By: Billy Van Moolenbroek (Task 1)
Apple is a multinational technology company that originated from humble beginnings in 1984 and has since established itself as a household name. People around the world are familiar with Apple’s Macintosh computers, iPhones, iPads, and other “i” devices. In September 2019, Apple released an advertisement for its latest ground-breaking device, the iPhone 11, appropriately titled Introducing iPhone 11 (Apple, 2019).
The advertisement displayed fast-pace, short clips in quick succession with electronic music playing in the background to create an atmosphere of tension and action. There is no narration or dialogue aside from the lyrics of the song, which often repeat “Bang, bang,” and, “I want my iPhone.” Messages relating to the new features of the phone are communicated through on-screen text, such as, “New dual cameras.” The messages are kept brief to not overwhelm the audience.
The ad’s main message is that the iPhone 11 is “ready for action,” as it is more durable and able to withstand abuse from everyday use. An aura of tension and danger is present as the majority of scenes in the ad showcase how the iPhone device would commonly be damaged (i.e. cat knocking it off a table and water/drinks spilled on the device). The theme of the iPhone being damaged from everyday use is present for more than half of the advertisement to appeal to the consumer’s desire for durability in mobile phones (Arif, Ahmed, & Farrukh, 2015, pp. 114-116)
During a segment of the ad displaying the new ‘slofies’ (slow-motion selfies) feature, the people taking slofies have happy facial expressions and body language. This non-verbal communication helps shape positive consumer opinion towards slofies and the iPhone 11 device (Wang, Mao, Li, & Liu, 2017, pp. 788-789). The ad also incorporates cuteness and comedy by showing a baby trying to use the facial recognition feature of the device. Cute imagery is most commonly shared amongst users of social media, which increases the spread and awareness of the advertisement (Ng, 2017, p. 1). Apple, through a combination of different auditory and visual techniques, has managed to capture the audience and showcase the iPhone 11’s features without a single spoken word. Is the iPhone 11 the apple of your eye?
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