Advertisement in Media Production - Case Study Example

Essay, Visual Arts and Film Studies- Analysis of Advertisement In media production By definition media production refersto the professional creation of the right content that targets a specific or a varied audience for a certain purpose. Media production comprises of all full time, and the freelance workers dominating the field of communication, entertainment and or information that is in a position to reach a wide scope of people. The media production comes in many different types such as in print, video, TV, web and many other areas. On the other hand, Advertising is the paid communication that is designed in such a way that it communicates in a more creative way. It is purely a kind of a persuasive communication which will offer information about services, products and may be ideas as far as the objective of the advertiser is concerned. Though the advertisement will affect the audience differently, the main objective is to make the consumer exposed to the advert believe as the advertiser wishes. Advertising can be used by many people such as commercial firms, politicians, and other groups either to persuade people or sell ideas. This essay focuses on the advertisement as a specific area in the media production. Amongst many other areas, this essay tries to highlight the use of visual imagery, the advertisement message as well as the principles of design as depicted in an Apple’s Advert which went by the title "Change the World." The Apple Computer Inc television commercial,” Change the World.", become one of the most successful advert of the time and it is a pure work of the Chiat/Day firm.The rhetorical technique employed in this advert makes it unique and different from the many other existing advertisements. For an instance, a viewer used to the typical adverts will find it astonishing and confusing how this Apple adverts worked and yet it was a very quiet advert. This Apple advert does not even mention the product, and yet it superbly sold the computers to the esteemed customers. This advert was a special category of genre called the "brand advertising," This category works indirectly in an endeavor to create an image of a company and its associated products thereby making an identity that the potential customers can identify with. This advert despite being a modern one, it employed an ancient appeal that was referred by Aristotle as the ethos. This commercial adverts after opening to a black screen in a momentarily way, it initially shows a footage of the great physicist and a mathematician, Albert Einstein. Then an announcer says some heart-moving words. These descriptive words help create an image of the individuals being described in the advert. To simplify the work, the designer ensures that these words are short, brief and precise so as to make the audience irresistibly follow them one by one. This voice is the backed by a more quiet music is piano based. Afterwards, a flashing images of other great individuals in the history is seen on the screen. These images comprise of many figures which are not limited to Bob Dylan, Martin Luther King Jr and Mohammed Ali amongst others. After this flashing of great fellas, the last one to appear is a young girl who remains anonymous. After the appearance of the young girl, the commercial then fades to black with the phrase "Think different," Fainting into white. After a brief moment, Apple logo that is multi-coloured appears above the phrase, and the advert ends. In an attempt to analyze this advert, it is more obvious to observe that these individuals shown are great men of the twentieth century who fair in very distinct fields. For the lover of technology and its advancement in the twentieth century, these individuals remain inevitable, and their mention in the advert underlines their great achievement in making the twentieth century a success. It is worth noting that to a cynical observer, the mentioning of these individuals in the advert has no connection with the Apple computer and the associated products, more so because none of them is shown using the Apple computers not forgetting to mention that some of them had died before the founding of the Apple. The incorporation of these great individuals in this advert makes it command respect and brand recognition. The importance of this brand recognition has to do with making the consumers get induced to make the clear difference between the fairly homogeneous products that are presented by the competitors. Practically, it’s inevitable to conclude that this advert is an example of brand advertising campaign (Laird, 2001). As the use of imagery help in generating a positive ethos- because viewers end up associating the great men presented and their greatness with Apple, there is also a perfect association especially when the consumer is convinced that they can possess a sense of greatness when he or she purchases an Apple Macintosh computer and the associated products. To elaborate this message, the use of the voiceover does it well. For instance, in this words from the voice heard "the crazy ones; the misfits," because they are the ones that "push the human race forward." Imply that the best and most memorable changes in the society that tend to move the society forward are usually made by those commonly deemed as crazy and very different from the rest of the society members. On the other hand, the evident vocal-video synchronization makes the meaning be carried perfectly by the advert. As the words are spoken, the images flow on the screen and as a result the words end up carrying a stronger and effective message to the viewer or audience. As the voice mentions “crazy” Albert Einstein appears and as the voice says “misfit” Dylan appears on the screen as well. All the other mentioned heroes are well synchronized with the rest of the words up until the last phrase “ones who do” is perfectly synchronized with children. In this synchronization, there is the perfect individual’s appearance and the popular conceptions about each individual by the viewer. This principle of design employed by the creator of the advert helps him perfectly achieve his objective. This is because the consumers and the potential consumers ultimately end up associating with these great men and thus end up purchasing the Apple computers (Laird, 2001). Lastly, the designer of this advert, the Chiat/Day firm goes a notch higher and breaks the standard use of the grammar but for the better. The uses of the phrase “think different." basically intendeds to make the audience viewing this ad to take different as an adjective or as a noun that comprises a bit of abstract nature of deviation from the obvious adverts and a closer nature of similar commercials in the market. The other interpretation can also be assumed to mean that the target audience should think differently and as a result get to understand the benefits of using the Apple products in the market (Laird, 2001). In conclusion, the Apple television advert that is called “Change the World," is furnished with good rhetorical techniques in an endeavor to convey a strong and powerful message to the audience, -both esteemed and the potential customers. This message perfectly succeeded in the inducement of the viewers into purchasing the Apple Macintosh computers. When the designer of the advert- the Chiat/Day firm appeals to the viewer for the flashed great men in history he creates an ethos that consequently creates a positive brand recognition for the Apples products. This advert majorly targeted all potential and esteemed consumers of the Apple computers irrespective of their geographical and demographical orientation. The advert was a success as this lead to increase sales of the Apple products in the world and more specifically in the US. It also led to the good differentiation of the Apple products from other similar products from their competitors. References Laird, P. W., 2001, Advertising progress: American business and the rise of consumer marketing , Johns Hopkins University Press, . Read More