Pascale's Body Paragraphs

“Designed by Apple in California” is a slow-paced, black and white ad that connects to the creators of Apple as an audience on an intellectual level. In other words, people who are interested in technology would be the targeted audience for this ad because it draws them to become fascinated with the great products Apple creates. With the use of words and graphics working together, this ad conveyed particularly to that kind of audience because the purpose of the ad to show how Apple builders put the company’s products together. With this in mind, it’ll inspire this particular audience to invest and support Apple as a company. For instance, the black balls interact with the words; particularly when an emotional word is emphasized, they both work together to convey a certain emotion to the viewer of this ad. One example of that is this line from the ad reads, “We started to confuse convenience / with joy,” ; and the black balls surrounded the phrase with the word, “convenience” in a circle and later the balls moved close to each other and bounce up and down when the word, “joy” appeared on the screen. Another example is with the word, “connection”. Two balls were separated, and then a line grew between two of them to show emphasis on that word. In addition to the visual graphics, the ad mentions the targeted audience directly with the words, “We’re engineers and artists. Craftsmen and inventors. We sign our work.”. These words can connect to technology-inspired people in order to make them think about their potential of working with Apple in the future

I thought “Designed by Apple in California” was interesting in terms of graphics and special effects; however, that was the only thing that truly appealed to me. The words didn’t say much to me as a potential customer. Instead, I thought of the words in the ad make Apple as a conceited company because of the constant references to the company and strong emphasis on “we” throughout the advertisement as opposed to mentioning the customers’ matters. Even the blog, “What’s Up With the New Apple Ads?” best described this particular ad with this line, “It’s all about them – we we we . . . And all this time we thought the customer meant everything.”. Even though this ad shows the purpose of the builders helping its customers, there isn’t much emphasis on the customers. Therefore, it defeats the meaning of what Apple as a company is about, which is taking care of the customers.