Assignment- Choose an existing branded product you use every day. Research how the branded product is advertised, and identify and describe the current campaign to advertise it. Remember to write about the aims of the campaign, the mediums employed and the target audience.
https://www.youtube.com/watch?v=FXuO2vik7Mk
My branded product - my iPhone 8.
This everyday product is aimed at people who want the best out of a phone. iPhone 8 came out in late 2017 - alongside the iPhone X.
The commercial promotes the new glass design of the phone, its wireless charging capabilities as well as Portrait Mode capabilities and water resistance.
Soundtrack- https://www.youtube.com/watch?v=CbBlAay3E6Q
The music is a soundtrack called "Area" by MagnusTheMagnus and is an uplifting and dramatic approach to promoting the new iPhone. The cinematic scrolling across the phones body shows the new shiny finish and brand new color (Gold) for this years iPhone 8 and iPhone 8 Plus by Apple.
As usual, the Apple campaign is all about having the best, most high-end recognizable products - the use of dramatic music and shiny, futuristic hardware and software make people want to make the switch from either a previous model of iPhone or an Android/Fire Phone to the iPhone - the idea Apple promotes is that the iPhone is the best smartphone and you are "cooler" if you own one; this ideology works, especially within the younger/teen audience.
Examples of other products Apple uses this technique on are Macintosh computers and iPads, HomePod, Apple Watches, AirPods as well as the overall Apple logo being an eye-catching, recognizable branding technique and a trendy thing that most people want.
Some audio-visual (AV) examples of these campaigns are;
MacBook Pro
https://www.youtube.com/watch?v=1yVF-N__JKk
iPad Pro
https://www.youtube.com/watch?v=LDeRyyDrS40
The similarities between the iPad and Mac ads are that they both share the similar theme of people respecting Apple and it being a respectable product to own as well as an easy-to-use for all the family experience.
All in all, the Apple way of promoting their products works to their advantage as people generally feel the way Apple want them to feel about there products and each year, whenever a new iPhone is release, the method is used well - Apple iPhone is now the most successful product of all time.
This iPhone commercial was an animation with the use of expensive CGI's to make the product look real - produced in Apple Park, Cupertino, California by Apple Computers Inc.
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