Beats have created a new product that is in the takes the form a a pill shaped speaker along with the new HP Split computer/tablet. The two companies have brought their products together in the commercials in the video in order to advertise the fact that the beats audio is available in two new forms, a tablet as well as portable speakers. The Beats Pills are the main voice of the commercials, and they are passing on very specific messages. While watching the second commercial in the video it is easy to see how the commercial truly takes on the male gaze. The camera focuses on the woman's body, and the Pill uses very sexual terminology. The most astonishing part of the commercial, provides a blatant form of the male gaze is when the Pill acclaims, "She took her top off." It is so obvious that the camera is focusing on the woman and then the speaker turns out to be speaking about the laptop. It is interesting how Best Buy would see this commercial as a good way to advertise their product, but as the saying goes, sex sells.
I feel like Beat Audio is just a sell out company anyway. I mean they did product placement in Miley's video this year, but yeah it's weird to see an object objectifying another object and making a technology advertisement sexual. They totally could have gone about showing off the skills or capabilities of this device in a non sexual way.
ReplyDeleteYeah, but Beats shifted their marketing from promoting the product to pumping the name a long time ago. Once they became the "cool" earphones to have, they pushed celebrity campaigns immediately. It's no surprise their next thing would be shock value, they have nothing to go back to.
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