Ghrae Dolan
7-20-13
Option 2
iPhone 5
Pitch
Product Intro
The iPhone 5 is the sixth and most recent installment of Apple’s iPhone product
line (List of IOS Devices). Each reiteration of the iPhone is designed to please Apple’s
loyal, yet demanding customers who yearn for the newest piece of Apple technology with
the new bells and whistles it contains. The Apple iPhone line has many positives
including the top-of-the-line touch screen, the best operating system, and the incredible
ease of use. On the other hand, the only negative with the product itself is its massive
price tag each year. Reviewing Apple’s previous campaign strategies and the target
audience will allow me to create the appropriate, new ad campaign for the iPhone 5.
Previous Strategies
In 1984 Apple aired their commercial to announce their new Macintosh computer
(Apple Macintosh Ad - Aired during the SuperBowl 1984). This commercial used pathos by
making everything Apple was “changing” a very bland grey color. The color enters the
commercial with a young, attractive woman fighting the monotony in the commercial. This draw
the eye to the bright color on her and causes the customer to want the product that brings that
happiness. In addition, the Apple iPhone has used both ethos and pathos in conjunction
with logos in several commercials on YouTube alone. For example the “Official iPhone 5
Commercial HD” on YouTube encompasses all of them in one extended commercial (Official
IPhone 5 Commercial HD).
Audience
My campaign audience will be the young family. I chose this audience to
capitalize on the warm fuzzy feeling with pathos. The audience here supplies the cultural
assumption which is family can’t be together all the time and still want to stay in touch.
This demographic is a very easily affected by pathos. Using this as my rhetorical strategy
will not only make the family consider purchasing the iPhone 5, but it will also play into
the happiness aspect of the family the most. If the family isn’t able to see each other all
the time, then they aren’t happy, and with the iPhone 5 they are able to see each other
whenever they desire to.
Script
The commercial opens with a young woman around 26 years old getting dressed
early in the morning in early December. There are a couple inches of snow on the ground
as she opens the door to reveal her husband and 12 month old daughter who is still
sleeping in her father’s arms. The mother kisses the daughter then the husband and picks
up her luggage heading to the cab that is waiting out front. When she closes the cab door
she looks back once more to wave to her family.
The screen then cuts to the woman in her hotel room obviously run down by a
long day of work. The woman’s phone then rings with the ever popular iPhone marimba
tone. When she picks it up she can see both her girl and her husband on a Face-Time call
where the little girl says her “Love you” in her baby accent.
The man gasps and exclaims “Yay!” on the other end while I little tear wells up in
the woman’s eye. The woman is seen smiling at the phone, when the slogan comes up
saying “iPhone. Bringing you those who matter most when it matters most”
Explanation
My ad campaign will be targeting the assumptions that young families, more than
anyone else, desire to keep in touch at all times. This method is effective because young
families have more to worry about with work and very young children.
The visuals I'm using include the business woman leaving, the baby on the face-time, and
the simple family plan advertisement. These work to capture my target audience because they
show a common family with a common business trip problem with not being able to keep in
touch. The baby on the face-time not only shows a key iPhone function, it shows that your young
baby is only a call away.
This campaign is the best option because it uses a threat to happiness and guilt to convey
the need for the iPhone. The woman leaving her child for business conveys relatable guilt to
those who can’t be with their baby at all times which is also the threat to happiness.
Works Cited
"List of IOS Devices." Wikipedia. Wikimedia Foundation, 17 July 2013. Web. 20 July 2013.
<https://en.wikipedia.org/wiki/List_of_iOS_devices>.
"Official IPhone 5 Commercial HD." YouTube. YouTube, 12 Sept. 2012. Web. 20 July 2013.
<http://www.youtube.com/watch?v=TLCvajE7sgM>.
"Apple Macintosh Ad - Aired during the SuperBowl 1984." YouTube. YouTube, 09 Nov. 2009.
Web. 23 July 2013. <http://www.youtube.com/watch?v=8UZV7PDt8Lw>.