Today, technology companies are always trying to get ahead. One of the main outlets through which companies like Apple and Microsoft utilize is the power of television. Last week I saw an advertisement called "Powerful" by Apple on TV and it really moved me as after watching I even said to myself, "Wow that was a really good commercial" and therefore I decided to write a TOW on it. In the commercial, Apple shows many musicians and artists using their Iphones to do very interesting things. One of which even includes taking a picture of a sign in Spanish and having the phone translate it into English! Apple nonchalantly shows the versatility of the Iphone by showing how people can all use it for whatever they deem important. Ranging from a microphone for a band to a camera for a child's playtime, Apple makes the Iphone seem extremely versatile and capable of empowering people to do what matters to them. While the commercial shows the versatility of the device through various scenarios, Apple does a good job in making it not seem like a commercial trying to sell you something, but rather just an interesting video. By not even showing any sort of text until the last 10 seconds of the advertisement, Apple allows for the viewer to just enjoy the video and not feel like they are being sold anything. It is only until a simple, "Iphone 5s" and Apple logo show up on the screen, making the viewer feel less pressured into buying the product. All Apple is trying to say through this ad campaign is that Apple devices help empower people to do what they love, and by writing "You are more powerful than you think" at the end, Apple shifts the focus to the consumer and not necessarily the product. With advertisements constantly "screaming" at the consumer through new offers and low prices, Apple just makes a subtle statement about their product that can be universally understood no matter who you are. In addition to the subtlety of the ad, Apple has music in the background in which the lyrics say "Gigantic" in order to send the message that the phone is important, empowering and in fact gigantic. This advertisement overall was able to silently show consumers the versatility and empowering capabilities of the Iphone by using minimal words, not hounding the consumer, and using lyrics to its advantage. As a result, this commercial is extremely effective as it shows users and consumers the greatness of the product. After watching the commercial, I didn't even know that the Iphone could do some of the things that were advertised, and even went out to buy some new apps. Overall, I think this ad was very effective due to its mastery of rhetorical devices.
LINK TO VIDEO:
http://www.apple.com/iphone-5s/powerful/#video-power
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