Sometimes exaggeration is necessary to sell a product. In this advertisement marketed by Bose, the creators employed extreme exaggeration. After all, in a world with such loud noises, a person practically needs Niagara Falls-strength noise cancellation, right? Clearly, the purpose of this advertisement is to convince the viewer to buy a pair of noise-reducing headphones from Bose. The audience includes almost anyone, particularly people who are frequently in noisy areas. To convince viewers to buy from Bose, the creators had to make sure they sent a strong, bold message to the advertisement's viewers, which they accomplished through their use of symbolism, the threatening color scheme, and their appeal to the average buyer.
The main use of symbolism lies clearly with the Niagara Falls, arguably one of the loudest places in America. Anyone as close to the Falls as the man in the advertisement would be overwhelmed with how loud the Falls were. However, he is not. He's rowing along happily, not hearing the rumble of the Niagara Falls just feet away, all thanks to his Bose "noise-reducing" headphones. In this way, the creators use the viewer's previous knowledge of Niagara Falls to their advantage. Any headphones with enough strength to block out the roar of Niagara Falls should be good enough to cancel just about any sound. This creates the sense that these Bose headphones are well worth whatever cost, helping the viewer to justify his or her potential purchase.
Additionally, the advertisement's color scheme effectively adds to the overall mood of the advertisement. The dark greens, blues, and white of the image suggest that something is lurking, that something is dangerous. The man in the advertisement, however, does not notice any of this because of his headphones and sunglasses. Only very powerful headphones could convince this rower that his surroundings are not threatening.
The creators also attempted to appeal to the average buyer by using someone who the buyer might be able to relate to. Since the man in the advertisement is wearing khaki shorts and is paddling, barefoot, a little row boat, along with his very own Bose noise-reducing headphones, potential buyers will not believe that these headphones are over their budget. As a result, the buyer will not feel isolated from Bose; thus, the average viewer is more likely to become a Bose-buyer. The creators of this advertisement effectively presented the viewer with several feasible reasons to buy their product, so I would consider this advertisement successful.
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