Apple s Historical Advertisement

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1 Portfolio of Apple Apple is historically known for its computers, but as of late, it has produced the latest and greatest in cell phone technology. It is currently marketing the iphone 4 through AT&T and Verizon. Unveiled on June 7, 2010, the iphone 4 stepped up the smart phone by introducing video calls (Mahoney). Its current advertisements on television showcase how the iphone also includes the famed ipod mp3 player (YouTube). The big tagline it leaves us with is, If you don t have an iphone, well, you don t have an iphone. Essentially, it is communicating that there is no substitute to the Apple iphone. Apple was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne. Unlike their early competitors who sold computers as kit projects, Apple sold the Apple I as a full product (Apple I). They released the first Macintosh in 1984 and have been producing Macs ever since. However, in the late 80 s and 90 s, Apple s popularity faded while competitor Microsoft stormed onto the scene. It would take the imac (remember those funky colored desktops?) to bring Apple back into the game. They have moved on from the colorful

2 monitors and are now heavily marketing their MacBooks to young adults (Apple Inc.). In addition to computers, Apple also produces the ipad, ipod, iphone and Apple TV. The ipod is an mp3 player that can store thousands of songs on it. The ipad is essentially an ipod, but blown up into a touch-tablet. There are applications available for users to download. They can be almost anything, like games, movies or reference guides (Apple Inc.). Apple s Historical Advertisement In this 1997 advertisement for Apple s Mac OS8, computers where beginning to be more prominent in homes. This is the year Microsoft became the world s most valued company, $261 billion. Not only were they the most valued company, but they are also responsible for saving the company of Apple. The Apple Corporation

3 was looking at bankruptcy; Microsoft bought $150 million worth of the companies shares to keep the company alive (What Happened?). Apple needed to get back on track and develop a new product to restore life back in the corporation. Apple came out new processing software, Mac OS8, in order to compete with the changing market. This advertisement was dispersed and placed in several magazines that focused on a market segment. Print advertisement has a comparative advantage over online advertising and is more trusted during this era. In 1997, a well-known UFO sighting occurred over Arizona. This phenomenon is known as the Phoenix Lights. Apple decided to launch an advertising campaign that used an UFO space shit as the corner store for the advertisement. They used the tag line, An operating system so advanced it could only come from Apple (or did it?). During this time, many people were talking about the UFO sightings. Apple was trying to say that there new operating system is so advanced it might be from out of this world. People adapt better to advertisements when they are relevant to news or someone s interest. This advertisement demonstrates the cognitive theory. It displaces values, beliefs and experiences the consumer may have encountered or believed in. Also in the advertisement, the elaboration likelihood model is used. The central route to persuasion is used because there is a focused central message, to purchase the Apple Mac OS8 processing software. It discusses the features of the new software and how it will work with your old computer. They close the advertisement by stating, Intelligent life is out there and Mac OS 8 OS is proof. This was newest processing software available in Current Advertisements Advertising often accompanies new products, and Apple s ipad 2 is no exception. In this YouTube video, Apple is targeting the adult audience more than anything. It goes through several features adults may use more than younger people, such as a brain scan image, investment monitoring and home movies. The overall theme of this is that you can do anything you normally would on a regular laptop, but this is literally at your fingertips. This is a digital interactive ad put out through the Internet, specifically YouTube. Verbally, they are telling

4 us that they incorporated their beliefs into this product, such as making it thinner, faster and lighter. Nonverbally, they are telling us that the ipad 2 is a user-friendly device that is easy to maneuver. It is able to provide joy and help us in our everyday business life. They utilize Aristotle s theory of logos, where the logical choice is the best choice. This advertisement shows that the ipad 2 is an easy-to-use portable touch pad that makes life easier for us. It is only logical to purchase one. It also takes the central route of persuasion. As mentioned, it shows how the product works and what it can do. The more they pay attention, the more they will learn about the ipad 2. Another current advertisement focuses on the ipod Touch. The ad shows how fun they can be by playing games on it for the entire duration. It does not have any verbal communication; rather, it plays a fun tune in the background to show how enjoyable they are. The power idea behind the message is that the new ipod Touch is a fun device that you can play games on, even against your friends. They are putting this advertisement out there through the digital interactive media class, utilizing the Internet and YouTube. If we were to consider the song a verbal message, it is easy to recognize that the product is going to be a device that you can have a lot of fun on. Nonverbally, they are telling the audience that it s something you can have fun with and aren t a total nerd. After all, you are able to get your friends involved with you. In this ad, Apple uses Aristotle s theory of pathos, being emotionally effective. This ad appeals to consumers by showing how fun the ipod Touch can be. This fun makes people happy, thus making it emotionally effective. It also goes the central route of persuasion. It shows the product in action and makes it fun and appealing to its target audience. By doing this, the consumers will think about how much fun it would be to own this product and go buy one for themselves. The ipad 2 commercial can be found at watch?v=b2llsrlkr3c. The ipod Touch commercial can be found at Product Website

5 On Apple s website, it is easy to believe why they are such a successful corporation. The companies website has clear message that is easy to find what you are looking for. There are product showcases on the main site to show the consumers what new products Apple is coming out with and that they plan to release in the future. On the top of the website there a effective toolbar to navigate through all the products whether it s a computer or your cell phone you will find what you are looking for. There is also a support section for any problems you may have with you Apple product. It is very detailed and is ranked better than PC in customer service ranking. If you can t find what you are looking for in the support section, they give you a variety of numbers and in store locations you can reach to fix the products problems. Apple has a relationship with their customers and they want them to be happy with the product (Stone). Apple will go great lengths to ensure the product you purchases meets your standards. There is also company news, jobs opportunities, and media information that can easily be accessed from the home page. In our opinion, this website is not lacking any information. The website is well maintained and updates daily. You can see videos and testimony from members of the management team. It puts a good face to the company. Apple is a socially responsible company that gives back to the community when needed. In efforts to help Japan, Apple has launched a campaign to raise money for the victims who were affected by the earthquakes. By purchasing a CD, the money will be donated. Apple donates millions of dollars every year to places that need the support. They are a socially responsible company. Creative Brief For our future advertisement, the ultimate goal we have is that consumers will purchase the MacBook Pro. This advertisement will be geared toward college students. There will be emotional appeals to target the social needs of students, and it will also have rational appeals to explain why it is the best for them. Currently, students feel MacBooks have some benefits, but the cost is too much for them. We want them to think MacBooks are more than just a computer.

6 They will last them a very long time and with Apple s great customer service, it will be your best friend through college. They should believe this because Apple computers are very reliable. Our message will be that MacBook computers are the best computers a student could purchase when going to college. It will do everything you need with little to no problems. They also have the appeal of rarely encountering viruses, unlike PCs. Conclusion Apple has been around for over 35 years and is now one of the biggest names in the computer industry. It has produced some of the most innovative and effective advertisements in recent memory, and in return, have garnered a cult-like following. Apple s effective use to communicate with their audience directly in advertisements creates a really personable feel that consumers relate to and respond to positively. In today s digital age, there are new products put out almost daily. It s no surprise that Apple seems to be leading by example.