Lenovo Advertisement Analysis
Market Research Methods
Lenovo Advertisement Analysis
The Lenovo bought the IBM PC group in 2004, (Musil, 2004) then, they use and develop the IBM PC technology and improve their own computer quality. We can find out that the Lenovo advertisements are focus on showing the audiences the quality of the laptop. IBM is famous of its quality of product and their services. Lenovo want through the advertisement to give a message to its audiences that they can do as well as IBM did and they can be trusted as IBM. We found two advertisements and they are both focus on the quality but in a different approaches.
The first advertisement is a video, which find from YouTube (2008), named ‘grandma proof’. In the advertisement, the grandma was making the pizza for her grandson, but she misused the Lenovo laptop as a chopping board. Then, she cutting the vegetable, meat on the laptop; hitting the laptop with a harmer; washing the dirt from the laptop; and she even puts the laptop in the oven. The other one is a poster; it is a photo of the astronauts work and live in the space capsule, and they are using the IBM ThinkPad laptop, and the description of the poster is ‘to build the world’s first weightless notebook’. ThinkPad is the only PC certified for space fight by NASA. It is not only a poster, it is a story. (Serge, 2007)
Here, the two advertisements will be analysed and commented by Lavidge & Steiner’s (1961) ‘Hierarchy of Effects’, which include awareness, interest, desire, conviction and action.
Awareness:
The themes of both advertisements are the quality of the laptop. The first advertisement showed technologies of the Lenovo ThinkPad series directly. For example, shock resistance, hot resistance, keyboard water proof, crush and shake-proof. All these technologies are the support of protecting the data in the laptop; ThinkPad laptop which is solid, durable and can endure almost everything. The second one is showed the quality of the laptop indirectly,
Lenovo Advertisement Analysis
The Lenovo bought the IBM PC group in 2004, (Musil, 2004) then, they use and develop the IBM PC technology and improve their own computer quality. We can find out that the Lenovo advertisements are focus on showing the audiences the quality of the laptop. IBM is famous of its quality of product and their services. Lenovo want through the advertisement to give a message to its audiences that they can do as well as IBM did and they can be trusted as IBM. We found two advertisements and they are both focus on the quality but in a different approaches.
The first advertisement is a video, which find from YouTube (2008), named ‘grandma proof’. In the advertisement, the grandma was making the pizza for her grandson, but she misused the Lenovo laptop as a chopping board. Then, she cutting the vegetable, meat on the laptop; hitting the laptop with a harmer; washing the dirt from the laptop; and she even puts the laptop in the oven. The other one is a poster; it is a photo of the astronauts work and live in the space capsule, and they are using the IBM ThinkPad laptop, and the description of the poster is ‘to build the world’s first weightless notebook’. ThinkPad is the only PC certified for space fight by NASA. It is not only a poster, it is a story. (Serge, 2007)
Here, the two advertisements will be analysed and commented by Lavidge & Steiner’s (1961) ‘Hierarchy of Effects’, which include awareness, interest, desire, conviction and action.
Awareness:
The themes of both advertisements are the quality of the laptop. The first advertisement showed technologies of the Lenovo ThinkPad series directly. For example, shock resistance, hot resistance, keyboard water proof, crush and shake-proof. All these technologies are the support of protecting the data in the laptop; ThinkPad laptop which is solid, durable and can endure almost everything. The second one is showed the quality of the laptop indirectly,