Research Blog

 Research: 

My group is doing our commercial on Airpod Pros. Typically in apple commercials there is one main character using the specific apple product.

  • Music is used in almost every apple advertisement and comes from the apple music app (usually upbeat incidental music).

  • There is no specific dress code, the actors wear trendy or just their normal style clothing.

Apple commercials use most of the same types of cuts.

  • Jump cuts along with upbeat music are used to create an exciting mood and get the audience pumped up.

Apple commercials also use most of the same shots.

  • Tracking shots are used and follow the main actor to show the action they can do with the product. For example: jumping, dancing.

  • Close up shots are used either when the actor puts the airpods in his ears or takes them out.

Conventions and Codes

  • Some conventions and codes that Apple uses includes ending the commercial with the Apple logo and the apple product name that was advertised. 

  • Another one is the main actor is typically dancing since they are most of the time listening to music.

  • Typically while listening to music they are walking in a crowd or taking part in many actions.

  • The apple product is also always in the frame and is usually paired with another apple product, for example an iPhone or a MacBook.

Use of Rhetorical Devices

  • Apple uses pathos in their commercials, typically positive not negative, meaning they want to make you feel happy if you have an apple product.

  • They also use logic or logos to show that their products actually work, for example showing that the airpod pro’s are noise canceling by muffling background noise.

  • Sometimes they also use logos in statistics form.

  • They use ethos when they have genius guest stars explaining the products and how they work.

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