Bose Speaker Advertisement

Product:  The product being advertised is the new speaker introduced by Bose, the SoundDock Series II.

Time Period:  The speaker was first introduced to the audio market along with this advertisement in September 2008.

Purpose: The ad is trying to persuade the audience by stating that there is no other sound system of this size that can match the quality of this product.

Target Audience: 

·         The main targets to this ad are audiophiles and people who travel constantly. Audiophiles would like to hear and test if the sound is truly what Bose is implying in the ad, and travelers would enjoy taking their music in a portable yet high quality product.  

·         The advertisement assumes that people appreciate their music just enough that they are looking to find the best sound products in the market.

o   There are no gender assumptions since both men and women can enjoy music on the go in high quality.

o   Race is excluded from the ad to allow for a broader range of people that might be interested in the product.

o   Social class is not introduced in the ad because they want to make it seem as if anyone can buy and enjoy the product, no matter what the actual price might be.

Type of Claim: 

Weasel words are being used because the ad states that Bose “doesn’t think” the costumer will find a better combination of size and performance. The transfer claim is used since purchasing the products will allow the user to enjoy their own music at the highest quality. We are different and unique is also used because Bose states that there are no other speakers that can match its quality.

Persuasive Appeals: 

Pathos is mostly seen in the large paragraph where the product is described in detail saying that the SoundDock will allow you to listen to music in a way you will enjoy, in a manner you have never heard before. Logos is not used in the ad since there aren’t any statistics. At last, Ethos is used in the phrase “Bose musical performance is the result of our commitment to research and exclusive Bose technology.” This guarantees us that there is research done behind the product to achieve the best quality.

Possible Consequences: 

·         Short-term consequences could be that people begin buying their products right away. Also, Bose’s competition can begin manufacturing similar products right after they notice this advertisement. As for long-term, this advertisement will be replaced by a newer and even better speaker.

·         The advertisement sends an unrealistic expectation because there are so many audio companies out there that one will be better than the Bose speaker advertised here; not all people will fall in love with the way this speaker sounds.

·         When it comes to social change, the ad is not provoking any profound consequences in society since the biggest effect it can have is for a large multitude of people to buy the product. Since the main goal would be to monopolize the audio market, the advertisement would most likely attempt to encourage social change so people only look to buy their product.

·         The advertisement lacks any form of stereotype that could be considered responsible for any drastic social changes. Therefore, it is not socially responsible to any profound consequences to society. 

Bose Billboard Advertisement

Product:  The product advertised is the high fidelity Bose headphone, the QC 15.

Time Period:  This ad was most likely released during 2009.

Purpose:  The purpose of this ad is to express how great sounding the headphones are, and that they will make the audience feel like they are next to the producer, hearing the music.

Target Audience: 

·         Audiophiles, or people who enjoy listening to their music in the highest quality possible, are the main audience of this advertisement.

·         The advertisers assume that the audience wants the highest quality headphones to enjoy their music.

o   Gender assumptions are not present in this ad. This is probably done to keep both men and women interested in this product, since they want as many people as possible to buy their product.

o   Race assumptions are also over-looked in this advertisement with the final purpose of keeping as many people interested in buying their product as they can.

o   The biggest class assumption that Bose tries to make in this ad benefits both Bose and the targeted audience. The man that is listening to music is wearing casual clothes, perhaps too casual. It is noticeable that the man is not from a wealthy class, therefore the assumption that any social class can afford great quality music benefits and encourages people to buy this Bose product.

Type of Claim:

Weasel words are used in the main quote because it suggest that you “think” you are there. Once you look at the sentence in detail you can tell that the headphones do not really guarantee such a thing. Transfer is also used because the picture of the guy listening to music shows that he is happy and enjoys using the product. Touching back on the class assumption, the man in the ad is just a regular person that is enjoying his music, therefore the advertisement uses the Plain Folk technique. At the end of the sentence in the ad, the reader can be left with an unfinished claim, wanting to know more of what the advertiser is trying to get across. At last, the vague claim is used because the information about the headphones is not giving any keep concepts about the product.

Persuasive Appeals:

The ad uses pathos because it expresses tranquility and a state of happiness by showing the man listening to music in a very relaxed manner. Other than this, the ad lacks any statistic or a credible source that can convince the targeted audience that the information about the product is factual. Therefore, ethos and logos are not seen in this advertisement.

Possible Consequences: 

·         Immediate consequences can be that the targeted audience buys the product after seeing this ad. On the other side, long-term consequences can be that the company sales increase over time.

·         The message the ad is trying to express is that the headphones have such high quality that the listener will feel like they are at a live concert. This is very hard to achieve, especially with headphones that are as old as these, therefore the message sets surprisingly high expectation that will fall short.

·         Since the advertisement is not preventing anyone from achieving their goals and is not provoking anyone from changing their lifestyle, the ad is neither countering nor undermining social change.

·         The advertisement is not socially responsible because it is not directly or indirectly promoting social change.

#SOLOselfie Beats Advertisement

Product:  The products in the advertisement are Beats solos that are so famous in this headphone brand.

Time Period:  This specific ad was first seen in November 2014.

Purpose:  The purpose is to persuade regular consumers to buy the Beats solos by displaying celebrities and common ways of interacting with people, such as having parties and taking selfies.

Target Audience: 

·         The targeted audience are teenagers, or the new generation of people that can relate to all the different things that are going on during this ad. People who relate to exotic parties, multiple selfies, and young celebrities will be the ones that are most attracted to this ad.

·         The advertisers are assuming that people interested in this ad already have background knowledge about Beats Company and how they are one of the most popular headphone brands in the world.

o   Gender assumptions are not seen in this advertisement. Even though the celebrities in the cover are female, this has nothing to do with gender supposition since it does not directly state that only women can do these kind of things.

o   The ad does not refer to any racial assumption other than any person can enjoy a party. There are no race exclusions because Beats does not want to discriminate any person’s race who might be potential customers.

o   Just like its approach towards race and gender, the ad is very neutral about class. Whether scanning the ad very detailed or just looking it over, the audience can notice that its purpose is not to assume or exclude any kind of person, but to lure them towards their product.

Type of Claim:

Snob appeal is almost always used in Beats products because it is their way of selling and publicizing their headphones. Beats wants to make it seem like buying their product will be an introduction to a new lifestyle where the consumer can be part of the Beats family. Bandwagon can also be a claim that describes this ad since the biggest reason people buy Beats is not necessarily because of the quality, but instead, people buy them for their popularity. Since the ad does not focus on a single aspect of the targeted audience or of the product itself, meaning the claim is not extremely clear, the ad uses The Vague claim. At last, the Endorsement or Testimonial claim is used since the advertisement uses a celebrity for persuasive reasons.

Persuasive Appeals:

The ad can convey an exciting feeling because one of the celebrities advertised in the ad seems to be in an enjoyable mood. In this manner, pathos does its job at expressing that exiting feeling to the audience. Logos is not used as a persuasive technique in this particular ad since the ad lacks any statistics. At last, ethos is used in the simple manner that the main characters in the ad are celebrities, which try to convince us to buy this product.

Possible Consequences: 

·         Short term consequences can be simplified down to the targeted audience actually buying the product soon after they see this advertisement. In contrast, long term consequences can be that Beats sales increase over time as the ad gains popularity.

·         The message sets a realistic expectation for people because it is easier for them to enjoy their time when they are able to listen to their music. The whole point of this ad is to convey a happy feeling when wearing Beats headphones.

·         Since the advertisement is not preventing anyone from achieving their goals and is not provoking anyone from changing their lifestyle, the ad remains neutral towards the particular subject of social change.

·         The ad could be considered socially responsible in the fact that the whole scenario is set around a party. As many teenagers gain interest in this product, many parents are not going to like the ad encouraging their kids to attend these sorts of parties just because they saw it in a Beats ad. This is the reason why the advertisement could be held socially responsible for encouraging teenage parties.

Soccer Super Star Beats Advertisement

Product:  Beats by Dr. Dre is the product being advertised.

Time Period:  Around June 2014, this advertisement was starting to become popular.

Purpose:  The ad is trying to convey that only winners use Beats products, and that simply by using them, you will be able to succeed in the sport you play.

Target Audience: 

·         The ad is mostly targeted to soccer players, since the celebrity being used is a famous soccer star that many soccer fans recognize. Nevertheless, people who enjoy listening to their music, mostly right before a game, can be very interested in this ad too.

·         The advertisers are assuming the audience is familiar with common soccer stars, and that these celebrities will motivate the audience to buy Beats products in order to succeed in the sport they play.

o   Since the celebrity in the ad is a male, it can give off a sense that men’s soccer can be more popular and easier to recognize than women’s. Although these assumption are mostly true just because men’s soccer is more televised, using a woman in the cover would not hurt the ad, it would actually reinforce the thought of equality, and it would put women’s soccer in equality to men’s.

o   Race is not discussed or differentiated in this particular ad, but a detail has to be pointed out, and it is that the ad is using a Brazilian player, and Brazilian players are believed to be the best soccer players in the world.

o   Class is not distinguished in the ad simply because any type of person can follow soccer and be interested in Beats products.

Type of Claim:

Snob appeal can be related to this advertisement because it makes it seem as if the consumer who uses the headphones will become part of the group that is laid out just above the title; the unique group of champions. The claim “We are Different and Unique” is also used because only the best of the best are able to join the team, and every single player would be using Beats product. Since the ad uses a celebrity to attract consumers, it is using the “Endorsement or testimonial” claim.

Persuasive Appeals:

The ad uses pathos with Neymar, the soccer super star, by portraying him in a focused state. He is showing determination which is exactly what is needed to be successful in the game, and the headphones are playing a big part in his focusing. Logos is not used since the ad lacks any form of statistics. At last, ethos is best used with the celebrity, Neymar, who is trying to convince the audience that the headphones indeed help the player become focused and determined.

Possible Consequences: 

·         Consumers can instantly begin to buy the product, causing a short-term consequence. Instead, a long-term consequence would be that Beats sales increase over time, along with their affiliation to soccer. Therefore, helping soccer become an even more popular sport.

·         The messages create unrealistic expectation for the consumer in different ways. First of all, just by using the headphones before a game will not guarantee a completely successful game. Also, regular players that wear Beats will most likely never reach the level of professionalism that stars like Neymar have.

·         The advertisement that includes Neymar wearing Beats before a game is not preventing anyone from achieving their goals, therefore it is not undermining social change.

·         The ad is not provoking any drastic social change that can force the ad to be held responsible for it. The advertisement is simply trying to sell an electronic to the daily consumer, therefore it is not socially responsible. 

Noise Cancelling Bose Advertisement

Product:  The new noise cancelling headphones are being advertised by Bose.

Time Period:  This advertisement was made around the same time that the product was released, which was in 2003.

Purpose:  The ad is trying to persuade the audience to feel curiosity by what the headphones can offer. In this case, they are able to cancel out any noise allowing the listener to focus only on the music.

Target Audience: 

·         The target audience for this particular advertisement are people who listen to music while they constantly travel. This is obvious because the only two words that are colored differently in the caption are “music” and “travel”. This is to grab people’s attention who constantly travel and listen to music.

·         The advertisers assume that daily consumer want a headphone that is able to block out all those unwanted outside noises.

o   Gender is not described as an affecting aspect for this advertisement because it simply doesn’t touch the subject. This is probably done on purpose to broaden the amount of people that could be interested in this subject.

o   Race is not involved in this advertisement in means to avoid offending anyone and allow for more people to consider buying this product.

o   Class is also not defined in this advertisement. Yet, people who travel constantly are most likely from a wealthier class, since traveling in a regular basis can be very costly.

Type of Claim:

Weasel words can be the first type of claim used in this advertisement when it states that music and travel “can” take you places. The quoted word appears to be substantial at first glance but can disintegrate into meaninglessness when analyzed. Also, the “So what” claim is put into action because you can literally ask the question, so what? This means that the information gives no real advantage about the product. Another claim that is obvious in the advertisement is the “Water is Wet” claim since the ad states that “travel can take you places.” This is obvious since moving from one destination to another is the definition of travel. At last, it uses the rhetorical question claim since it is asking, “why not leave the noise behind?” This is the whole purpose of the advertised headphones, to cancel out unwanted outside noise.

Persuasive Appeals:

Pathos is best used with the colored words “music” and “travel”. This sets the mood of vacation since they are both activities that can result in extreme relaxation. This can put the audience is a happy mode to buy these headphones. Statistics are not used in this ad, so logos is not seen. At last, ethos is used in the small paragraph that tries to convince the audience that the noise cancellation really does work by backing-up the statement with “Bose technologies.” They are using their company hardware to convince the audience of the headphone’s efficiency.

Possible Consequences: 

·         A possible short-term consequence of this ad is that the consumer immediately goes out and buys the product. In contrast, a long-term consequence is that this ad can boost Bose sales for this particular product.

·         The advertisement can create some unrealistic expectation towards the fact that a person cannot necessarily go places if they only listen to music and travel. When placing the limitation to just these two things, the people that focus on them will fail to “go places”.

·         This product is originally made to cancel out any outside noise, whether it is someone’s voice or a plane’s engine. Here, there are clues that society is shifting from interaction with each other to a more private state of mind. Going further into the subject, people that are traveling on a plane want to relax, and they do this by using headphones that cancel other outside noises, in contrast to a few decades ago where everyone would interact with each other, since there were no electronics.

·         The ad cannot be held responsible for any social change, or stereotypical comments simply because it does not talk about any of these subjects. The ad is just evolving with society which is the one demanding these sorts of products. 

Beats Pill Advertisement

Product:  The famous Beats studios have created a new portable speaker that people will be likely to choose over the competition.

Time Period:  The product was unveiled October of 2012.

Purpose:  The ad is trying to introduce the new portable speaker into the audio market as a successor of the famous Beats headphones, which are glorified all over the world. While introducing it, the ad wants people to buy the Beats products in the picture highlighting in red the 10% sale.

Target Audience: 

·         The targeted audience are audiophiles, people who are enthusiastic about high fidelity sound production. They will be interested in this product because Beats is a well-known brand for its audio production. Also, teenagers who want the newest and coolest accessories will be interested in the amazing Beats. People that attend the gym in a regular basis might be interested since the headphones could offer noise isolation so they can enjoy only their music when they workout.

·    The ad assumes that people are familiar with the product and know that it is an accessory that is wore quite often by many famous celebrities.

o   The advertisement leaves out any gender assumptions because it wants to target as many people, whether male or female, as possible.

o   The advertisement leaves out any race assumptions because it would narrow the range of people who would be interested in the new product.

o   Although social class in sot very defined in the ad, it is important to notice two details about the product. Beats are expensive and everyone loves a discount. Although wealthy people might not be attracted as much to the discount, people who struggle to spend around $300 for an audio device will be glad to take advantage of the sale. This assumption reinforces the ad with the discount without challenging any poor people with stereotypical comments.

Type of Claim:

Snob Appeal is used simply because Beats is a popular advertisement that makes people, especially teenager, wear it to stand out from the crowd. The “So what” claim is also used because the advertisement introduces the audience to the complete Beats family but doesn’t encourage or state the reader what to do with that information. Should they buy it or just appreciate that they made a new product?

Persuasive Appeals:

Pathos is not used in this ad because it is not involving any emotion by the pictures in the ad. Logos is being used by that 10% sale that will attract many people to notice the advertisement and result in purchasing the product. The only Ethos strategy is used in the brand itself, Beats is very popular and sponsors many different things, so the brand makes the target want to be part of the “Beats family”.

Possible Consequences: 

·         Short term consequences would be that a consumer buys the product right after seeing this ad, without analyzing it much. On the other hand, a long term consequence would be for a new costumer to buy the product from this ad and become so astonished with it that he or she will begin to buy anything that involves Beats products.

·         The ad creates reasonable expectation since the product has a sale that will make it more affordable for most people.

·         The ad is most likely after the consumer who is currently using another product, other than Beats. It wants to change these people’s minds to lean more towards Beats products.

·         The ad is not conveying any stereotypical ideas that involve social change since it is a very simplistic ad that only contains electronics. It cannot be held responsible for any social actions since these would be very hard to find in this type of ad.

Aviator Bose Advertisement

Product:  The product being advertised is a headphone that is focused mainly on pilots.

Time Period:  The product was released July 2010, a date that can be very close to when this ad was made.

Purpose:  The purpose of the advertisement is to attract pilots to the product by showing that the headset does its job well, which is blocking noise and allowing the pilot to focus on flying.

Target Audience: 

·         The targeted audience is very clear in this advertisement since the product is narrowed down to pilots, subsequently, the headset being sold is most useful in this sort of job. This is expressed by the picture in the advertisement of a pilot wearing the headset.

·         The advertisers assume that pilots that see this ad will be attracted to it by the layout of the advertisement.

o   The fact that the pilot is male can be considered slight gender inequality, but truthfully, it is very rare to see a female pilot. By this assumption, the male pilot can reinforce the advertisement since less than 6% of airline commercial pilots are women. While it benefits the ad, it cannot be taken as a stereotypical ad since it is not directly stating that only men are capable of being pilots.

o   Although the person in the advertisement is Caucasian, it is a very small detail to be able to expand it to racism or any sort of stereotype. This is why this ad lacks any race assumption.

o   Being a pilot can be consider high class because of the actual income and the benefits that come with it. This is the primary reason why this ad is more focused towards the high class. This assumption is realistic because the amount of people in the United States that are pilots is somewhat limited to a wealthier class. This can be taken as a stereotype to people who are not capable of being in a wealthy class or who do not relate to flying a plane.

Type of Claim:

The “water is wet” claim is used in the ad because it states something that can be true about any headset. Although this particular headset might be better than most, the pilot will always focus on flying, no matter what headset is being used.

Persuasive Appeals:

Pathos is best used with the advertised product because the pilot truly looks focused in what he is doing. This is really effective because it is a good way to portray how effective this headset can be. Logos is not used in the ad because it lacks statistical claims. The best way ethos is used is by reading the caption and connecting that to a possibility that the pilot might be the one saying those words. That being the case, we can trust that a true pilot has approved of what these headphones are capable of.

Possible Consequences: 

·         Possible short-term consequences could be that costumers drift from Bose because they are starting to branch into other areas where the company wouldn’t be the able to offer the best quality products. A long-term consequence would be that, over the course of time, Bose begins to attract an entire different category of people, perhaps shifting the company from focusing on music production, to electronics that have to with less sound fidelity.

·         The message created from this ad is pointed towards pilots only, excluding everyday people. Therefore, it can create unrealistic expectations for everyday people, since they would not be in need of this type of product. In contrast, the ad can set realistic expectations for pilots, the main people targeted in this advertisement.

·         The advertisement illustrating a product for pilots is not preventing anyone from achieving their goals, therefore it is not undermining social change.

·         Since the advertisement is not demonstrating any stereotypical images or any messages that could be responsible for drastic social change, social alteration cannot be held accountable to any of the points made across in this advertisement.