people all over the world using Apple products to stay connected while isolating in there homes. There’s imagery of people using iPads, telephones, computers, etc. to post videos, talk with loved ones, read stories, play music, exercise, take photography, create art, and capture moments to name a few. It’s very personal and relatable for all demographics currently. This ad is first aims to trigger social needs and love. Social connection has certainly changed in the wake of the pandemic and Apple uses this emotional commercial to show all the ways they can help consumers stay connected to those they love and care about. There is a clip in the ad of celebrity, Oprah Winfrey talking in her home to others through her Apple computer, she says, “The pandemic has the possibility of bringing us together in ways none of us would have been able to predict or expect.” The ad proves that although we may not to see each other in person, we still have the technology at our fingertips that are helping ease the struggles we’re facing not seeing our loved ones. The commercial then triggers self-actualization needs and esteem needs. It begins to show countless video clips of people dancing, playing chess, drawing, painting, taking photography and many other countless ideas that people have come up with when faced with no other options. The slogan for the ad is “Creativity goes on,” which perfectly captures what this pandemic has caused for us all. We have had to get creative to connect with family and friends. We’ve had to get creative to continue to earn income, to shop, to exercise, and to just create life in general. This ad shows that Apple understands what everyone is facing now and that they are here to help us stay creative and connected. Lastly, I think this ad just slightly triggers consumers’ safety needs. After watching this commercial, people have a sense that everything will be okay, they are not alone, that others feel the same, and that Apple is here to help. They have created a beautiful heartfelt ad that reaches one of the largest demographics currently. For Samsung, I am using the advertisement found at this link, ? v=GWnunavN4bQ This advertisement from 2011 is for the Samsung Galaxy S II phone. The commercial shows a long line of people waiting outside of an Apple store waiting for the “Next Big Thing” to be released in line. The customers are hoping to be some of the first to get whatever new product Apple has. However, as they’re waiting in line, there are numerous people on the street with Samsung phones that catch the Apple customers’ attention. They start to ask questions about the Samsung phones and seem shocked and amazed at the capabilities, things that their current iPhone devices can’t do. The slogan of the ad is “The Next Big Thing is Already Here,” which takes a stab at Apple indicating that they are behind the times, especially behind Samsung, when it comes to technological advances.
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- Spring '15