The topic I chose was teaching two different groups from the diffusion of innovations that are targeted in advertisements by using certain tactics. The two I chose to focus on were the innovators and the laggards.
The first video is an advertisement for the new HP TouchSmart tx2 Notebook PC. The innovators are clearly the targeted audience during this commercial.
The second video is a commercial for esurance. This advertisement is focused at the laggard group.
The diffusion of technology separates consumers into five categories. They are innovators, early adopters, early majority, late majority, and laggards. The two groups I have chosen to compare through different advertisements are innovators and laggards. Innovators are risk takers, venturesome, hazardous, and are comfortable with uncertainty. Laggards are traditional by nature. They like everything to stay the same and are do not like any change.
The first advertisement targets the innovators. It shows the PC as new and exciting. It uses phrases such as "multi-touch innovation" and "revolutionary display." It shows all sorts of new features of the hip computer. The upbeat music appeals to the daring nature of the innovators. This is a new, fresh technology that people who are adventurous would love to be the first to try.
The second advertisement focuses on how simple, fast, and easy it is to buy the auto insurance Esurance. It is targeted at the audience who does not want complicated features, and just wants the bare minimum to get the job done. This is clearly demonstrated with the catch phrase "quotes, buy, print." This is the kind of auto insurance a laggard would want to buy. It breaks down auto insurance to a very easy to understand way.