Audience: Cell phone users
Attention: This ad grabs your attention with the abstract artistry in which it is presented. It makes the consumer pause to investigate what is going on as you don't normally see animals breaking out of a phone with the screen turning into water. It is creative and colorful and more eye catching than informative, and that is what makes it effective.
Interest: The need this ad evokes is the need most cell phone users are plagued with, the need for something better.
Desire: This ad makes cell phone users compare this seemingly magical phone with their own drab possession that may have many frustrations pinned upon it.
Action: This ad doesn't state an action outright, but incites one. The desire to be associated with something so 'magical' can drive consumers to taking action. It plays off of the frustration most cell phone users have with their phones as they encounter different quarks and problems. The small HTC signature subtly makes the consumer associate the 'magical' aspects of this picture with HTC phones, making all other brands seem less whether the consumer realizes it or not. This ad plays off the fact that consumers will eventually go out and get a new phone. It makes sure prospective buyers will see their product as better. In my opinion the phycology of this tactic is very effective as not everyone needs a new phone in the moment and probably won't jump to get one as they are expensive, but with technology always advancing they will most likely need one in the future.
The part of the blog post that struck me the most was the audience's interest. When you said that it evokes the need for something better, I could relate to this analysis to most people I know. Good job Nicole.....you spelled psychology wrong :)
ReplyDeleteThank you Megan for both the compliment and the spelling correction! :D
ReplyDeleteAre you a cell phone user? If so, do you always feel the need to have a better phone?
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