Category Archives: Campaign Analysis 4- Beats and Bose

Vlad – Bose & Beats

The Bose and beats campaigns overall have a very different thought process behind them. I personally see the beats campaign as far less effective because it seems like their almost trying to stereotype who they want to sell it too. They chose black males who are most likely the inspiration to younger black males, whom the product is generally directed towards. All the shots are profile view and the 3 ads themselves are very different. Two of them have the product in it while one is in a car without the actual headphones. On one of them they have plenty of negative space while on another far less so. Now this part was thought out a bit more because their attempting to market different models of headphones such as wireless, studio, etc. Even though this is a good idea in concept, in reality there just isnt enough consistency between them to make it an effective campaign in my opinion, even if they do work as separate images.

The Bose campaign on the other hand has a very strong concept behind it but is just a little bit too subtle. All of their campaigns feature very diffused lighting and a clear representation of what their trying to show, which are volume bars and at the lowest bar they include the bose noise canceling headphones headline. They also use them to represent who their trying to market it towards, for example parents, dog owners, or anyone that may live near a place where construction happens often such as a city.

beats and bose campaign

Both Beats by Dre and Bose came out with a campaign, that reflects a bit of their own identity. Judging the Beats campaign, they seem like they are going for more of a flashy, attentive approach. High contrast and more focus in specific spots of each frame. Bose on the other hand has a more neautral, flat and desaturated visuals. Probably hooking to a more suburban community rather than hip hop fanatics like Beats would be doing. Bose has a more a conceptual campaign while Beats is more of a in your face type of campaign probably because it is more than a fashion statement rather than just headphones.

Beats vs Bose

The Beats campaign use exclusive famous black athletic men in their ads. The audience that they are targeting is also black people in general. The photo used of all the athletes all profile view to show their ears and the headphones and the very recognizable logo on the headphones. The slogan “Hear What You Want” is focusing on how it it allows you to only to focus on the music itself and ignoring their surroundings. The use of the cropped portraits shows how it allows the user to block out everything but the music because the background is being ignored completely. The style of the photos are all focusing more on the fashion use of the headphones.

The Bose campaign have very similar ads where they are conveying their noise cancelation. The images represent the very familiar representation of the volume going down. The target audience is middled aged people that are more effected by annoying sounds. The use of different things such as the construction workers, dogs and children show the many things that people can relate to having a distraction while using headphones. The style of the photos use all diffused lighting on the darker side to give it a quieter feeling to enforce their slogan of noise cancelation. The composition of the photos make all of them very relatable and easier to recognize even though the location and people change throughout all of them.