The Apple Company, who created this print ad for their iPhone, is widely known for doing an excellent job of marketing their products and always comes up with ingenious and innovative ad campaigns. This ad has one purpose: to make people want to buy the iPhone. The ad uses different elements to put you in the position of the person touching the iPhone.
Usually, technology ads are targeting the male demographic, but the iPhone is for everyone. The ad doesn’t make any distinction between male or female. With the importance of cell phones in our society today, the ad is targeting anyone who uses or will use a cell phone. The ad itself implies that the iPhone is the only thing you will ever need by showing it alone with just the hand. To me, the openness of the picture around the iPhone and the hand is meant to show that all you will need is the iPhone. Like Apple is saying, “This will do everything you will ever need to do.”
It is a fairly simple ad, the hand and the iPhone put against a black background to draw attention to themselves, a very good use of accenting. The hand is added into the picture to add to the add to the thinking that people will do when they see it. Only the hand is shown, not the rest of the arm or the person doing the touching, allowing the viewer to imagine that it is their hand touching the iPhone. That was the first thing I thought about when I saw the ad, I pictured myself playing with an iPhone.
With the black background, the brightness coming off the screen of the iPhone draws even more attention. It illuminates the rest of the picture, including the hand, and made me think of a light shining through the darkness, pretty powerful symbolism that the iPhone is so great that it shines light into the darkness that is your world. The whole idea is to make the iPhone look visually stunning, and they accomplished this task.
Down at the bottom of the ad underneath the iPhone and the hand are the words “Touching Is Everything.” This is a short, but powerful phrase. In just three words Apple gets their point across. They might as well have said, “You have to have one of these.” In a way, that’s exactly what they said, just in a nicer sounding way. You have to touch the iPhone and use it before you’ll truly understand it. Once you touch it, you’ll never try anything else. It’s EVERYTHING.
Underneath that phrase, there a short sentence saying, “The revolutionary new iPhone is now available at Apple and AT&T retail stores.” The word “revolutionary” in my mind conjures up images of the American War for Independence, the missions to the moon, and other world changing events and technological developments throughout history. That’s a very powerful word to describe a new cell phone. It lets people know that your product will change the world and how we live our lives.
In my opinion, this ad is very effective. It’s very simple, but does everything that it needs to do in a successful ad campaign. There isn’t a bunch of clutter surrounding the iPhone that could distract you, it’s placed right in the center of the frame, and its set against a black background. You have no choice but to look at the iPhone and imagine yourself with one.
Usually, technology ads are targeting the male demographic, but the iPhone is for everyone. The ad doesn’t make any distinction between male or female. With the importance of cell phones in our society today, the ad is targeting anyone who uses or will use a cell phone. The ad itself implies that the iPhone is the only thing you will ever need by showing it alone with just the hand. To me, the openness of the picture around the iPhone and the hand is meant to show that all you will need is the iPhone. Like Apple is saying, “This will do everything you will ever need to do.”
It is a fairly simple ad, the hand and the iPhone put against a black background to draw attention to themselves, a very good use of accenting. The hand is added into the picture to add to the add to the thinking that people will do when they see it. Only the hand is shown, not the rest of the arm or the person doing the touching, allowing the viewer to imagine that it is their hand touching the iPhone. That was the first thing I thought about when I saw the ad, I pictured myself playing with an iPhone.
With the black background, the brightness coming off the screen of the iPhone draws even more attention. It illuminates the rest of the picture, including the hand, and made me think of a light shining through the darkness, pretty powerful symbolism that the iPhone is so great that it shines light into the darkness that is your world. The whole idea is to make the iPhone look visually stunning, and they accomplished this task.
Down at the bottom of the ad underneath the iPhone and the hand are the words “Touching Is Everything.” This is a short, but powerful phrase. In just three words Apple gets their point across. They might as well have said, “You have to have one of these.” In a way, that’s exactly what they said, just in a nicer sounding way. You have to touch the iPhone and use it before you’ll truly understand it. Once you touch it, you’ll never try anything else. It’s EVERYTHING.
Underneath that phrase, there a short sentence saying, “The revolutionary new iPhone is now available at Apple and AT&T retail stores.” The word “revolutionary” in my mind conjures up images of the American War for Independence, the missions to the moon, and other world changing events and technological developments throughout history. That’s a very powerful word to describe a new cell phone. It lets people know that your product will change the world and how we live our lives.
In my opinion, this ad is very effective. It’s very simple, but does everything that it needs to do in a successful ad campaign. There isn’t a bunch of clutter surrounding the iPhone that could distract you, it’s placed right in the center of the frame, and its set against a black background. You have no choice but to look at the iPhone and imagine yourself with one.
1 comment:
Your analysis is pretty much spot on, in my opinion. Your observation about the phone being displayed as if it were a light in the dark is very astute. You're exactly right; they're trying to give the appearance that the iphone has all the answers, and if you don't buy one, you'll just be lost.
That was also a good point about the ad's use of the word "revolution." However, in my opinion, although it's a very powerful word, it has become so overused in recent times that it is almost a cliche now. It just doesn't affect me very much anymore, because people are claiming that everything is revolutionary these days.
The only critique I might be able to offer is that your intro is possibly a little too long and indirect. But that's very minor; otherwise, I think this response is really well done.
Post a Comment