A Colorful Proposition
Wow, is that a pretty blue. Really catches the eye. Wait, I can get a phone in that color? That’s awesome. But, it gets better; it’s not just any phone, but an iPhone. Sold.
This is the thought process that Apple hopes to instill into their customer’s minds. Notice, there is nothing about the phone’s special features or how long the battery life is(things people should care about when looking to buy a new phone). This is done on purpose to bring attention to Apple’s unique selling proposition: a colorful phone. In addition, the need for aesthetic sensations and attention is visible in this work by Apple.
Really, this phone is not too different from that of its predecessor, the iPhone 5. They both have the same system chip, processor, and run the same iOS. To combat these similarities, Apple had to find a way to distinguish the 5c from this one, and all other phones. Do Samsung Galaxy phones have eye popping colors? Do Blackberrys have phones the colors of the rainbow? Did the iPhone 5 look snazzy? Nope, no, and nah. And boom! The USP for the iPhone 5c was created. While the phone itself does pretty much the same thing as every other phone on the market(browse twitter, text some bros, answer that call from the angry mom telling you to come home), the fact that it’s colorful distinguishes itself from the others.
In addition, the need for aesthetic sensations is present in these ads. These ads prey on the fact that customers want a product that pleases the eye. They want a phone that will stand out to others visually. A bright baby blue phone will do just that. This coincides with the need for attention, as people who buy this phone want to be looked at carrying around a name brand, vibrant device. These choices are effective because they lead to a simple advertisement with no guessing on what the point trying to be portrayed is.
As a result, these simple ads convey a powerful message: buy this phone because it’s colorful. Buy this phone if you want to differentiate yourself from everyone else carrying around a basic, black device.
Sidenote~when you put a case to protect the very easily crackable iPhone, the color is no longer a factor…
