Beats and Bose are two leading brands of premium headphones. Both companies are famous for their over-the-ears wireless feature for consumers who are looking for a noise canceling quality.
Beats “Hear What You Want” campaign uses a profile shot of black athletes. The company specifically target black consumers who are interested in fashionable electronics. Each shot focuses on the sleek features of the headphones to show the brands model and logo. The models used for each image are disengaged from their viewers with a contemplative expression. The background for each image is either blurred or a neutral color, which is best for the product to be a focal point. This works for the campaign to support the quality of Beats products.
Bose’s Noise Canceling campaign uses a landscape shot of visual proof to represent noise level decreasing. The company specifically targets middle-aged adults who are interested in blocking atmospheric sounds. The images show a construction worker with a jackhammer, an active child and a playful dog. All three examples are relative in the same concept for each environmental ruckus. Each photo was taken in diffused light with soft shadows. This works best for the campaign to support Bose’s noise canceling feature.
Both Beats and Bose are two leading brands of premium headphones. Beats’ “Hear What You Want” campaign is geared toward the the very people that they display in their ads – stylish individuals who are more fashion forward. Much like the name of the campaign, Beats promotes the message that you will hear only what you want to hear – your music, of course – when you are wearing their headphones. As for Bose’s Noise Canceling headphones, they are promoting that their headphones will drown out all of the excess sounds and noise around you. Judging from their photography, Bose is targeting their products towards suburban, middle classed families.
The photographic styles for each brand significantly differs due to their target audiences. Beats portrays a higher quality, high end product which is why each of their models look so focused, concentrated, clean cut, and ultimately like a boss. Beats’ headphones are not high quality like they are made out to be, so it makes sense that their ads look high quality. Bose’s ads on the other hand are conceptual unlike those of Beats. Volume is being personified through dogs, jack hammering construction workers, and badly behaved children. Each one of these things is noisy all on their own so to use them to represent a volume bar is genius. As the volume bar gets louder and louder, each person/dog reacting to the sound also gets louder and noisier.
The difference in lighting and contrast is also very evident. The Beats ads are higher contrast, well lit, much like fashion ads. The ads for Bose are more muted, mono toned, and even a bit dreary. None of the Bose ads display their product, while, two of the Beats ads do.
When it comes to quality between the beats and the Bose headphones there about the same quality. However, in there ads they are promoting there brand in a different way. In both ads it shows a certain lifestyle and audience that the brand is encouraging. In the beats ads it shows african americans male athletes with a focused and determined expression. In my opinion its promoting people be to be more like these athletes, and that if you wear beats brand you’ll be able to be as focused as them. In the Bose ads it shows more of a family oriented people which shows multiple pictures of them at different levels which suppose to symbolize music levels. This ad. I feel like the ad. is to focus on people in a middle class background who understand stand the everyday noise that we experience.
The message of Beat’s ad campaign is to promote the headphones by using famous athletes and using glamour shots of them wearing them as well. Beats decided to take close up profile shots of their subjects in order to show the product in different lightings. Judging from the consistency in their choice of models, its safe to say that their main target audience is the African American community in the age range of young men to middle age men. The strength of the advertisement lies in the use of well known people during a time when they are still relevant, which hurts it in the long run.
The Bose ad campaign on the other hand relies on visual metaphors to get their message across. Their subjects are known for having one thing in common and that is being noisy. Each subject was shot from the front and is well lit from being shot under diffused lighting. Their intended audience is people who are fed up with loud and are looking for a way to cancel those sounds. Bose’s ads were successful because of their clever message and relating to a larger audience.
The two famous brand Beats and Bose produces a headphones. Beats by Dr. Dre is owned by Apple Inc as of today. In this “Hear What You Want” campaign ad is showing a black sport player as models. The photographer taken in profile view to show the Beats product. I believe the brand wants to showing the quality of how the product is designed. All models looks so serious and focused because of what headline is trying to say to their consumers. The audiences are for people who needs to stay focus physical activity.
Bose campaign is showing the places where we hear loud noises of something that distracts us. By this, the brand is trying to show the solution of what it can do by visually showing the shape of volume going down. They are targeting for those people who like to listen to their music in quite places.
The two ad campaigns for Beats and Bose headphones both appeal to different audiences. The Beats ad is gear more towards a different target audience that been African American Male. The tone of the imagery is high contrast with close up shots of the face of the model on profile. The beats ad looks classy and made for someone with a more expensive taste. The beats ad is also more brand focus. On the other hand the Bose ad campaign is more conceptual and it uses low contrast muted images. The bose ad seems to be more effective when it comes to getting their concept across in a clever newer way.
Beats “Hear What You Want” and Bose’s “Noise Canceling” campaign show two completely difference approaches to advertising headphones. Beat’s is a more fashion forward product expressing a message of ownership on what you choose to hear. Bose focuses more on the quality of hearing in their product rather than how fashionable they are. Bose’s intended message in this campaign is being able to cancel the noise you do not want to hear for example construction work on the street.
Both brands have very different audiences. Beats is targeting mainly African Americans, people into celebrities and followers of specific genres like hip-hop. Mostly targeting a younger audience. Where as Bose is targeting a more suburban lifestyle, middle aged caucasian group of people.
The style of photography just another whole difference in these campaigns. Beats uses profile portraits in a serious tone that really helps support the message. Bose uses landscape photograph showing volume with the things people don’t like to hear. It was a very creative idea that supported its intended meaning and hit their target audience.
These two campaigns different approach on how to advertise their product were powerful in the sense of their intended audience.
Though the line “hear what you want” sounds like it could be for noise canceling headphones, the intended message for the Beats ads is that while wearing them you get to hear exactly what you want rather than silence the world outside the headphones. The intended audience is people who are into the appearance and name of a product rather than its function (since Beats headphones don’t have a stellar reputation for sound quality). Thinking of the models they used to advertise the Beats headphones, the audience could very well be people who see themselves represented in the ad. As for the Bose ad, the intended message is definitely that the Noise Canceling Headphones are amazing at their job and cancel out the most annoying of noises. The imagery used (a small child, construction, a dog) suggests that the target audience is suburban people or those that deal with annoying sounds on a day to day basis.
The photography styles differ because the Beats ads use higher contrast, and the angle is a little low but mostly eye level close ups while the Bose ads are evenly lit and they’re whole scenes instead of close ups. These styles help the intended meanings because the high contrast and angle show power and style which is essential to Beats while the diffused light and the distance of the subjects from the camera in the Bose ads is essential to the feeling of turning down the noises you don’t want to hear. The styles also speak to their respective audiences differently.
Both the ads focus on a specific quality of their products as selling point. Now beats is a more urban setting with a stylistic look to it and they are focusing on the look of the brand and they are aiming towards black males. The bose ad is a more conceptual approach to marketing their product. They are focusing more on the sound quality rather than the style or build quality of the product hence the ad making its subject look like a volume control. This is aimed more towards suburban white people not gender specific. Very good example of Urban / Suburban and how each brand has its own selling point.
Both Beats and Bose are headphone companies, but they are selling to different messages. In the Beat ad, There are three African American athletes which means their audience would be more for young african american teens or athletes. The slogan is “Hear what you want” which means that you can hear whatever you want without hearing the background, you can be focus. The models are actually focus and all in profile views. Also the ads also state that the headphones are wireless, so it will adapt to any environment. The photography style seems to be more serious and focus on the model. This supports the message of being focus on whatever is important to the subject and not the outside.
While on the other hand Bose shows a conceptual view of their product. Their slogan is “Noise canceling headphones”. This is completely different message because the headphones will cancel any type of sound, even if your hearing music or not. The audience seem to be everyday people who just want peace and quiet. The photography style is quite interesting because every subject looks like volumes going down. The style supports the message because once you put the headphones on you are completely listing to silence.