Advertising plays a large role in our society and utilizes many social trends as well as other aspects of our culture to push its agenda. It would come as no surprise that Verizon Wirelesses recent commercial advertising the Motorola Droid by bashing the iPhone is an example of trends in society. As we have learned in the book, this type of advertising would be an example of Salespeak advertising. In an article about Verizon's latest marketing strategy, Dusan Belic discusses how Verizon focused on society's perception on the iPhone. The marketing of the iPhone really used the salespeak form of advertising to show how the iPhone is more than just a phone; it is a lifestyle. The attitudes of people nowadays are about how smart phones and other PDA's have become part of the norm. For the iPhone commercials, instead of attacking other phones, it instead gives the revolutionary aspect of how the iPhone combines all of the things you do in your everyday life into a device where its all at the tip of your fingers. The iPhone attempts to be different from the Blackberry devices by appealing to everyone instead of just business people. This is evident with all of the joyous life is good iPhone commercials. The commercials are not so much of an advertisement, but rather a persuasion on how to enhance your lifestyle with its catchy imagery and merry music.
The Verizon Droid commercial plays on the effective salespeak advertisement of apple to push its new phone. The commercial uses the catchy music made famous by Apple to point out the flaws of the iPhone. This commercial is unique in a few different ways. When the iPhone was released, it told society about all the things it can do to help them manage different things. This commercial takes that aspect and mocks the iPhone. The chief advertiser of Verizon said the main purpose of the commercial was to make people aware that the iPhone is not everything. Advertising is a very big part of our society and this commercial has really gave us an example of the different form of advertising and how they have influenced and impacted society.
So I'm curious, What are your thoughts on commercials like this? The ad can be found here.
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