Product: The products in
the advertisement are Beats solos that are so famous in this headphone brand.
Time Period: This specific ad
was first seen in November 2014.
Purpose: The purpose is to persuade regular consumers to buy the
Beats solos by displaying celebrities and common ways of interacting with
people, such as having parties and taking selfies.
Target Audience:
·
The targeted
audience are teenagers, or the new generation of people that can relate to all
the different things that are going on during this ad. People who relate to
exotic parties, multiple selfies, and young celebrities will be the ones that
are most attracted to this ad.
·
The advertisers are
assuming that people interested in this ad already have background knowledge
about Beats Company and how they are one of the most popular headphone brands
in the world.
o
Gender assumptions
are not seen in this advertisement. Even though the celebrities in the cover
are female, this has nothing to do with gender supposition since it does not
directly state that only women can do these kind of things.
o
The ad does not
refer to any racial assumption other than any person can enjoy a party. There
are no race exclusions because Beats does not want to discriminate any person’s
race who might be potential customers.
o
Just like its
approach towards race and gender, the ad is very neutral about class. Whether
scanning the ad very detailed or just looking it over, the audience can notice
that its purpose is not to assume or exclude any kind of person, but to lure
them towards their product.
Type of Claim:
Snob appeal is almost always used in Beats products
because it is their way of selling and publicizing their headphones. Beats
wants to make it seem like buying their product will be an introduction to a
new lifestyle where the consumer can be part of the Beats family. Bandwagon can
also be a claim that describes this ad since the biggest reason people buy
Beats is not necessarily because of the quality, but instead, people buy them
for their popularity. Since the ad does not focus on a single aspect of the
targeted audience or of the product itself, meaning the claim is not extremely
clear, the ad uses The Vague claim. At last, the Endorsement or Testimonial
claim is used since the advertisement uses a celebrity for persuasive reasons.
Persuasive Appeals:
The ad can convey an exciting feeling because one of the
celebrities advertised in the ad seems to be in an enjoyable mood. In this
manner, pathos does its job at expressing that exiting feeling to the audience.
Logos is not used as a persuasive technique in this particular ad since the ad
lacks any statistics. At last, ethos is used in the simple manner that the main
characters in the ad are celebrities, which try to convince us to buy this
product.
Possible
Consequences:
·
Short term
consequences can be simplified down to the targeted audience actually buying
the product soon after they see this advertisement. In contrast, long term
consequences can be that Beats sales increase over time as the ad gains
popularity.
·
The message sets a
realistic expectation for people because it is easier for them to enjoy their
time when they are able to listen to their music. The whole point of this ad is
to convey a happy feeling when wearing Beats headphones.
·
Since the
advertisement is not preventing anyone from achieving their goals and is not
provoking anyone from changing their lifestyle, the ad remains neutral towards
the particular subject of social change.
·
The ad could be considered
socially responsible in the fact that the whole scenario is set around a party.
As many teenagers gain interest in this product, many parents are not going to
like the ad encouraging their kids to attend these sorts of parties just
because they saw it in a Beats ad. This is the reason why the advertisement
could be held socially responsible for encouraging teenage parties.
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