Consumer Behaviour Advertisement Analysis
Consumer Behaviour Advertisement Analysis
The advertisement I chose for this assignment is for the company VIRUS TI. This company is a musical instrument company that creates synthesizers used for live performance and studio recording. The ad was taken from the October 2013 issue of Sound On Sound magazine. Sound On Sound is a magazine about audio recording technology, it targets professional audio engineers, audio enthusiasts and music production as a hobbyists. This ad depicts a musical artist on stage in front of a microphone with their hand raised in the air. In front of them is a VIRUS TI synthesizer. Underneath this picture is the caption “DREAM BIG” with a description of the VIRUS TI consumer experience, pictures of other VIRUS TI products and contact information. The first consumer behaviour concept I will analyze with regards to this ad is the extended self. Musicians are very prone to defining themselves by the equipment they use. Throughout music history many famous musicians have become strongly associated with the instrument they use. For example, it is hard to picture Jimi Hendrix playing without his signature cream white Fender Telecaster. Also, Jimmy Page of Led Zeppelin has been credited with increasing the popularity of the Gibson Les Paul guitar. Musicians tend to identify with their instrument on an individual level. Their instruments are one of their most prized possessions, as important as their jewelry, cars, clothing etc. Musicians become highly emotionally involved with their instruments and take pride in showing them off and speaking about them with other musicians. This ad plays up on this individual connection by showing the back of a performer and then directly in front of the performer showing a VIRUS TI instrument. The performer has her hand raised high in the air towards the crowd, in-between the performer and the crowd sits the VIRUS TI synthesizer. Underneath this picture are the capitalized words DREAM BIG
The advertisement I chose for this assignment is for the company VIRUS TI. This company is a musical instrument company that creates synthesizers used for live performance and studio recording. The ad was taken from the October 2013 issue of Sound On Sound magazine. Sound On Sound is a magazine about audio recording technology, it targets professional audio engineers, audio enthusiasts and music production as a hobbyists. This ad depicts a musical artist on stage in front of a microphone with their hand raised in the air. In front of them is a VIRUS TI synthesizer. Underneath this picture is the caption “DREAM BIG” with a description of the VIRUS TI consumer experience, pictures of other VIRUS TI products and contact information. The first consumer behaviour concept I will analyze with regards to this ad is the extended self. Musicians are very prone to defining themselves by the equipment they use. Throughout music history many famous musicians have become strongly associated with the instrument they use. For example, it is hard to picture Jimi Hendrix playing without his signature cream white Fender Telecaster. Also, Jimmy Page of Led Zeppelin has been credited with increasing the popularity of the Gibson Les Paul guitar. Musicians tend to identify with their instrument on an individual level. Their instruments are one of their most prized possessions, as important as their jewelry, cars, clothing etc. Musicians become highly emotionally involved with their instruments and take pride in showing them off and speaking about them with other musicians. This ad plays up on this individual connection by showing the back of a performer and then directly in front of the performer showing a VIRUS TI instrument. The performer has her hand raised high in the air towards the crowd, in-between the performer and the crowd sits the VIRUS TI synthesizer. Underneath this picture are the capitalized words DREAM BIG