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Beats by Dre - Essay Extract K
2. Semantics
Semantics is how meaning is communicated. The Colour, Form and sound, created a foundation for a successful company. Including
Styling all give visual cue to the Social and Cultural References iconic figures in pop culture from the beginning of the process
portrayed by the brand. allowed the product to be developed and improved so that by the
time Beats by Dre was a recognizable name, the product was
2.1 Colour elegant and refined (Dogan, 2015) This is shown by the product’s
On the official Beats by Dre website, Beats Solo 4 is offered to UltraPlush ear cushions and padding on the headband. Softer
consumers in 3 colours: Matt Black, Slate Blue and Cloud Pink. The than soft. It is also a very lightweight product which adds to its
Matt Black pair offers a modern, focused and professional appeal, effortless comfort. At just 217 grams, you could almost forget
whereas the Slate Blue and Cloud Pink pairs portray health and you’re wearing them (“Beats Solo 4 - Matt Black”).
fitness, simplicity and elegance. What is unique about Dre and
Iovine as entrepreneurs is that they saw this practical, common 2.3 Styling
item as an opportunity to create a new demand. They did that by A modern style is conveyed through the product’s matt finish. The
creating headphones to be stylish items that can become a status descriptions and slogans around the product all give the sense of
symbol, and increase sound quality and people’s listening confidence and simplicity. Stands out. Stays on. Their stylish
experience (Dogan, 2015) and unique design is one of their major selling points. It was the
first time that headphones became as much a fashion accessory as
2.2 Form a useful listening device (Blue, V., 2017) (Dogan, 2015) Simplicity in
The form of the product demonstrates the beauty in subtle the product’s outer form to hide its complex interior gives a sense
transitions between hard and soft edges. Being a premium of humility. While Walkman users surpassed the domestic audio
product, refreshingly the Beats Solo 4 headphones doesn’t Hi-Fi craze by giving an urban function to the headphones, Dr. Dre
compromise comfort in ergonomics for minimalism. Their headphone users have completely absorbed this urban function
commitment to high quality materials that delivered a high-quality and are adding new stylish meanings to them (Barbosa, 2020)
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