When I placed the order for my Blackberry Curve, my first smartphone, I thought very little of the true significance the device would have in my everyday life. Prior to purchasing the Blackberry, I had only had a cell phone that had the bare minimum of features. As I was preparing for my Junior year at Babson, I decided I needed a phone that allowed me to receive e-mails, as nearly all business at Babson is conducted through e-mail. What caused me to purchase a Blackberry, however, were the advertisements I saw on TV and the internet that demonstrated the capabilities of the Blackberry and how it could improve daily life.
In the reading for tomorrow's class, the book discussed different ways advertisers convey messages to convince an audience to purchase their products. In advertisements for the different Blackberry phones, a common theme is the ability to multi-task. By showing how a Blackberry allows you to get driving directions, send pictures, and update your Facebook status, the advertisement makes the customer believe that they need these capabilities on their phone. Certainly, I was able to survive without these advanced capabilities on my previous phone, but by having the ability to check sports scores or e-mail at my disposal, I find myself constantly exploring the features of my new phone. I now understand why the device is sometimes called a "Crackberry", due to its addicting nature. The case of the Blackberry phone and its advertisements fully demonstrate the power of messages in advertising and, just as the book states, "happiness and satisfaction can be purchased" (Croteau, Hoynes 186).