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Friday, June 7, 2013
Production elements - Point of view
Even though I don't have any Apple product, I'm a fan of Apple advertisements because of the consistency, simplicity of the communication message and execution with the corresponding product brand positioning. The newest iPhone 5 TV Ad - Photo everyday is one of the examples.
Throughout the TV ad, I can see the world through the eyes of "third persons" who are iPhone 5 users. Apple's agency, TBWA, uses "third person's point of view" to tell the story of a skateboarder capturing his peer's jump, a jogger taking photo of a beautiful scenery, an audience snapping at a concert, and so on. I've done the same things (with my Nexus instead of iPhone) as they do. I find myself in their stories. The ad doesn't focus on apps, playing games, but rather the philosophy that got Apple the first place into smartphone market, experience, in this case, from camera. It's very simple and subtly emotional. It sticks to Apple aesthetics, revolutionary and simplicity.
I agree that the third person perspective works well for this ad. Like you stated it does not attempt to show off any apps or other gimmicky features. I'm an android user but my friends who use the iphone are always commenting on the phones camera. The scenarios the the spot shows are real and very common situations.
The sound bite at the end of the clip claims that “more photos are taken with the Iphone than any other cameras.” Apple is known for its’ innovation and that is how it has been a leader in the industry. The video clip exclusively focuses on one of the important features of Iphone, i.e. the camera and its’ simple ways to capture the videos and pictures. Unique features such as camera and the simplicity of it has appealed the audiences.
I am a fan of Apple products and agree that their simplified, subtly emotional tone works for them. I look at T-Mobile for my blog post and their style of advertising was a lot more direct and almost harsh, while Apple uses emotion and imagery to capture attention. In my opinion, I like Apple's approach a lot better and felt the commercial was appealing to audience!
The ad is really interesting to me in that the commercial is documenting individuals documenting their lives. I think it really plays well into the point of view element in the commercial. For the audience is viewing the commercial in a third person way but at the same time it also makes you think about a first person view in that the commercial viewers can relate to the individuals taking pictures of their personal experiences. It is a pretty common understanding in today's world of wanting to share our personal lives and interpretations via our smartphones.
Personally, I have a design crush on Apple's marketing. Everything they make is clean and simple. There is no fuss and the viewer can see what's most important. There design is thoughtful and therefore there is no need to show apps or features in every commercial because their communication strategy excels at creating an atmosphere. They have pioneered true brand development. This commercial makes an emotional connection with viewers because it's not about the phone, it's about how the phone captures and enhances life. And best of all, it does it without being intrusive or clunky. This commercial portrayed this message perfectly.
I agree that the third person perspective works well for this ad. Like you stated it does not attempt to show off any apps or other gimmicky features. I'm an android user but my friends who use the iphone are always commenting on the phones camera. The scenarios the the spot shows are real and very common situations.
ReplyDeleteThe sound bite at the end of the clip claims that “more photos are taken with the Iphone than any other cameras.” Apple is known for its’ innovation and that is how it has been a leader in the industry. The video clip exclusively focuses on one of the important features of Iphone, i.e. the camera and its’ simple ways to capture the videos and pictures. Unique features such as camera and the simplicity of it has appealed the audiences.
ReplyDeleteI am a fan of Apple products and agree that their simplified, subtly emotional tone works for them. I look at T-Mobile for my blog post and their style of advertising was a lot more direct and almost harsh, while Apple uses emotion and imagery to capture attention. In my opinion, I like Apple's approach a lot better and felt the commercial was appealing to audience!
ReplyDeleteThe ad is really interesting to me in that the commercial is documenting individuals documenting their lives. I think it really plays well into the point of view element in the commercial. For the audience is viewing the commercial in a third person way but at the same time it also makes you think about a first person view in that the commercial viewers can relate to the individuals taking pictures of their personal experiences. It is a pretty common understanding in today's world of wanting to share our personal lives and interpretations via our smartphones.
ReplyDeletePersonally, I have a design crush on Apple's marketing. Everything they make is clean and simple. There is no fuss and the viewer can see what's most important. There design is thoughtful and therefore there is no need to show apps or features in every commercial because their communication strategy excels at creating an atmosphere. They have pioneered true brand development. This commercial makes an emotional connection with viewers because it's not about the phone, it's about how the phone captures and enhances life. And best of all, it does it without being intrusive or clunky. This commercial portrayed this message perfectly.
ReplyDelete