Subtle marketing techniques in a Research in Motion Blackberry advertisement

Ad Critique

For all businesses, advertising is the cornerstone of staying in the minds of existing customers and attracting new ones. The challenge is being able to create something that will help everyone to remember and talk about the ad. A technique that is often utilized is subtle marketing. This is when the firm will use various cultural ideas to reach out to cliental. Over the years, this approach has often been utilized by large multinational corporations. A good example of this can be seen with many beer advertisements showing everyone having fun. Then, a young sexy man or woman will be used to highlight the product. This has caused a number of people to subconsciously link these images with specific merchandise. (O'Guinn) (Robbins)

To fully understand how this is taking place, there will be a focus on a Research in Motion advertisement for the Blackberry. This will be accomplished by carefully examining the ad, its point, the target audience and providing a description. Together, these elements will offer specific insights as to how these techniques are used to help firms' standout. (O'Guinn) ("Blackberry")

The Ad

The ad that was chosen is a new commercial for the Blackberry. What the company did to promote the product was to show a number of old and new images in contrast with one another. The way that this was accomplished was through highlighting a series of different images side by side. At the same time, these comparison reflected different topics including: vision, strength, excitement and similarities. The combination of these factors are used to show how the Blackberry has more functionality and advanced features in contrast with competing products. ("Blackberry")

Target Audience

The target audience is different demographics and ethnic groups. The way that Research in Motion is able to reach out to them is through showing images that seem very ordinary and extraordinary. For example, in the middle of the ad is an animated cartoon illustrating one mouse hiding in the hole (who is afraid to take the cheese from the mousetrap). The other is with the mouse coming out, slipping a button underneath the cheese and eating it. Whereas another image is showing, a bean bag in contrast to a retro office chair. These differences are designed to reach out to younger, middle age and older demographics. The way that this is taking place is to use images that are culturally neutral. Yet, they inspire a sense of joy and happiness. ("Blackberry")

Moreover, the differences between the various frames are showing intelligence and glamour. This is supposed to reach out to all audiences by highlighting trendiness and elegance. When someone sees this they will feel that there is a social desire to become of part of what they are seeing. In the future, they will use this as a way to identify and create specific feelings automatically. ("Blackberry") (Cialdini)

According to Cialdini (2009), this is a tool that all advertisers will utilize to identify with a larger demographic of consumers. Commenting about how this occurs he said, "In fact, automatic, stereotyped behavior is prevalent in much human action, because in many cases, it is the most efficient form of behaving and in other cases it is simply necessary You and I exist in an extraordinarily complicated environment, easily the most rapidly moving and complex that has ever existed on this planet. To deal with it, we need shortcuts. We can't be expected to recognize and analyze all the aspects in each person, event, and situation we encounter in even one day. We haven't the time, energy, or capacity for it. Instead, we must very often use our stereotypes, our rules of thumb, to classify things according to a few key features and then to respond without thinking when one or another of these trigger features is present." The best way that this can be achieved is to use images that will reach out to a larger segment. When this happens, everyone will use these stereotypes to automatically make decisions based on them and specific feelings they have about a product. (Cialdini) ("Blackberry")

Description

The best way to describe the commercial is how it is asking consumers a fundamental question about their lives. This is designed to push them to learn more about the BlackBerry based on these feelings. It is at this point that they will believe that it is superior and will give them the ability to be more in control. ("Blackberry")

For example, at the end of the ad there is an image of two different people sitting and looking out at the scenery. One is relaxed in a chair, while another is on the side of a jagged rock. This is followed by the statement, "There are people who do and people who don't. Do you?" It then fades to darkness with the words "Blackberry." ("Blackberry")

This is illustrating how the company is showing they are different, innovative and cutting edge. Those who are of similar mindset will be motivated to view Blackberry as superior to others. This is when they will act based on these feelings and emotions. ("Blackberry")

As a result, this creates a sense of excitement and innovation. When someone is associating with these ideas, they will connect with the ad on a much deeper level. This is the point that it will influence who they are and how they look at themselves. In many ways, these techniques have been used to build up specific cultural images of the firm. ("Blackberry")