iphone AD

Who created this media message? Why?

Apple Computers created this message. The purpose of them creating this message was to advertise the iphone, a cellphone and ipod mp3 player all in one. This particular commercial was showing how the iphone could view Youtube.com videos. I guess the reason for this was because no other phone can access Youtube.com videos therefore giving the impression Apple is proud of their product and this specific feature.

Who is the target audience? What text, images or sounds suggest this?

The target audience seems to be people who are into cool gadgets particularly apple products. I almost feel like apple is trying lure in existing customers by using a familiar atmosphere. Apple commercials as of late have been kind of low key not over the top. I feel the iphone commercial is taking the same approach. Everyone knows the iphone is a cool item. Apple has won enough people over on that without needing much convincing. However now the purpose is to get people to feel a iphone is something worth it for them. I think low key commercials like this allow a consumer to be OK with a product thus ingraining in their head, "If I need an iphone, I will get it." An example of this was with my friend an ipods. My friend thought ipods were nice things but didn't feel he needed one. However when his music teacher said he needed an mp3 player and was fine with ones that were far less expensive then ipods, he instantly found a reason to need that ipod he wanted. I can see many consumers who are in the market for a new phone or want to change service providers. The second a lot of those people are in those position many of them will find a reason to need an iphone.

What is the text(literal) meaning of the message?

The literal message is that iphones can view videos highlighting one of the many features the phone has. I have noticed that there are a lot of different iphone commericals with the same music that highlight a different feature of the phone. Therefore this phone is delivering the litteral message, "Iphones can view Youtube.com videos"

What is the subtext(hidden message)?

I think the hidden message here is, "If you are a consumer that needs to have the freshest and newest gadgets, get an iphone." There isn't much mystery about what an iphone is nor what it can do. Most people know ipods are media players that can play music, video and show photos and cell phones are portable telephones. Therefore the iphone has to be an ipod thats also a cell phone. Now the goal is to convince people that this ipod that is a cell phone is a must have. Therefore this and the other commercials that have been airing are showing how the iphone can transform a persons life for the better. In this case now, people can enjoy their favorite videos from Youtube from their phone.

What kind of lifestyle is presented? Is it glamorized? How?

I think a less is more lifestyle in present. If you notice the commercial shows the iphone as this thing that can do everything. Even though it just highlights the Youtube feature, the way they show how the screen can move around and things like that gives viewers the idea that the iphone is this super all-in-one tool. Therefore people who like to live minimalist lifestyles are probably really lured into this advertisement.

What values are expressed?

I'm not sure any values are being expressed in this advertisement. I think this is one of those ads that just show something to me. I guess however one could say that one value is for people should not always take themselves too seriously. One could get this from the video of the skateboarding dog. I guess cleanliness is also another value that is expressed. This all-in-one tool is supposed to get people more organized so they are all about people clearing out the clutter. While I think these values are expressed I can't really say they are expressed that clearly.

What techniques of persuasion are being used?

I think the best method of persuasion they are using is showing the product doing the action from start to finish. It showed how a consumer could easily navigate around on the screen and the big image of the hand doing all of that almost makes a viewer feel like they are actually pushing the buttons. I think also by non-chanlantly saying how cool an iphone is they are making it like, "we know our product is cool and we don't care if you don't". I think that arrogance that Apple really delivers with a lot of their products, definitely infuriates some consumers to having personal boycotts with Apple but I think at the same time it's made three times as many consumers buy their products.

What healthy and unhealthy messages are being communicated?

I think one healthy message they promote is it's good to be organized. It's kind of silly but a lot of times whenever I see a really clean apartment I feel like there is always a white apple computer somewhere. But the iphone I think is intended to be this new super personal organizers. A lot of times it takes a really cool product to get people to do what they are supposed to do. In this case it's a personal organizer that might encourage people to organize themselves better. Another example is how it takes a fancy piece of exercise equipment to get people to work out. As far as unhealthy messages, I guess it's kind of the negative of the healthy message in that sometimes it takes expensive items to get people to do what they are supposed to do.

What part of the story is not being told?

I think a lot isn't told in this story. First of all I have no idea what else the iphone can do from this commercial alone. I guess that's Apple's intent though so I kind of understand why I am left at the edge of my seat for that. I also am curious to see if that Youtube feature is something extra I would have to pay for. A lot of things like that aren't free. I think because ipods and cell phones are common knowledge items for people, the "what else can this thing do?" is the thing that is going to draw in customers. I think by not telling parts of the story, customers are forced to figure out the story on their own, thus learning about the iphone and being buttered up to it in the process.