AICE Media Studies Research Blog: Commercial and Convention Codes

 Hello, I am Thomas Smith, and you might recognize me from my introduction blog from September. Today, instead of talking to you about my love for film production, I will begin my own short film, in the form of an Apple commercial for the iPhone XR. The audience will be subjected to obverse a multitude of B-Roll sots, people using the phone to take photos and videos, and specifications of the phone (size, gigabytes, rams, screens, etc).

  • The actors in this commercial with be dressed in costumes that closely resemble casual clothing. Clothing items such as baggy "around the house" joggers and Nike slides will be worn. This allows for the actors to be seen as everyday people and mate them more relatable.
  •  Props will include Apple products such as the Airpods Pro, Apple Watch, and any other Apple items that can work in tandem with the iPhone. This would promote more Apple products and would encourage the viewer to want to purchase multiple items at once.
  • The actors themselves will be a diverse group, ranging from race to weight, to height. Apple uses a diverse group of actors to better represent all groups. Audiences general respond better to things that they can relate to. Thus, by using a diverse group of actors, apple can better ensure that they are reading every audience.
  • The score will be fast-jat times be will generally follow a classy, slow-paced instrumental similar to the music found in some elevators. Apple generally only speeds up to the score to emphasize an extremely large point such as a new camera setup with the iPhone 7 plus and buttonless display with the iPhone X.

  • Conventions and codes in iPhone commercials include the symbolic, bitten out of "apple," a high focus on the cameras, screens, and build of the phone, and everything new to that phone that makes it better than its predecessor. Generally, Apple will first start out with the build of the phone, due to the fact that these phones spend months in the designing phase to ensure comfortability and reliableness. Then the cameras and screens will be spoken on back to back, typical something along the lines of "Here's a great camera that shoots in 4k Ultra HDR and here's a great screen that you can view those photos and videos on."Finally, Apple knows better than anyone that their phones barely vary from its predecessor, so they make sure that they emphasize that one key feature that this phone has and the year-old one doesn't.
  • In Apple commercials, props are generally used to emphasize the benefits of using the iPhone and other Apple products at the same time, which promotes the Apple ecosystem and persuade you to purchase more Apple products.
  • In recent years, with privacy becoming more and more of a hot topic, Apple has devoted more than enough time and money into making sure that their products are secure in every way and will use pathos to just barely guilt-trip you into purchasing their newest phones as if anything other than it is a risk of invasion of privacy.





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