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Advertising Beats by Dr. Dre


Dr. Dre's career has given him the credibility to comment on anything to do with audio. Lady Gaga, one of the famous women in the world has her own beats and used them in her videos and recordings. It has also been known that she used Dr. Dre headphones in her music video Love Game in 2009. Music enthusiasts often idolize the artists they like and buy accessories the artist wear or represent. If an influential person like this encourages high quality audio, his credibility is passed on to the message. This positions the brand as a luxurious, fashionable one that gives you the sound quality that you pay for and deserve. Whoever wears these headphones is seen as fashionable, flashy music enthusiast.
             Another technique used by Beats by Dr. Dre campaign is 'liking'; it is very rare for someone to buy something that they don't like. Liking is the key to selling and this technique is very common in politics. Usually actors and celebrities used the technique 'liking' to grab the peoples attention to the beats headphones and this occurs because the beauty produces the effect that attracts people, in addition to their external charms, they also have traits as intelligence, kindness and honesty which may increase the chances of influence. Cialdini says "We make these judgments without being aware that physical attractiveness play a role in the process. "(171) By this, he means that the looks of the product or person have a very big effect on us. For example Cialdini explain that more attractive candidates received two and a half times as many votes as unattractive candidates. This same method goes to the Beats headphones because of the attractive looks they have. .
             The campaign of Dr. Dre headphones really took advantage of this technique. They wanted to make a difference in the market that hadn't been taken seriously. With a huge competition from big brands like Sony or Boss, they needed famous people, so they created a really good accessory, which is totally revolutionary in this field; with excellent quality and great design not everyone could qualify for their aggressive marketing campaign.


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