Fetishised objects

Beats by Dre
Beats by Dre created by the company Monster, but sold under the idea that they were made by Dr Dre himself, creating an image that people will want to buy into 


Needs it Fulfils
The needs that they fulfil are created by the idea behind them and the selling point. The information on the 'about' page of the website doesn't really give you any useful information in relation to the product but sells them to you saying "people aren't hearing all the music." making a statement that makes you think your missing out and it continues saying how artists and producers 'work hard' 'perfecting' their sound, but how you "can't really hear it with 'normal' headphones" saying they can't handle the bass.


The last line "With Beats, people are going to hear what the artists hear, and listen to the music the way they should: the way I do."
Implying that if they don't have these headphones they won't be able to hear the music from their favourite artists in the way that they do, again making them feel as though they are missing out and making you feel as if the headphones are a must.


Exchange Value
...


Symbolic Value
It's symbolic value is showing that you can afford the 'best of the best' the current must have headphones that a lot of celebrities and artists are talking about.


Beats by Dre have also collaborated with some of the most popular American artists and sports personalities of 2010, this is a good way of selling something, they have some of the biggest fan bases and therefore those are the people who will want to have something that their favourite artist has. In a way it's offering you something that celebrities have that you can own without having to save thousands.


Lady Gaga - Heartbeats 
Diddy -Diddybeats
Lebron James - powerbeats
Justin Bieber - Justbeats

Real Value

..

£279 studio £80 

selling line..
"People aren't hearing all the music.
Artists and producers work hard in the studio perfecting their sound. But people can't really hear it with normal headphones. Most headphones can't handle the bass, the detail, the dynamics. Bottom line, the music doesn't move you.
With Beats, people are going to hear what the artists hear, and listen to the music the way they should: the way I do."

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