Iphone 5c analysis

Media language- The sophisticated vocabulary used makes it obvious that the Iphone 5c is a luxury. At the beginning of the video the words used to describe the phone are 'simple, essential and capable'. This immediately appeals to the audience as it a carefully designed phone which appeals to everyone as it is made to look easy to use. The word 'essential' makes it seem as though the phone is a must have and encourages the audience to want and buy it. In addition, 'capable' seems as though the phone itself is capable of doing anything, making it stand out and differentiate from rival phone company's and make it look as though this Iphone is the best one yet. Overall, throughout the video the language used makes the phone even more desirable to the audience, again encouraging them to buy it. Another key word used is 'quality', which they ensure all their Apple products have.

Ideology- The ideology behind the Iphone 5c promotional video is to make it seem more desirable than it actually is. The design of the phone is focused on throughout the video and close-up shots are continuously used of the phone and all the different angles to it. This is to engage the audience more in to the product and portray an image that it is a simple, beautiful design and it is easy to use with no complications. Essentially, this is what any consumer of a phone is looking for, therefore Apple have purposely presented the phone in this way. Apple have also used plastic instead of glass for the first time in their Iphone, they want consumers to feel the quality of the product and make it more durable as it is less likely to break. Apple also make sure they portray an image that although the Iphone 5c is plastic and cheaper, the quality is no less than any other Apple product.

Genre- This advert is persuasive and informative. The purpose is to make consumers aware that the latest Iphone has been released and states why people should have it. The key conventions that make it obvious that the advert has been released to persuade is mainly the language used. It also shows people actually using the phone and presents the product in a positive light as they look quite happy and pleased with it, therefore consumers of the Iphone would be also.

Representation- The Iphone 5c has a modern representation. We can tell by the range of bright colours the phone is available in. It is giving a message that the new Iphone is fun and quirky. The range of coloured cases also show that Apple are not afraid to be different and try something new. The continuous white background that all Apple products use presents iconography that it is simple, clean and modern. The close-up shots of the phone really give the audience an insight of the product itself, it is presented as a carefully designed phone which is appealing to everyone. To continue, the fact that the first speaker is British, represents class. The second one is American who explains more about the technological side and functions of the phone. This presents an idea that the Iphone is worldwide and aimed at everyone, not only the UK.

Audience- The Iphone 5c is clearly aimed at an AB audience according to the social demographics. It is mainly targeted at a Chinese market as they love their bright colours and enjoy the latest technology/features and are always on trend. However, it is also targeted at people worldwide. Anyone who enjoys a luxury lifestyle, bright colours, fashion and is a trend setter would love the Iphone 5c.

Institution- Apple always without fail aim produce and offer quality products with an experience. They target a world wide audience and try to make their Iphones appeal to everyone. The Iphone 5c was released in September 2013, therefore they aim to incorporate the new Iphone into a modern society and meet current expectations and needs of a phone. This has been done in a several ways including; the design, colours, shape, materials used, functions, features and price etc.

Narrative- This promotional advert shows the Iphone 5c being used in a number of ways. Firstly, it begins with the phone itself on a plain white background, immediately creating awareness of the beauty and design of the product. It then shows the range of different colours soon later, showing what Apple have to offer. Furthermore, it continues to present the Iphone in the the manufacturing process. The intention of this is to emphasise the bespoke product and the quality of the design and materials. It also enhances the fact that the Iphone has been carefully constructed, showing that Apple take pride in their products. The manufacturing process allows the audience to engage in the product being created and almost makes it tangible, due to the vocabulary used. The video then goes on to people actually using the phone; by playing games, using facetime, new features, the 8 megapixel camera etc. The whole purpose and intention of this video is to engage the audience more than anything, and make them feel a part of the new, exciting experience.