Mass communication has been a powerful force that has determined many social and political events. It includes various sources such as radio, television, newspapers, books, journals, magazines, and, more recently internet. The latter is believed to be increasingly pervasive and more influential than any previous media sources. Therefore, this essay attempts to discuss what impact the internet has on online audiences by analyzing how it can shape views, opinions and values, and who is the most susceptible to its influence, and why. For that purpose, the advertisement of the Apple iPhone 12 on the YouTube platform will be taken as an example (Apple, 2020).
iPhone 12 commercial is intended to affect customer behavior by addressing the most common demands of young smartphone users. Firstly, the major emphasis is made on entertainment, including fast internet, good camera with night vision, retina display to enjoy the visual content, and fastest chip for gamers. Secondly, the advertisers introduce functional advantages of their product which include the usage easiness, increased protection from physical damage, and water resistance.
Moreover, the video is recreating and formalizing certain behaviors as normal defining what average experiences should look like, and an average person should act daily. People may start thinking that any adventure should be accompanied by the smartphone, and that entertainment equals games, movies, and listening to music. That probably is not intentional, though, but it certainly may influence people due to the brand’s association with prestige and successful life. Therefore, people may look to correspond to the beautiful picture because their favorite company communicates that.
Apple’s commercial is primarily aimed at young people as most of the actors in the video are of that age. Moreover, the information is provided mostly through visual means almost without text, and the speech of frames is very high, which would make the older generations struggle to perceive the content. Contrary, younger generations are comfortable with such a style of message delivery.
Overall, the current essay discusses how the iPhone advertisement persuades customers to purchase their product by successfully addressing their demands. Moreover, it is argued that such an advertisement might also shape the values and opinions of the viewers due to brands’ association with good and prestigious life. Finally, it is found that the commercial primarily aims at young people and uses special effects that older generations would not comfortably perceive.
Reference
Apple. (2020). Meet iPhone 12 — Apple [Video]. YouTube. Web.