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Advertisements are a very vital part when going to buy a product. Advertisements are your first look into what the product is about and what it is used for. Some advertisements are as short as 30 seconds where as others are 3 minutes, but the duration of the commercial isn’t the most important. Flashy images, catchy jingles and entertaining ads draw customers’ attention, helping them remember you product. (Martin, n.d) The Apple 1984 Super bowl commercial introducing the Macintosh computer has all of these elements and more. This advertisement introducing the Macintosh has a dark theme, serious tone, and is attention grabbing making this the most bizarre Apple commercial to date in my opinion. With every advertisement there has to be a target
Many components can be categorized with credibility. Starting with the obvious fact of the ad being part of the Super Bowl, something which will always bring great credibility to the company advertising. Getting a spot in the Super Bowl can be considered a breakthrough accomplishment. The thought of the commercial not making it to the screen lingered, but was just a passing feeling. Apart from being a super bowl ad, the fact Apple referenced from a largely known book adds credibility. Other than referencing from a widely known book, it is not uncommon for “1984” to be compared to the film “The Wizard of Oz”. While many comparisons can be made to the movie, one in particular stands out. Inside of Stein’s “Quarterly Journal of Speech” the statement “When the running woman is fully shown in full shot she can be seen to be wearing red shoes, and the fully saturated colors of the Apple logo lighting up the screen after it shattered tells us that we are not in Kansas anymore” (Stein, 17). Being compared to such a famous movie adds credibility. The comparison Stein is trying to point out is obvious. The screen shattering is symbolic for the change the Macintosh can make, like being in a new place. Apple took a chance with not showing a single example of the Macintosh. Instead the point to get
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Advertising is as old as civilization itself. They are forever interconnected. If one changes then so does the other. So as our society evolved dramatically by the influence of technology and social media, so did the way we advertised. With the power of technology, advertising gained the ability to be everywhere at once. These locations ranged from billboards, to projector screens that hang from skyscrapers, to even in your homes in the form of commercials. The evolution of advertising in the modern world is both somewhat disturbing and innovative at the same time.
Throughout the centuries, ads have been a form of communication to the masses. When businesses have a product that they want to promote, they put out ads. They use things such as pathos, ethos, and color schemes to convey their message. An ad that comes to mind is McDonald’s First Day. In this ad, a young man starts a job and is overwhelmed with the start process.
In today 's era, there are a lot of companies that provide services all around the world that benefit everyone. Some of those companies provide only internet, while others provide that and/or the device used with the internet. One of the most popular companies that exists as of today is the Apple Company. The Apple Company was founded back in 1976 and its main thing was to create and produce computers and other electronics such as music players, cellular phones, and other merchandises. But the company became quite known, and as of today, it sells from just phone cases to televisions.
Apple’s new holiday commercial showing the other side of the well known monster Frankenstein and it's devoted to reminding people that friends and family aren't the only people who might need comforting at this time of year. In the advertisement the monster trying his best to win over frightened villagers with a little holiday cheer, which makes a statement against stereotypes. I think this advertisement is effective because its targeting all ages and using rhetorical appeals to show positive message by telling the audience to "Open your heart to everyone," regarding what’s happening today in the world around us.
In the Time Magazine article “The Science of How Marketers (and Politicians) Manipulate Us” by consumer psychologist Kit Yarrow, she explains to target audiences that advertisements manipulate us through thoughts and emotions. Yarrow says that advertisers try to persuade audience’s choices by breaking down advance ads into simplistic ones. One essential part that Yarrow note is that the best marketers connect with our emotions and that it is effective to provide a safe environment. Apple demonstrated this example with the commercial “Barbers”, which is about people coexisting. The commercial plays with symbols that indicate a safe environment for people with different ethnicities and genders. By creating ethos, pathos, and logos, Apple attempt
The first big commercial, which promoted the new Macintosh computer, was aired in 1984. Although commercials were being aired during the game before, this was the point where larger corporations began to realize that with the large population watching this game, there would be no better time to air these commercials (obviously the Super Bowl was not as popular back then as it is today). This was the revolutionary point of media in the super bowl. For any viewer watching the game today, there is much anticipation toward these commercials because they are said to be the best of the year filled with propaganda, humor, and other psychological techniques to real in the viewers. If you look at the graph below we can see how the cost to air a commercial has changed over the past 50 years since the super bowl first began. Today, with the increased population that tune in to watch the game, the cost of airing one 30sec commercial has increased over 4 million dollars as opposed to the minimal amount paid towards the
Apple was definitely “thinking different” when it created the new addition to the Macintosh family, the iMac. It’s creative design and refreshing departure from the computer industry standard of boring beige boxes is gaining this marvel many optimistic reviews. This new personal computer, which is pronounced eye-Mac –the “i” stands for Internet, combines the computer and the monitor in one unit making it, in effect, an updated version of the original one-piece Macintosh. That makes the iMac ideal for people who want to conserve desk space.
Apple Inc. uses the Apple brand to compete across several highly competitive markets, including the personal computer industry with its Macintosh line of computers and related software, the consumer electronics industry with products such as the iPod, digital music distribution through its iTunes Music Store, the smart phone market with the Apple iPhone, magazine, book, games and applications publishing via the AppsStore for iPhone and the iPad tablet computing device, and movie and TV content distribution with Apple TV. For marketers, the company is also establishing a very strong presence to rival Google in the advertising market, via its Apps business and iAd network
Let’s take a trip back in time and review the evolution of a computer company. It’s not IBM or Microsoft. This company is Apple Computers, Incorporated. In the year 1976, before most people even thought about buying a computer for their homes. Back then the computer community was only a few nerds building simple computers from hobby kits. When Steve Wozniak and Steve Jobs sold a van and two programmable calculators for thirteen hundred dollars and started Apple Computers, Inc., in Jobs garage, the reach for success seemed far.
A commonality among Fortune 500 companies is they can be recognized by their corporate brands and product brands. Branding offers companies an edge over the competition and provides advantages to both the company and the customer. Ferrell and Hartline (2014) identified the advantages of branding as:
What is product? Product can be anything, tangible and intangible. Product is anything that the company can offer to the consumer. Apple’s products are the best of service in the market. From computer to smartphone to tablet computer, today customer believe that if they get the apple product. Even that price is high also worth it. Apple products are usually high quality, so in some case that is the best of available device for customer. However, it is not perfect, many customers leave for a series of problems, so they deeply hurt.
What is the best smartphone brand in the world? IPhone or Samsung? It is a question we are often asked. We all know that there are many high- class Smartphones Company in the market except Apple and Samsung, but nowadays people more likely to buy these two companies products and always like to compare them and trying to know which one is the leader of smartphones market. Most of people believe that Apple brought the smartphones revolution to the world and it changed “everything”, and maybe that is why Apple has more royal supporters than Samsung.