18 Hours Adverting Analysis of Yoga

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18 Hours This analysis is about computer hardware advertising and the brand I choose is Lenovo Yoga. The main purpose of the advertising is show the extra battery life of Yoga tablet and much differences from other tablets. With battery up to 18 hours, Yoga tablet can be qualified to go all day without recharging. Different from Ipad and other similar types tablets, Yoga has a battery cylinder and kickstand on the other side of the device so that it could not only be hold but also stand and tilt. What’s more, the advertising program is trying to attract more younger consumers by taking the advantage of the influence of Ashton Kutcher who has more than 30 million fans on Facebook and Twitter totally. The creative approach of the ad campaign is showing the busy 18 hours of Ashton Kutcher with the help of Yoga tablet. Since he first starts to use this device in the ad, there is a battery sign on the upper right corner. In the busy 18 hours, he uses Yoga for reading when played as astronaut. Then he shows three different positons of Yoga to other colleagues in the office. And then he has a news interview with short pants and suit because the women on the other side could only see his upper body. After that, he shares Yoga with friend to watch video. With only 2 hours battery left, he continues using Yoga to set agenda. At last, he gives a presentation by using Yoga. There is a sentence on the screen that represents the design philosophy. The minute we think we‘re thinking outside the box, we realize that we’re just living in a bigger box. The ad is trying to combining every aspect into one minute. Each thing that Ashton does with Yoga has shown function or feature of Yoga. For example, the holding position shows that the cylinder helps to make it more comfortable for reading since the weight of device falls into palm rather than fingers. Ipad and galaxy have to use

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