The Analysis Of The Apple’S Commercial
The multinational company, Apple Inc., has evidentially surpassed our expectations in becoming one of the most well-known technology companies that appeal to a variety of consumers, have a vast number of devices, and provide top notch, user-friendly features. Over the years, Apple has yet to dilute their ability to persuade consumers that Apple products are one of the leading options which provide consistent reliability and durability. As with any fresh, innovative idea, advertising can be a difficult trial when there is competition involved.
Needing to convince consumers that their product was distinctive, Apple creates the compelling commercial, “Think Different”; brilliantly evoking ethos and pathos with the effective use of influential authority figures, Apple’s appeal has proved to be effective. Apple uses an unusual slogan to catch viewer’s attention alongside the sole use of black and white color. The use of black and white maintains the focus on the characters and creates a tie into the uniformed idea displaying these people as change makers rather than emphasizing their importance in detail.
Typically, the word different tends to be associated with a negative notion. However, the producer of this commercial expertly changes that by uplifting well known people who changed history by choosing to think and act differently than society expected. Some of these examples were Martin Luther King, Jr., Mahatma Ghandi, Albert Einstein, and Martha Graham. Apple references Martin Luther King, Jr who is thought to be a rebel or troublemaker by stirring up conflict as he battles the civil rights movement with nonviolent approaches leaving the world a better place.
Albert Einstein’s influence changed the world with his genius ways of thinking differently which led him to develop advanced ideas in physics although he was initially called crazy and was thought to have a mental illness. Mahatma Ghandi’s impact on the world came about as he refused to follow the crowd and remained one of the most peaceful and gentle political and spiritual leaders during India’s independence movement. Martha Graham changed the idea of dancing as she pioneered unique techniques.
Each of these people have shaped the world with their altered ways of thinking which is exactly how Apple effectively evokes strong ethos with the comparison to relate the fact that their products are positively different. Ethos and pathos are further applied in the use of the music that is played along with the narrator’s powerful voice. As Steve Jobs narrates the script, he uses a harmonious yet confident tone. As he speaks throughout the commercial, he asserts enough of an authoritative emphasis to lead the viewers to believe that he is genuinely well-informed, yet the gentleness in the tone of his voice makes for easy listening and ignites a sense of trustworthiness.
Pathos is displayed through the light tempo and soft melody throughout the video which evoke a relaxing effect on the viewers allowing the viewer to become emotionally engaged enough to desire to hear the depth of the message. The final display of the young girl who has her eyes closed and then suddenly opens them is a captivating imagery that signifies any person who thinks they can change the world, has the ability to do so. After capturing the audience’s attention, Apple ends the commercial with a tune that would generally be heard at the opening of a movie indicating that this is just the beginning of much more to come in the future.
Several people are continually looking for ways to change or improve daily routines. This commercial implies Apple’s products have the ability to do just that. Taking a positive step forward or making a change by thinking outside the box are the ideas that Apple convey in this commercial. If you want to change the world, think differently. If consumers want to change their lives, buying an Apple product is a sure-fire way to ensure that happens. By providing examples of well-known influential people who made significant impacts in the world due to their altered ways of thinking, Apple shows us that it is not only acceptable to make bold, unorthodox choices, but it is positively life changing to do so.
This commercial persuades the viewers to think that Apple will positively change the world by generating advanced, quality products that meet the needs of consumers worldwide. It also proposes the idea that a risk has to be taken in order to bring about changes. The use of such highly recognized historical legends presents how that idea is positively effective by referencing people who were assumed to be crazy yet demonstrated the opposite. Using a soothing melody along with the firm, self-assured voice over by Steve Jobs, the commercial is powerfully convincing. Effectively using ethos, pathos, and honorable characters, Apple launches an appealing commercial with an influential, thought-provoking commercial.
