Christopher Burning
English 101-5:30
Dr. Sonia Begert
11/2/15
The Assimilation of Advertisements
Through the Years: IPhones
The core
purpose of advertisements has always been to persuade their viewer to either
support what they present. IPhone ads are no different, however, as the phones
have entered new generations so have the ads themselves. The main point of
IPhone ads has always been to purchase the phone and join the loyalty that is
the Apple community. The ways each ad goes about that goal though is something
totally in its own.
This ad
from Apple in 2011 (Figure 1) features the IPhone 4 and a very key slogan.
There are quite a number of things in this ad itself that support the idea of
Apple being centered on selling the phone and gaining a larger community. The
first thing to note about this ad is the audience in which they’re centering
on. To most people they would see the ad targeting the general consumer but
analyzing it deeper reveals that hidden under the initial audience is the
audience of family/ friends. Now the ad can sway either way, most ads are
driven towards a certain audience but when it comes to phones that audience is
extremely diverse. So finding a specific targeted audience may not be as
obvious as in other ads. Although, as far as the not so obvious targeted
audience goes, one can interpret it that way because of the conversation that’s
happening within the phone itself. One can see it as either a conversation
between two friends or possibly a father and son giving the idea of
family/friends. The given simplicity of the ad is also another way it shows
their focus audience. For example in Figure 1 the ad uses words such as, “Easy”
and “Quickly”. These are all words that everyone can understand, even those who
don’t know much English or are poorly educated can understand that the ad is
implying that the phone is easy to use and fast. Additionally the structure of
the ad maintains simplicity so, again, it can speak to many people. Then
looking at the slogan as a whole reveals it’s extremely short and to the point
furthering the ability for everyone to understand it. These things all tell us
what the purpose of this ad is. By highlighting the ease of their product, possibly
compared to the difficulty of usage of other phones, it tries to sell you into
the phone to experience that ease. They also highlight the communication that
they’re talking about within the ad. They’re keeping the value of family, or
general, communication within mind by highlighting it within the phone in the
ad.
Similar to
the aforementioned ad. This IPhone 5 ad from Apple in 2013 (Figure 2) features
the new phone and a slogan that might seem innocent on the surface but it
presents a lot more when looked into. Again this ad presents Apple wanting to
sell their new phone and to persuade those who haven’t bought their new phone
to buy it, essentially joining the “So many” that do love it and have it. The similarities
to note between this ad and the IPhone 4 ad is the words usage. Again the ad uses
the word “Easy” making sure to use simple language so as it can reach across
language barriers. Another similarity is the slogan. The structure of the ad,
again, is simple and to the point. The focus audience hasn’t changed but the
secondary audience has. Looking into the ad deeper one can interpret a
different secondary audience than the first ad, this time, it being towards
technology lover/those who love their phones. There’s a lot more to this ad
though. Upon first reading of the ad many questions can pop up from it. Why is
it so easy to love the phone? What makes this phone so special? That’s exactly what
the ad wants to do. It leaves many open ends about the phone which elicits curiosity
from the reader. It does it quite effectively
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