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.