This TV advertisement was recently released by Apple to promote their latest version of the iPad, which features Retina display, 5MP iSight camera, and 4G LTE. The clip features 2 young girls, scenes from the movie, Up, a flower, text from a children’s book, and a painting. Along with background music, these images are used to illustrate the adjectives the narrator uses to describe the iPad: stunning, brilliant, new, vibrant. The purpose of the advertisement is to convince their audience that the improvements made to this new iPad make it worth $500. The images shown indicate that the targeted audience consists of children and their parents: Up and the text appeal to children, and the images of happy, smiling, learning children appeal to parents who want their children to be happy, smiling, and learning. The tone of the background music and of the narrator serves as another rhetorical device intended to appeal to children and their parents; the tone is soft, gentle, and simplistic. The progression of dark to light images symbolizes the learning that the iPad brings to children, while also reflecting the context of the advertisement: spring is approaching, so Apple used scenes of butterflies, flowers, and bright green grass backgrounds to illustrate the positive diction. While I agree that this iPad is very high-tech and innovative, I do not see why parents would spend $500 on a slim piece of technology for their children to finger print and potentially break, especially if they already bought an earlier version of the iPad. For this reason, (even though I would not mind having one myself) I do not think Apple achieved its purpose.
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