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).
Great post Kendall. The "crackberry" as it's called really does shift our whole life and how we function. How do you think other forms of media compete with this high level of functionality?
ReplyDeleteThe advertisements show us all these crazy features which are actually so unnecessary but the audience is convinced that they need all of those features. I'll admit to being addicted to my "crackberry." It makes life so much more convenient and now that I have had the device for a few years and have adjusted my life around it, I sadly couldn't picture life without a smart phone.
ReplyDeleteI had similar experiences when I purchased my first smartphone. I began to wonder how I ever lived without it. When I am sending emails in the car and checking the scores of games during dinner, I forget that just a couple years ago I was unable to these things. In my opinion, as a society we are addicted to the convenience of smartphones, and not smartphones themselves.
ReplyDeleteI have been trying to decide whether or not to purchase a Blackberry for quite some time now. I feel like my current phone, which is not a smartphone, makes it difficult for me to keep up in a society today that is becoming increasingly dependent on technology and fast-moving information. The prices on these advanced phones are high but it is getting to a point where it is almost a necessity to function in an environment like that we have here at Babson.
ReplyDeleteGood choice of the media artifact, but why do you call it 'crack berry'? I assume I know your point, but the fact that it's addictive is an extremely valueable point to dig deeper. By calling it addictive, you're implying that it is unhealthy? unhealthy for you or your friend circle, or the community? what does it really corrupt? What are long term effects of this addiction?
ReplyDeleteAlso, what about the 'multitask' issue you mentioned? it's another money subject--what does this function say about the attention-deficit syndrome of most peoples of our generation?
follow at least one of such questions and dig deeper.
b.