The All New iPhone X
- Sep 22, 2017
- 2 min read
The advertisement that I chose to study for this week’s Wix post is the Apple commercial for the new “iPhone X”. Apple always releases visually pleasing advertisements with their new products, and this one was no different. The catchy music, bold titles, and bright colors rope all kinds of perspective buyers into purchasing their newest release. Since it is a commercial, the company really uses digital capabilities to their advantage in attracting customers; this commercial is visually appealing with the traditional white background, sharp outlines, and bright images to showcase the latest improvements in picture capabilities.
The purpose of this commercial is obviously to attract viewers towards the new Apple products. They want their products to be successful and of course they want to sell a high quantity of the phones while they are still at their highest prices (right at the release). The enticing images and the allure of the newest capabilities make people desperate to have the latest and the greatest, thus spiking the rates of the sales which makes Apple more money.
The company most likely applies a mixture of ethos and pathos in persuading people to buy their product. Ethos comes into play when they highlight the capabilities of the new “iPhone X”; they list bolded words like, “durable glass”, “What home button?”, and “Augmented reality” in the commercial which are all factual capabilities that the newest iPhone has that previous models do not possess. Pathos applies to the commercial by showing features that make the iPhone the best by simplifying tasks some people might have found tedious or inconvenient.
These elements contribute to the persuasive nature of the commercial and act effectively in attracting its ever expanding group of customers.
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