Until the 1960s, the shape and pitch of most U.S. ads were determined by a slogan, the phrase that attempts to sell a product by capturing its essence in words. With slogans such as “A Diamond Is Forever” (which De Beers first used in 1948), the visual dimension of ads was merely a complement. Eventually, however, through the influence of European design, television, and (now) multimedia devices, such as the iPad, images asserted themselves, and visual style became dominant in U.S. advertising and ad agencies.