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That's literally the entire point of this type of visual marketing: to help you envision a fantasy world that's attainable with a particular product. Apple, BM
by kyro 13y ago
That's literally the entire point of this type of visual marketing: to help you envision a fantasy world that's attainable with a particular product.
Apple, BMW, Chanel, etc, all do it.
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- camillomiller 13y agoI guess the right word for that would be hipster. I say that without any judgmental purpose, but that's what I think when I see the vintage product + cheap&chic design + sun flare scenery.
- georgechen 13y agoIndeed. And the irony, is, the real hipsters already move beyond their vintage typewriters, and Lomo camera. What the promotion video just shows us some cliches what the team think is cool. Not me.
- collyw 13y agoYeah, I used to love the iPod adverts with the hip, trendy silhouette dancing away. Then you would see the average user on the train. Spotty, not especially attractive, and definitely not cool. But I guess that image wouldn't sell much.
- svantana 13y agoThis funny/true infographic about iPad marketing vs usage comes to mind: http://thedoghousediaries.com/5608 http://thedoghousediaries.com/5608
- quantumpotato_ 13y agoiPhone commericals have gotten creepy - everyone staring off into their silent screen..
- gress 13y agoFortunately not as creepy as the competition.
- bradleyland 13y agoI would say that Apple's advertising has become far more relatable recently. Most people can relate to a christmas event with a detached kid, or calling home to Facetime with their family. Granted, the people are unrealistically good looking and well dressed, but it's far more down to earth than this Facebook piece. I found the overly-hip nature of the characters in this extremely un-relatable. I could feel the jealously and dislike inside me. I know that's horrible, and I suppressed it like a good social being, but it was there. Advertising shouldn't create those kinds of feelings. I don't know what the trick is to avoiding them, but many successful advertisers do.
- jodrellblank 13y ago"I could see the SQL injection happening; I pretended it wasn't happening, like a good developer, but it was there. Website users shouldn't create those kinds of problems. I don't know what the trick is to avoiding them, but many of users do".
- derefr 13y agoEr, you totally read that wrong. Switch the terms "developer" and "user" in your analogy.
- jodrellblank 13y agoI don't think I misread it; I was poking at you to illustrate that your internal feelings of jealousy and anger are not the responsibility of the advertiser to avoid triggering, and suppressing them is not "being a good person" (or a 'bad' person), it's "covering over a problem you have and pretending it's not a problem hoping it will go away". Correctly functioning (neither judged as good or bad) humans don't get angry and jealous at seeing imaginary people's imaginary success, or real people's real success for that matter.
- derefr 13y ago> your internal feelings of jealousy and anger are not the responsibility of the advertiser to avoid triggering. They kind of are. I mean, for most other jobs, you're right--your emotions are your own responsibility. But advertising (inasmuch as it's more than simply "getting the word out") is all about harnessing peoples' irrationalities in profitable ways. And that means avoiding triggering irrationalities and biases people have that might scare them away from buying what you're selling. For example, the last thing you want to show in a computer ad is a picture of the machine with an IDE open. Because IDEs are intimidating to a lot of people, reminding them of skills they lack ("I'm not good with computers.") And "intimidated" is not a buying mood. (Also, as an aside, I'm not sure in which sense you meant "you," but to be sure, I wasn't the poster you first replied to.)
- cliveowen 13y agoIt'd be better if that world was not set in the 70s. Polaroid and typewriters? Who the hell has even seen them in person?
- smacktoward 13y agoI have! But then, I'm in my 30s, so admittedly I'm pretty antediluvian.
- JonnieCache 13y agoErm, people who were alive in the seventies, maybe? Have you really never laid eyes on a typewriter?
- pikachu_is_cool 13y agoI have only seen a typewriter and used it once; and that was because it was my fathers and he wanted to show it off to me. I have never, ever, ever seen one in public.
- stackcollision 13y agoWe had an electric typewriter in my house for years even after we got our first computer, and only got rid of it recently. So sad :[
- 0xdeadbeefbabe 13y agoYou can still use typewriters in the "modern" age http://www.usbtypewriter.com/ http://www.usbtypewriter.com/
- herval 13y agolots of people, surprisingly...
- joe_the_user 13y agoBut what you're describing is "brand advertising". This approach is specifically for things people already use and already understand. If you are trying to sell a new experience people haven't had before, you do have to tell them what that experience is.