“There’s a great, big, beautiful tomorrow. Shining at the end of every day. There’s a great, big, beautiful tomorrow. And tomorrow’s just a dream away”
~ Walt Disney Carousel of Progress.
We are constantly impacted by the technology around us. Whether this is good or bad is debatable. Some people say that technology is amazing as it makes our lives easier and we can have time to do more enjoyable activities. Yet at the same time, there are arguments that technology is taking over our lives and we are constantly connected. We are connected to our phones, laptops, TV’s, and keeping up with all the social media outlets. I feel like this is a problem that is influencing my generation and those to follow. As I’ve grown up, everyone around me is constantly wanting the newest gadget whether that be the MacBook, the iPhone X, or the new Apple watch. We are “told” that these new gadgets will make our lives SO much better and we need to get them as soon as possible.
There’s a small problem now… We are TOO reliable on technology.
Everywhere I go, I see someone with either the new phone or apple watch! When I was growing up, I never had this extreme level of accessibility to technology. My brother and I had a PS2, but we were limited in the time we were allowed on. When my brother and I were growing up, we spent almost all of our time outside, creating new games to play, and embracing our creativity. As I’ve grown older, I’ve met people who were constantly buying the newest Apple product or gaming system. I’ve been making more and more connections that the people I see who always need this upgrade are heavily dependent on it in their lives. I recently just upgraded my phone from an iPhone 4 to an iPhone 6 and that was only because someone felt bad for me for being so behind!
Whenever someone I know has the mindset of “Oh, I have to have this new iPhone X” they are like a kid waiting to open their present on Christmas. They are so excited and they are showing all of their friends and telling them how much better the iPhone X is, even if it has one or two new availabilities on it. So for those who are like me and are trying to understand why your friends are so reliant on technology, we’re going to look at two different Apple product ads. The first is the first iPhone advertisement to come out in 2007 and the second advertisement is trying to promote their newest iPhone series 4 watch. As they are both Apple products, they are pretty similar and they are trying to influence people to buy their newest product. Through looking at these two Apple advertisements, we will be able to understand which one is more effective and what made our peers have the mindset of needing the newest invention.
Here are the 2 advertisements:
First Apple iPhone
The Newest Apple Watch Series 4
We’ll compare these two ads by looking at their audio first. In the first iPhone ad, there was no music. There were different clips from movies of people saying the famous word, “hello.” The reason they decided to say “hello” was that the first thing the buyer sees when turning on the iPhones is the word “hello.” In the Apple Watch video, the music starts off very calm and serious and begins to build into this upbeat rhythm. While this music is going, there is a very calm male voice giving information about the product and what it has to offer. I find it very interesting how this video grabs your attention by having this upbeat rhythm, while a man calmly talks. This video ends with saying, “Apple Watch Series 4 is a device so powerful, so personal, so liberating, it can change the way you live each day.” Obviously, with a statement like this, the audience is going to be more prone to buy it. I think the reason this statement is so effective is that everyone wants a device that is personalized for them. It makes them feel special and gives them this sense of confidence. Everyone pays attention to what they here and it influences them most of the time without them evening knowing. In the first iPhone ad, it doesn’t say much and this may be saying that the iPhone speaks for itself. They do not have to do a lot of talking because they know that everyone will love the product and the popularity will cause everyone to want to buy it. On the other hand, the Apple Watch is just a remodel of the original and therefore in order to capture the audience’s attention, they have to tell about all of its new features.
The second criteria I want to compare is the information given by each ad. The iPhone video gives absolutely no information at all. It shows the phone is different and smaller, but it does not rely on providing information to capture the audience’s attention. The way they try to capture the audience’s attention is what I will discuss next. Unlike the iPhone ad, the Apple watch was extremely informative. The whole video was about informing the audience of why this new Apple Watch is so much better than the previous ones. The video talks about how they redesigned the watch to make it thinner with a larger screen. They also upgraded the way in which it takes your heart rate so that you can share it with your doctor. It also allows you to track your health and how far you’ve walked.
The last comparison I want to make is motive. Both videos want you to buy the new Apple product, but the mindset they have behind it is different. Back in 2007, this idea of a smartphone was completely new. Everyone was talking about it, and how it would make your life easier and that everyone needed to buy it as soon as it was released. As we see in the video, it plays OLD clips of people saying hello into OLD phones and that the iPhone was going to be this brand new invention. The way that this video tries to win the audience over is through showing them to get out of the past and walk into a brand new tomorrow. The Apple Watch, on the other hand, does not need to be promoted in this way. Seeing how much Apple has progressed over the past 11 years, we are not looking at a new invention, but improvements on the original ideas. The motive of this video is trying to get you to improve yourself. It makes you feel that if you get this new watch, that your life will be healthier and more convenient.
I think that the Apple Watch Series 4 does a much better job at trying to convince it’s audience to buy the product. This advertisement was informative and it isn’t trying to get you to buy something new, but simply improved. By looking at the first iPhone commercial, I can see why it encourages people to constantly upgrade. It is trying to convince its audience to get away with the old and embrace the new. Once this mindset is in place, it is not as difficult to get them to constantly upgrade and buy the newest gadget they come out with. I also think that the Apple Watch Series 4 ad does a better job convincing those like me, who do not care about keeping up with all of the new gadgets, more prone to buying it. As I was watching the video, I even kept thinking, “Oh this would be kind of nice to have. I could track all of these different things, and I would not have to carry around my phone.” Slowly, this video was making me feel like I needed to have this product. After seeing this advertisement, it made it easier for me to see how others fall into the trap of having to constantly buy the newest Apple product. But what makes us so attracted to technology and what it can do? I think that especially in today’s age, we are constantly looking for ways to make our lives easier. As humans, we love new things that make our jobs quicker and easier so that we can have more time to relax and enjoy our personal lives. I believe that if we become involved in this kind of thinking we are going to continue spiraling down until we hit this point where we are completely reliant on technology to do everything for us. We do not have to constantly be connected to our phones or a screen to be happy. We receive greater satisfaction from doing the job on our own and not taking shortcuts. Looking at the end product and saying, “I did that all on my own.”