Product: The product
represented here is new Beats Wireless that feature a cordless headphone and
also noise cancellation.
Time Period: The product,
along with the ad, were released in November 2013.
Purpose: The ad wants to
describe the two newest features that will put them ahead of the other
competitors.
Target Audience:
·
The targeted
audience can be narrowed down to people who watch basketball and like to listen
to music. This is due to the fact that only people that watch basketball would
be able to know who this celebrity is, and if he is using those headphones to
listen to his music and focus in the pre-game, then the people that know him
and have watched him play will most likely want those headphones.
·
The advertiser
assumes that these two feature, along with the celebrity, will gain the
attention of everyone who sees the ad, wanting them to purchase the product.
o
The biggest
assumption I can notice in this ad is that the celebrity being represented is a
male basketball player, relating that men are only interested in basketball.
This is not realistic since in an everyday basis, women watch almost as much
basketball as guys do. This assumption can harm the product and only drive it
to men understanding the advertisement since some women might find this to be
stereotypical.
o
Since an African
American is in the cover of the ad, it can be assumed that this race is rather
excelling in this kind of sport. Although this may seem racist, it is a fact
that a lot of African American people are extremely good in basketball, but
this may not necessarily affect the ad’s potential to lure people towards the
actual product. The use of an African American in the ad can cause many to
think of this as racism just because of the color difference, but let’s hope
that society has evolved past color inequality.
o
Since a celerity is
used in the cover, people might be driven to think that only wealthy people can
afford this product. This is not necessarily correct since the prices can range
to fit all kinds of budgets.
Type of Claim:
Transfer is being used because it shows the good side of
using Beats headphones, you are able to hear only what you want. Bandwagon is
also used because people will want to be part of the athlete squad that wear
Beats before the game. The vague claim is also present because the ad doesn’t
narrow down what they are referring to by the quote in the front of the
advertisement. At last, since a celebrity is used in the ad, it practices The
Endorsement and Testimonial claim.
Persuasive Appeals:
Pathos is used by the look of the celebrity in the
picture. You can tell that the headphones cancel most of the outside noise and
allows the listener to focus only on the music. The advertisement doesn’t use
any statistics, therefore it doesn’t use Logos. Finally, Ethos is being used
because it is using a celebrity, the Minnesota Timberwolves forward, Kevin
Garnett. This endorses the product to lend it more credibility.
Possible
Consequences:
·
A short-term
consequence of this ad is that if the player is doing well in the current
season, then people are most likely to be attracted to buying stuff he uses.
Instead, a long-term consequence could be that the player falls into a bad
season or switches teams making the audience resent their purchase and not want
to buy any more Beats products.
·
By using a celebrity
and describing the new features, it makes very realistic expectation for people
that are attracted to buying this products because by just looking at the
advertisement, there doesn’t seem to be a way it can be a bad purchase.
·
The ad does not
touch social change because there is very limited information in such a broad
subject. The best representation of social change is that Beats Company oversaw
the skin color of the athlete, they don’t care, showing an extreme social change
compared to 150 years ago.
·
Although this ad
uses the benefit of an African American basketball player, it is not
responsible for any profound social changes since it doesn’t state directly
that African Americans have to buy this product; while it incorporates race, it
does it in a minimal manner.
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