Analysis Of Taylor Vs. Treadmill

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“Taylor vs. Treadmill” was an advertisement developed by Apple to promote its new music feature called Apple Music. The advertisement was released by the company in April 2016. The advertisement features star singer Taylor Swift getting ready to run on the treadmill while listening to Apple Music. As Taylor Swift begins to run, she also begins to sing and dance obnoxiously to “Jumpman” by Drake. As she continues to run she becomes distracted by the song being played and her singing. Swift then falls on her face and off the treadmill, while she continues to listen to the song and continues to sing. Apple Music then gives the information about the new product they are offering, which includes a free three-month subscription to their downloadable music. Apple Music uses linguistic techniques in its advertisement to try to persuade the audience to subscribe to their new feature.
Apple Music used linguistic techniques such as incongruity and humor to
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Taylor Swift runs while she sings obnoxiously and dances to “Jumpman” being played through Apple Music. The audience is obligated to watch the advertisement because a celebrity like Taylor Swift singing poorly, dancing, and trying to run on a treadmill is comical. Taylor Swift singing rap music instead of her usual genre of country and pop makes the audience want to watch because they have never seen her sing that genre. Taylor Swifts’ dance moves are also poor and funny to watch because she looks uncoordinated while trying to do so. This is entertaining to the audience watching because it is a prestigious celebrity making a fool of herself. Taylor Swift then falls off the treadmill and after a couple of seconds she begins to sing again to “Jumpman.” Apple then ends the commercial by saying Apple Music “Distractingly Good” which is an example of using humor to distract the audience from rationally evaluating the advertising

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