Dell ads get personal
PC-maker aims at consumer's heart rather than head, reports say.

(CNNMoney.com) -- Dell Computers will launch a new advertising campaign today that focuses on how consumers use PCs for fun, such as gaming and video editing, rather than the technical features, according to the Wall Street Journal.

The world's largest PC maker's "Purely You" campaign will feature television spots that overlay a phone call in which a customer talks about his family's computer needs with footage of the computer being assembled, the WSJ reported. The campaign will seek to emphasize the brand rather than price promotions or technical features.

The ad campaign comes as the company struggles with a weaker market for computers as well as a damaged public image. In June, photos and footage of a Dell (Charts) laptop catching fire in Osaka, Japan were publicized on the Internet.

Before that the company's cutbacks in customer service had garnered it criticism on the Internet, according to The New York Times.

But Dell's campaign is also a part of a wider trend by PC makers to create an emotional connection. In May HP (Charts) launched a campaign called "The Computer is Personal Again" which highlighted what users can do with the computer rather than what technical features are offered, according to The Wall Street Journal.

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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer.

Morningstar: © 2014 Morningstar, Inc. All Rights Reserved.

Factset: FactSet Research Systems Inc. 2014. All rights reserved.

Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved.

Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2014 and/or its affiliates.