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(MacRumors)   Apple pulling a Steve Jobs in their advertising department   (macrumors.com) divider line 12
    More: Sad, Apple TV, WWDC, TV ad, newsprint  
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4346 clicks; posted to Business » on 27 Jun 2013 at 12:20 PM (1 year ago)   |  Favorite    |   share:  Share on Twitter share via Email Share on Facebook   more»



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2013-06-27 04:49:35 PM
3 votes:
What a stupid ad campaign. When you say "Designed in California," the implication is "Made in China."
2013-06-27 05:34:41 PM
2 votes:
5/21/2012
Ace Metrix™, the new standard in television analytics, today announced Samsung has joined its roster of advertising clients, subscribing to the Ace Metrix LIVE™ platform.

Today:

Ace Metrix announces that Apple's new ads are no longer popular based on their polling of a focus group of 500 people. Funny how this click bait goes viral on all the usual tech related sites and is taken as gospel.

The truth is a lie.....make up your own mind about what you like and do not like.
2013-06-27 04:04:55 PM
2 votes:

DesertCoyote: saying your product was "designed in California" makes your company seem elitist.


Elitist is their entire brand.
2013-06-27 02:56:15 PM
2 votes:
You can say it was "designed by Apple in California" but everyone in the whole world knows that it's built by Foxconn in China.

Making yourself appear to be disingenuous has never been a particularly effective PR tactic.
2013-06-27 11:28:17 AM
2 votes:
"Apple was never a company that bragged about itself," said Edward Boches

media.tumblr.com
2013-06-27 11:58:58 PM
1 votes:

Honest Bender: DesertCoyote: saying your product was "designed in California" makes your company seem elitist.

Elitist is their entire brand.


Yeah, but this commercial really, really rubs it in, basically saying, "you rubes will buy anything with the Apple logo on it, not because of what it does, but just because it makes you feel good"

I mostly like Apple products, but goddamn, who thought this commercial was a good idea?
2013-06-27 11:53:28 PM
1 votes:

GreenAdder: "Apple was never a company that bragged about itself," said Edward Boches, a professor of advertising at Boston University.

If that's his honest assessment, he needs to resign as an advertising prof. Obviously he hasn't been paying attention.


I would agree that he's not being too scholarly here. He's confusing his own perception of Apple with the reality that Apple has always been about the cool kind of boasting where they just tell you they're better and you accept it.

Their tagline at one point was "Think different," which may not sound like a brag at first, but the context is that Apple products are different  and better than what you'll find in the PC market. The Mac vs PC ads, likewise, drove home the point that PCs were inept and foolish while Macs were cool and smart. Apple had to adjust their advertising tactics in foreign markets because they were essentially doing comparative advertising, which is illegal in some countries (such as Japan).

And I might be wrong about this, but isn't the line "Designed by Apple in California" something that's been imprinted on their devices for some time now? It's a part of their heritage, isn't it?
2013-06-27 02:24:43 PM
1 votes:

poot_rootbeer: skrame: It's an ad for a Windows tablet. I think it's a Dell. It has Siri saying how she can't zoom like that, how she has no spot for an SD card, and how the price isn't cool. I think the commercial is really well done and amusing.

It apparently wasn't done well enough for you to confidently remember what brand it was for.


It's a generic Windows 8 tablet commercial put out by Microsoft. They briefly point out that the specific tablet is an Asus, but the manufacturer is not the focus.
2013-06-27 02:21:15 PM
1 votes:
"Apple was never a company that bragged about itself," said Edward Boches, a professor of advertising at Boston University.

If that's his honest assessment, he needs to resign as an advertising prof. Obviously he hasn't been paying attention.
2013-06-27 01:10:59 PM
1 votes:

poot_rootbeer: I didn't realize when they showed the video at WWDC that they were intending to put it on TV, too.  Not a smart move.

"We give you all the feels" is a reasonable message for developer relations purposes, but it's not a good consumer marketing message.  Even if Apple buyers do make feels-based purchase decisions, they don't want to admit that; they want to believe that they are purchasing superior technology, not superior emotion.

Also, the "Designed in California by Apple" slogan is flawed.  It doesn't appeal at all to people who don't care about the terroir of their gadgets, and for those that do it's easy to nitpick that the design might be happening in Cupertino, but we all know the manufacturing is being done in a Foxconn work camp in Hangzhou.


I think it also makes Apple more important then California. First it would be better to say USA if you want to make it American. I would rather see Designed by Apple in the USA but really you are right nobody cares where the product is designed (as far as ads)
2013-06-27 12:36:16 PM
1 votes:
I didn't realize when they showed the video at WWDC that they were intending to put it on TV, too.  Not a smart move.

"We give you all the feels" is a reasonable message for developer relations purposes, but it's not a good consumer marketing message.  Even if Apple buyers do make feels-based purchase decisions, they don't want to admit that; they want to believe that they are purchasing superior technology, not superior emotion.

Also, the "Designed in California by Apple" slogan is flawed.  It doesn't appeal at all to people who don't care about the terroir of their gadgets, and for those that do it's easy to nitpick that the design might be happening in Cupertino, but we all know the manufacturing is being done in a Foxconn work camp in Hangzhou.
2013-06-27 12:11:33 PM
1 votes:
So now that the idea well has run dry, they are coasting on their image until they can figure out what the "next big thing"™ is.  Only problem is, the guy responsible for that is now in the ground.  Things are going to get worse before they get better.
 
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