Monday, October 19, 2015

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. 

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