Iphone 6s Advertisement Analysis

Advertisements in modern media strive towards not only selling a product, but making it emotionally appealing to the audience as a means to attach the product with desire. This longstanding tactic has been used by big companies, like Apple, to sell medicore products. Advertisement directors have taken notice that smartphones have created this utopia effect on millennials - creating a bubble of comfort in a portal metal box that tells them whatever they want, whenever they want. It creates a cave like effect, deceiving the users into depending on their phone to truly see reality. The advertisement for a smartphone like Apple’s iPhone 6s exudes to the security of ignorance. The main objective of the advert shows that the iPhone does not take the person out of the cave, but pushes them further in it. The advertisement uses the younger generation’s dependency on socializing digital to sell their product by using characters, cinematography, editing and binaries thoughtfully and subtly. …show more content…
The iPhone 6s shows an element of stationary change. The fast nature from scene to characters gave the impression of a connected society, that everyone is interconnected through the phone, which is the only constant in every scene. The characters change scenery from a club, at home, in a restaurant etc. However, their actions are all the same: dependency on the phone. It gives the audience the feeling that the environment moves around the phone; and with the rapid changing pace, it forces the viewer to try and keep up. With the use of editing and cinematography, the phone is displayed as the centre of attention at all times. The director of the commercial was very precise on the fast-paced nature of the advert. The shifting between frames - never lasting longer than a few seconds - gives the illusion that the environment is changing around the viewer without having to actually move - creating this stationary change