Harper's Weekly - Diamond Advertisement

This diamond advertisement is shown in Harper’s Weekly’s  May 30, 1868 issue. The advertisement is seen as “sensational advertising” due to the fact that it is eye catching. The letters are different fonts and sizes. Once the advertisement catches the readers attention, the reader notices that they have the “finest” diamonds. This differs from the older style of advertisements, where advertising had long instructive and detailed description. The only detailed description that is given about their diamonds are that they are the “Finest.”

This advertisement is placed here purposely for the readers to do a tessellated reading between this ad and The Moonstone. This shows up a page or two before The Moonstone instalment. Therefore, when reading The Moonstone, the readers mind will keep going back to the diamond ad that caught their eye. This part of The Moonstone, has Franklin Blake coming back from England for one purpose, which is to solve the mystery of the Moonstone. It would be pretty hard for a reader, not to recall the diamond ad while reading this instalment.