Since we just finished doing our ad presentations, I decided to analyze another commercial that I recently saw on Youtube this week. This is Apple's first ad for the MacBook Air. Here is how I interpreted it:
The first thing the audience sees is a flat brownish envelope (brown signifies security and reliability, the characteristics which MacBooks are known for). Secondly, as the hand takes the computer slowly out of the envelope, it creates suspense within the audience. Finally, the hand takes out a super thin laptop and that is the moment of surprise for the audience.
Eventually, the laptop gets turned around so the audience can view its whole unique design as if it were a trophy. All of this is shot on a white background. White signifies purity, innovation, and the idea of something being new, which the laptop is: the world’s (newest and) thinnest laptop. This logos that appears at the end of the test is simple and powerful. It makes it seem like the MacBook is the best product in the WORLD because it is the thinnest out of all other laptops.
Ultimately, the logo of the bitten apple appears at the end; this is establishing ethos because that symbol is widely known and almost everyone is aware of how good the Apple brand is.
Another aspect that the video used to persuade was music. It used "New Soul" by Yael Naim which has the lyrics “I’m a new soul, I came to a strange world…” once again pushing the point that is product is new and worth checking out.
I think this Apple commercial is highly effective because every little detail in the 90 second time-limit is planned out to appeal to the audience.
Marta I think this an exceptional analysis of this advertisement. I remember seeing this commercial about one or two years ago. Along with your analysis, as well as seeing the commercial again, I would have to agree that Apple in most of their marketing techniques are very creative and innovative by design because they use the full extent of their time to appeal to their audience in a variety of ways. Even the song strangely appeals to me.
ReplyDeleteI completely agree, this is a very persuasive ad. I feel that the most effective technique this ad utilizes is when the MacBook Air is turned sideways, literally showing the viewer just how thin the computer really is. I think the envelope the computer is originally placed in is is very creative. It implies that that this computer literally costs less in every way, even to ship. But at the same time you are still given the sense of security that comes with a Mac, which is shown when the Apple logo appears at the end of the ad.
ReplyDeleteI love how this commercial established ethos. If you've ever noticed, this song is used in a lot of uplifting movies and it is quite joyous. I found myself singing along. Putting the MacBook in an every-day manilla envelope just shows its efficient portability. It makes viewers want to buy it because Mac is well-respected and it is not a hastle to lug around.
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