The topics I will explain in my lesson are 2 different groups from the diffusion of innovations. The products that I will be talking about are cellular phones and cellular providers.
This video is a commercial for Verizon Wireless. This advertisement is aimed at the Laggard group in the "Diffusion of Innovations" theory. It is estimated that about 83% of Americans own cell phones. Cell phones have become a tradition in American society; which is why this advertisement is aimed at the Laggard group. This ad shows how casual cell phones are. The ad makes it feel like it is a necessity to have a cell phone and that it is weird if someone is out of the cell phone loop.
This next video is a commercial for a HTC Touch Diamond phone. This advertisement is aimed at the Innovator group in the "Diffusion of Innovations" theory. This is specifically aimed at the Innovator group because this is a new product and not many people have even used it yet. This phone has a compact design and a ToughFlo interface. Many people do not even know what that is, which is why only the Innovator group would be interested in the product. The phone also has windows, which is not the case for most cell phones. The advertisement shows how new and high tech the product is so that it will catch the attention of the innovators.
The "diffusion of innovations" is a theory about the spread of techonology. New technologies are adopted at different times by different types of people. The diffusion process is plotted on an S-curve. The S-Curve is used to show how a population will adopt a certain technology over some time. There are five different groups that make up the S-Curve. These groups are the innovators, early adopters, early majority, late majority, and the laggards. The innovators are classified as risk takers and daring, the early adopters are classified as opinion leaders, the early majority is described as people that accept change more quickly than others, the late majority are skeptical people that wait for the majority of society to accept a techonology, and the laggards are classified as people which accept a technology only once it has become traditional.
Advertising usually works by targeting certain groups and molding the ad in order to attract the certain group. The first ad I found was a commercial for Verison Wireless. This commercial is targeted towards the laggards. Laggards are people that do not try a technology unless it has become a tradition. The ad tries to get people to sign with Verizon. Most people already have a cell phone subscriber so this ad is trying to get people without one to subscribe to Verizon Wireless.
The second advertisement on my page is a commercial for a HTC Touch Diamond phone. This commercial is clearly targeted towards the innovators. This phone is new and different from any phone that is out on the market. The ad shows how new of a product this phone is and how sleek and desirable it is. The way the commercial portrays the phone is very appealing to the innovator because they always want the new techonology.