Wednesday, October 2, 2013
Apple iPhone 5 Advertisements
The advertisements I chose were both Apple advertisements. While one is for the iPhone 5c and the other is for the iPhone 5 both of the advertisements use similar methods to convince people to buy the products. In both advertisements people are shown using the Apple iPhone 5 or 5c to interact with other people. Even when a person is shown by themselves their mannerisms imply that they are interacting with another person even if that person is not shown onscreen or heard speaking to the person onscreen. Apple appeals to an international audience by showing people of all ethnicities and who speak different languages around the world using the iPhone to speak to their loved ones. By doing this and using people of all ages, languages and disabilities (in the Facetime ad there is a deaf person) Apple links the warmth and happiness of personal relationships to their product. Apple shows that its product can help people keep in touch with their loved ones even when those loved ones are far away. Apple is trying to sell the experience of having an iPhone so that consumers will buy the product.
When I saw these commercials I couldn't help but smile. Almost everyone in the commercials were smiling, laughing and enjoying themselves. Although the clips showed a person or group of people for five seconds at the most the person or group looked to be genuinely enjoying themselves. The simple instrumental arrangement that played in the background was soft and didn't distract from the images presented. Since I prefer soft instrumental pieces in commercials I must admit I was biased, but a fast-paced rock song would not have fit into the atmosphere of the commercial. While Apple is trying to sell the experience that comes with the iPhone I don't think that I actually need an iPhone. If need to speak with someone any old phone will do the job.
I think advertisements like these two serve to remind people what products really should do (apart from their actual function): help people connect with one another. With all the advancements of technology some times people forget to interact with each other and instead use the internet or other new products as a way to avoid people.
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Our society sometimes blames new technology for isolation; when some people seem to spend more time posting on social networking sites than living in the present moment with their peers, it’s easy to blame the companies that enable this behaviour. In this ad, Apple was pointing out that the issue is not the technology, but what people do with it. This advertisement really sold the global networking and connectivity that new technology helps make possible.
ReplyDeleteI agree with Mara that people tend to blame technology and different brands that promote this idea that iphones and other hand-held devices creates isolation or that the person is out of touch with the world. It is their own fault that they don't get off the phone. It is their fault that they are too focused on how many likes they got on a post. I do agree with your notion of how the ad was displayed and what emotions the ads give. I do think you could of added with the iphone 5c that it adds character by giving people a choice of what color iphone they want.
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