Lenovo Advertising campaign Analysis Essay

Market Research Strategies

Lenovo Advertisement Research

The Lenovo bought the IBM COMPUTER group in 2004, (Musil, 2004) in that case, they use and develop the IBM COMPUTER technology and improve their very own computer quality. We can identify that the Lenovo advertisements will be focus on displaying the viewers the quality of the laptop. IBM is famous of its quality of merchandise and their services. Lenovo need through the ad to give a communication to the audiences that they may do and also IBM would and they may be trusted since IBM. All of us found two advertisements plus they are both focus on the quality however in a different approaches.

The first ad is a video, which locate from Vimeo (2008), named ‘grandma proof'. In the advertising campaign, the granny was producing the pizzas for her grand son, but the girl misused the Lenovo laptop as a cutting up board. After that, she reducing the veggie, meat around the laptop; striking the laptop using a harmer; washing the dirt from the laptop; and your woman even puts the notebook in the oven. The different one is a poster; this can be a photo from the astronauts job and are in the space capsule, and they are making use of the IBM ThinkPad laptop, plus the description with the poster can be ‘to build the planet's first weightless notebook'. ThinkPad is the just PC authorized for space fight simply by NASA. It is far from only a poster, it is a story. (Serge, 2007)

Here, the two adverts will be analysed and commented by Lavidge & Steiner's (1961) ‘Hierarchy of Effects', which include understanding, interest, desire, conviction and action.


The themes of both advertising are the top quality of the notebook computer. The initial advertisement showed technologies of the Lenovo ThinkPad series straight. For example , distress resistance, popular resistance, keyboard water proof, grind and shake-proof. All these technology are the support of safeguarding the data in the laptop; ThinkPad laptop which is solid, long lasting and can go through almost everything. The 2nd one is confirmed the quality of the laptop indirectly, but even more realistic compared to the video a single. In the poster, they use the photo with the astronauts in the space supplement and file that ThinkPad is the ONLY PC qualified for space fight by NASA. They cannot use very much words and pictures, but they supply the people the area to think, the word ‘ONLY' allow people recognize how good in the Lenovo Notebook computer. Actually, they gave more information than Grandmother Proof within the surface. Both of the two advertising give adequate facts in the advertisement, however , the video one is farfetched, as the Lenovo notebook maximum safe store heat is 140°F, which is reduced than the temperature for prepare the lasagna in range. (Serge, 2007) Compare it; the second one is more practical.


The initially advertisement handles the audiences' mind through attract all their eye-balls step-by-step. From reducing the veggie on the notebook to ‘cook' it inside the oven, what crazy points the grandmother did! Your woman damages the laptop a growing number of serious. Once everyone thinks the ‘cooked' laptop are unable to work, the ‘ThinkPad' offer a surprise to everyone. What an amazing notebook computer. Audience can interest regarding the Lenovo laptop, and might want to know more about the Lenovo through media just like internet. They may interest, understand and remember Lenovo, and this is exactly what the Lenovo want. The second one is a bit normal to compare with the video. They just like the normal poster in the subterranean in London, it cannot get new members well.


Desire means audiences observed the advertisement and in addition they may be curiosity to buy the item. Lenovo contains a very attractive ad to the followers: amazing top quality of the products, reliable info protect technology, and the strudiest laptop. Their target consumers are expert and business man, and so forth These people will desire to purchase the products while the adverts give the assurance to them that they can safeguard the data well. The two advertising showed the standard of the products are enough to draw...

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