship problems.

1. Name: Chong Yu Xuan
ID Number: 0317950
Course : Social Psychology
Title: Journal

2. This print advertisement by A Diamond is Forever. The social psychology concept that is
reflected in this advertisement is persuasion and stereotyping. Stereotyping is a hasty
generalization about a group based on judgement about an individual from that group. This
advertisement is gender stereotypical for both men and women, it implies that men makes
silly mistake that women do not deem “funny” in any way. The advertisement also
stereotypes women out to be dull, dim witted and materialistic .Other than that, it also implies
that couples today do not work on problems or try to be there for another , they simply give
expensive things to one another and all is forgiven. Persuasion is also reflected in this

3. advertisement . Persuasion refers to efforts to change others’ attitudes through the use of various
kinds of messages. This advertisement uses messages that do not appear to change attitudes, which is
one of the successfulpersuasions. The massage shown is indirect in a way that it did not ask the
audience to buy its product directly ,but instead says their product can make your female partner
“thinks you’re funny again”. The advertisement is persuading men to buy A Diamond is
Forever by telling men that their diamonds can make his partner forgive him, instead of
stating it wants you to buy their product directly . This advertisement persuades men with
problems in their relationship to buy diamonds for his partner , so that they could be forgiven
and their mistakes would be forgotten. It depicts the idea that men can make women happy
and resolve all problems by giving her a piece of jewellery.