Product: Beats by Dr. Dre
is the product being advertised.
Time Period: Around June 2014,
this advertisement was starting to become popular.
Purpose: The ad is trying
to convey that only winners use Beats products, and that simply by using them,
you will be able to succeed in the sport you play.
Target Audience:
·
The ad is mostly
targeted to soccer players, since the celebrity being used is a famous soccer
star that many soccer fans recognize. Nevertheless, people who enjoy listening
to their music, mostly right before a game, can be very interested in this ad
too.
·
The advertisers are
assuming the audience is familiar with common soccer stars, and that these
celebrities will motivate the audience to buy Beats products in order to
succeed in the sport they play.
o
Since the celebrity
in the ad is a male, it can give off a sense that men’s soccer can be more
popular and easier to recognize than women’s. Although these assumption are
mostly true just because men’s soccer is more televised, using a woman in the
cover would not hurt the ad, it would actually reinforce the thought of
equality, and it would put women’s soccer in equality to men’s.
o
Race is not
discussed or differentiated in this particular ad, but a detail has to be
pointed out, and it is that the ad is using a Brazilian player, and Brazilian
players are believed to be the best soccer players in the world.
o
Class is not
distinguished in the ad simply because any type of person can follow soccer and
be interested in Beats products.
Type of Claim:
Snob
appeal can be related to this advertisement because it makes it seem as if the
consumer who uses the headphones will become part of the group that is laid out
just above the title; the unique group of champions. The claim “We are
Different and Unique” is also used because only the best of the best are able
to join the team, and every single player would be using Beats product. Since
the ad uses a celebrity to attract consumers, it is using the “Endorsement or
testimonial” claim.
Persuasive Appeals:
The ad uses pathos with Neymar, the soccer super star, by
portraying him in a focused state. He is showing determination which is exactly
what is needed to be successful in the game, and the headphones are playing a
big part in his focusing. Logos is not used since the ad lacks any form of
statistics. At last, ethos is best used with the celebrity, Neymar, who is
trying to convince the audience that the headphones indeed help the player
become focused and determined.
Possible
Consequences:
·
Consumers can instantly
begin to buy the product, causing a short-term consequence. Instead, a
long-term consequence would be that Beats sales increase over time, along with
their affiliation to soccer. Therefore, helping soccer become an even more
popular sport.
·
The messages create
unrealistic expectation for the consumer in different ways. First of all, just
by using the headphones before a game will not guarantee a completely
successful game. Also, regular players that wear Beats will most likely never
reach the level of professionalism that stars like Neymar have.
·
The advertisement that
includes Neymar wearing Beats before a game is not preventing anyone from
achieving their goals, therefore it is not undermining social change.
·
The ad is not
provoking any drastic social change that can force the ad to be held
responsible for it. The advertisement is simply trying to sell an electronic to
the daily consumer, therefore it is not socially responsible.
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