Financial Times FT.com

Secret sellers: Appealing to the cash-strapped divorcée

By Syl Tang

Published: June 12 2009 16:04 | Last updated: June 12 2009 16:04

The kitschy Cash4Gold.com commercial is as recognisable to millions in the US as the Hamlet cigars happiness spots would be in the UK.

With the tagline “send in your unwanted, unworn gold jewellery for cash”, the advertisement, which seeks to entice viewers to mail in broken gold chains with the promise of a prompt cheque, has become such a pop culture reference that it is cited by talk show hosts such as Jay Leno and David Letterman.

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