Description of the Ad
The iPad Air Pencil television commercial of 2013 is one of the most successful television commercials of the recent time. The commercial starts with soft music on the background, then a male voice makes this statement, “It is an extremely simple tool, but also extremely powerful” (iPad Air Pencil par. 1).
This statement creates a desire for the listener to know more about this powerful but simple tool. It is clear from the ad that the iPad Air Pencil can be used in various contexts. The powerful voice finally ends the commercial by this statement, “Introducing the thinner lighter more powerful iPad Air” (iPad Air Pencil par. 1). There is no doubt that the ad creates the desire not only to see but also own this powerful tool that can be used for various activities.
Age, Race, Sex, and Social Class of the Characters
The commercial targets people across all the races and sexes. The iPad is presented as a tool for both men and women of any race. The commercial does not discriminate based on age, but it is evident that it is a tool that should be used by adults based on the characters used. The advert is very clear on the social class that is targeted. The tool targets the middle and upper-class members of society.
What They Are Selling
This television commercial is selling the iPad Air Pencil, an ultra-thin, light but powerful tool that can be used in various contexts. The commercial seeks to convince the viewers that this is a superior product in the market.
The Target of the Ad
Based on the characters used and the message that it presents to the viewers, this commercial majorly targets students in institutions of higher learning. They have been featured prominently in this commercial. The scientists and other professionals have also been featured in this ad, making them another important target group for this commercial. As mentioned above, the social class targeted by this commercial is the middle and upper-class members of the society. This is seen like the commercial, especially the environment within which the video was shot.
Effectiveness of the Ad 30 Years Ago
The relevance of this television commercial 30 years ago can be viewed from several perspectives. This ad would not have been effective 30 years ago because the iPad was not an existing product by this time. The commercial is specifically meant for this product, and given that it did not exist, the ad would have been irrelevant.
Thirty years ago, the world was not technologically advanced as it is today. Such a tool may not have made much sense as it is now. This further demonstrates the irrelevance of this ad during this period. However, the ad would have been effective if it is modified to fit into the context of this time (Segall 23).
Culture and Demographic Composition of Society
The ad demonstrates that our culture has changed, and we largely rely on technology. It also shows that people currently prefer small but very powerful tools that can be multipurpose. The demographic composition of the society reflected in this ad is basically on the social class. The need for the middle and upper-class members of the society to use technologically advanced tools influenced this television commercial.
Works Cited
iPad Air Pencil 2013. Web.
Segall, Ken. Insanely Simple: The Obsession That Drives Apple’s Success. London: Portfolio, 2013. Print.