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.