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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...
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