And the greatest of these is love...I mean, pride

TV Advertisement
https://www.youtube.com/watch?v=U2MTLNfCZBQ

Author: Apple
Publishing Date: April 25, 2016
Located on YouTube

This is an iPhone 6s commercial, focusing on advertising the new fingerprint technology of the phone. In the beginning of the ad, the viewer is shown a zoomed up photo of a finger pushing onto glass to show the fingerprint it makes and a voiceover says, "This is a fingerprint, and with touch ID it does way more than unlock your phone." By starting out with saying this, it hooks the audience because they want to find out exactly what else the fingerprint can do on their new, or soon to be new, phone. The ad then takes the audience on a visual trip through an up close view of some of the cool tasks that your fingerprint can complete on the phone. After the audience sees a task completed on the phone, the camera cuts to a shot of the owner of the phone to show their excited expressions, hinting that this could be the audience too if they buy the phone. During the whole commercial, there is a lady's voiceover in the background describing each scene in a very laid back tone and directed right at the audience. I also noticed that the commercial moved very fast from scene to scene to show the audience as many things as possible that the phone could do within the 30sec limit for the commercial.

When looking at this commercial deeper, we can see that it demonstrates the deadly sin of "sloth" and a little bit of "greed". "Sloth" is the sin more easily pulled from this ad because it is literally persuading people to become more lazy. This new technology can "Pay for stuff," "Unlock stuff for you," "Signs documents for you," and it even "Starts your car."All of these chores are usually done by people on their own and not with the aid of a phone. Most of these tasks really are not that hard or take that much effort but humans are getting lazier and lazier as we progress into the future of technology. This ad is just depicting humans as beings who want a phone to do their every day simple tasks because they are just that lazy. Apple is showing this as a positive, new trend because they want to sell their product. They make the commercial colorful, simple, and easy to understand so that they can reach a broad range of audiences. The syntax was very short and to the point to make the phone seem simple to use as well. Their techniques have obviously worked because everywhere you look their is an iPhone in someone's hand. I also noticed that the actors in the commercial are from many different races and both genders. This was done to make the phone seem more of a universal tool because all races and genders can and should use it. There is also a hint of "greed" in this as well because the commercial is presenting a new technology that we as humans really do not need to live happy lives. We only want it to make our lives easier and less work but we still feel as though it is something we should have in our lives. Also there are millions of people in the world who do not even have enough money to have 3 meals a day and Americans and other wealthy people are worried about their phone having the latest technology gadgets. This is being greedy.

As I talked about above,  in terms of actors, the commercial is multiracial and contains both genders. I think this reflects who the intended audience is as well because the actors act as everyday people just like the audience is. So the audience is anyone who has enough money to own a television, but to be more specific, it is probably greatly aimed at middle aged adults to seniors who have to worry about many of the tasks depicted in the ad. Younger audiences would think that the new phone is cool but would not have much use for the fingerprint gadget. Adults and especially seniors would benefit from this the most because it is one tool to make their lives a little bit easier.