- The creator of this iphone advert is likely to be an advertisement
team/company dedicated to 'Apple' products.
- A theme throughout apple advertisement is the soft piano music used
over their adverts. Therefore, as soon as the advert begins, the familiar music
grabs the audience, and allows us to make the connection that it is an apple
product. There is repeated use of long camera shots displaying open spaces and
beautiful scenery. This automatically draws the audience to watch, and reflects
a sense of importance with regards to the product and the company. As well as
this, the device of verisimilitude is used, as we are shown repeated shots of
situations reflective of everyday life. Examples include a bus journey or a
shower. This is effective in attracting the viewer’s attention, as it shows us
the things we do in our everyday lives, suggesting the product is something we
as an audience will appreciate. Lastly, the significant focus of the advert is
the iphone music function, rather than the phone in general. Along with this
came the digetic music in each small scene which covered a wide umbrella of
music genre. There was dance music in the shot of a party, as well as chart
music in the shower and a drum and bass song in the car. This is successful in
drawing the attention of anyone interested in music which is the target
audience of the advert.
- To me, the advert shows the way in which music can bring enjoyment to
everyday life, and that the iphone is the most common and youthful way of doing
so. People whose lives are more business and work orientated could have
understood the message to be that the music can assist you at work, and help
you to improve, as the advert included an athlete using the music to prepare
himself for training. This could also be the case for those committed to
sports, with the appearance of a dancer.
- Omitted from the advert, is any presence of older generations, with
the actors featured appearing around 30yrs and below, and the general
lifestyles conveyed appearing to be that of younger people. There are also no
references to the other functions of the phone, as the advert clearly focuses
on the music application. It is therefore clear that the target audience of
this particular iphone advert are the younger generation. Due to modern
society, younger people tend to be more technology savvy, explaining the lack
of reference to the technological parts of the phone. Also, stereotypically,
younger audiences take more of an interest in music compared to the older. If
there had have been either of these aspects included, i think the target
audience of the advert would have been more unclear, and the fast pace youthful
theme would not have been as significant, possibly resulting in a less
attracting and inspiring advert. Due to the budget and size of the company,
apple afford to release multiple adverts for each product, each one with a
definitive target audience.
- Lastly, the purpose is overall persuasion to buy the product so that
apple can make a profit, done through the message that the iphone is the most
popular phone worldwide.
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