Advertisement
Reverse Engineering Marketing Messages
MacBook Pro
MacBook Pro (Apple, 2012)
The Apple MacBook Pro-is a powerhouse of a laptop that features some of the greatest hardware available at this time. Although the computer's hardware is more than adequate to provide the processing power necessary to run the most sophisticated software packages, what Apple focuses on the most is the Retina display that represents the next generation of display technology. The Retina display offers a bright and crisp display that can be viewed from virtually any angle. Previous generations of displays, as well as inferior models, could only be viewed at a certain range of angles and under certain lighting conditions. For example, you cannot see the display on most monitors from the side or in direct sunlight.
The product is being promoted in a traditional Apple style. One the primary commercial video the laptop is at the center of the commercial and is pictured in use (Apple, 2012). The background is pitch-black so that the product serves as the center of attention. The screen shot on the laptop show the laptop using complex video editing software and is performing tasks at lightening speeds. The camera pans around and shows the computer processing the video application at every angle. The catch line for the product is innovation at "Every Dimension." The song playing in the background is not in the same trendy genre as in other commercials and features a soft piano-based melody.
The target market for this product is undoubtedly high-end Apple users. This is evident by everything from the choice of music to the simplistic style in which the computer is displayed in the promotion. While other Apple products are promoted with trendy new music this commercial features a slower, more classical song that is intended for a more mature audience than other product lines. Despite this, most of the feedback on YouTube is focused on the song in which is being played. Apple has compiled a loyal following with their music selections in their commercials and many individuals are eager...
Much of the negative feedback is focused on the high price of the product. Some users say that the product contains similar hardware as previous models except for the new display. There are complaints that the new display nearly tripled the price.
Microsoft Office 365
Figure 2 - Office 365 Logo (Microsoft, 2012)
The next generation of Microsoft Office will be based in the cloud. The as opposed to having the Office Suite installed on the computer that the user is working on, much of the software will be based on the web. Furthermore, storage functionality will also be web based. This allows for the office suite to integrate more collaboration into the product mix than was ever available previously. Furthermore, since users are technically "renting" the web based application, it offers many more options for pricing than having to purchase the full Office platform such as found in Office 2010 for example.
The most promoted commercial video for this product can be found on YouTube and features several individuals who share their opinions on what Office 365 means for them (Microsoft, 2012). The first individual is a mobile user and is shown accessing Office documents seamlessly from a phone. She edits a document and uploads it to the web-based storage feature. The second individual is some sort of I.T. manager and he speaks of how Office 365 simplifies his tasks. He says to the audience that he no longer has to maintain countless servers as he used to because the software hosts the server storage online.
Another user is portrayed as a business manager of a small team in a corporate setting. She relays a message that states how she has been freed by the software because she is no longer dependent on I.T. To the extent she was previously. Other individuals talk about video chat, instant messaging, online meetings, getting real time customer feedback, and scale software without adding additional hardware, among other promoted features. The commercial features one individual at a time stating their opinion of the software…
