Ask almost any woman what is a girl�s best friend and most would say diamonds. Jewelry in general is very popular amongst women. It is seen as glamorous, elegant and eye catching. But there are many different types of jewelry and several varying fashions to wear jewelry. It gives an immediate image and impression of a person, and the impression a certain individual wants to achieve will determine what jewelry they wear. Everyone wants what they wear to be noticed, but over recent years there has emerged a �bling bling� culture among certain groups of young people. Many young people are influenced by celebrities and other influential figures that have made it almost trendy to wear gaudy jewelry. The people of this subculture endorse the idea that more and bigger jewelry is better. Of course everyone does not agree with this ideology, and some women find it preferable to wear less, possibly more expensive jewelry. I am currently looking at how advertising is aimed at these different groups of people, what cultures different jewelers aim their advertisements at, how they appea......

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