Forget pixel count, color depth and everything else you think you know about television performance. Flat panel TV buyers these days are more concerned with how their gear looks than how it performs.
At least, that's the message I get from the new U.S. campaign for Sharp's Aquos line of LCD HDTVs, announced Tuesday.Rather than focusing on picture detail, the new spots emphasize Aquos' physical design, emphasizing the "thinness" and "lightness" of the televisions, Sharp said.
"This campaign represents a true first in this industry," said Bob Scaglione, senior vice president and group manager of Sharp's Product and Marketing Group. "Although there is still the traditional focus on Full HD picture quality, this commercial explores a new idea and makes a design statement that strengthens the overall image of the Sharp brand. The ad depicts where we see the LCD industry going, as new design statements are introduced to provide consumers with the ultimate blend of style and performance."
Overall, this is an intelligent decision. Too much talk about "contrast ratio" and "120hz frame rate" just makes the eyeballs of all but the most technophilic customers roll back into their heads. This marketing directive operates on the same principle that successful retail CE salespeople understand: features don't sell products, benefits sell products. Customers, by and large, don't care how a TV works, just that they can be assured that it will have a nice picture, and will look all cool hung on their wall when it's installed.
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