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.
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