UNIT 50: WRITING COPY

1. UNIT 50: WRITING COPY

2. Brief: Part One • Advertising copy for the new Apple iPhone and iPad application ‘iSat’, which enables learners to access real time satellite images of the earth’s surface. This must include: • Annotated research into Apple advertising, with notes on how your copy fits with the Apple branding and style. • Concise copy that promotes ‘iSat’ professionally and does not exceed 10 words.

3. What I need to do • What trends can I see emerging in the copy as the advertising gets more modern and refined? • Describe the relationship between text and images and how does that develop in these advertisements? • If I had to use one word to describe the copy used in the early Apple adverts what would it be? • If I had to use one word to describe the copy used in the late Apple adverts what would it be? • Which do I think is the most effective advertisement and why?

4. About • Apple Inc., wasApple Computer, Inc., is an American corporation based in Cupertino, California. Apple designs, develops and sells consumer electronics, computer software and personal computers (PC’s). The company was founded on April 1st 1976, the name changed in on January 3rd 1977 because the company wanted to focus on consumer electronics instead of just limiting the soon to be worldwide success only to computer sales.

5. Apple Advertising • There were a lot of Advertisements in the 1980’s for consumers to purchase computers but specifically to purchase Apple Inc., Computers. The Advertisements that were published all had an awful lot of text on them and not many images as you can see from these advertisements below.

6. Later on.. • During the 1990’s Apple came up with a new little campaign to sell more products, this was the “Think Different” idea, and it worked well and also featured famous people to get the word across to a bigger range of consumers.

7. About the Advertisements The television commercial features black and white video footage of significant historical people of the past, including Albert Einstein, Bob Dylan, Martin Luther King, Jr.,Richard Branson, John Lennon, Thomas Edison, Muhammad Ali, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Jim Henson (with Kermit the Frog), Pablo Picasso and others. The advert ends with an image of a young girl, Shaan Sahota, opening her closed eyes, which the image suggests that she is opening her eyes to see possibilities in front of her.. ‘Apple Products’ I think that the way that Apple decided to create advertisements with the words “Think Different” mounted on top of an image of a famous person is brilliant, it’s like saying “You want to buy an Apple product because this famous person that you idolize obviously uses it.” Apple sell so many of their products because they are in touch with what their customer wants, and connects with the consumers feelings inside the advertisement.

8. This is one of the first ever Apple product advertisements, as you can see it’s colours aren’t that bright due to printing, and there’s 3 images, 2 of which are of the Apple logo and the one that is in the foreground is of 2 people using a Apple computer, there is so much text on this advertisement because it’s explaining the first thing you should know about computers. Still carrying on with the wordy advertisements, there is a better image in the advertisement this time because it’s an image that will make the consumer think, the title along the top of the text says “We’re looking for the most original use of an Apple since Adam.” I can see that as the Apple company grows and becomes more well known and popular in todays fast ever growing technological society, the brand sells its self and doesn't have to have a great amount of words, it doesn't even need a title, it just needs an image because the product is so reliable and brilliant that sells its self.

9. Again you will see in this advertisement that the Apple Company have stuck with the wordy advertisements, it's saying that Thomas Jefferson had one of the best minds of 1776 but Today you can make better decisions with apple, this is a way to say that you would be making a bad decision if you didn't purchase the new apple product, The way that they have layed this advertisement out is smart, they have a visual of Thomas Jefferson at his work station and below the text they have an image of an apple type writer. Still, Apple haven't realized that less is more, even though at this point the company are doing well they have still decided to stick with the lengthy amount of text. They have tried to make their computer sound like the best invention in the whole world by saying "How to send mail at 670,000,000 mph." and of course the consumer will be intrigued at this brilliant idea, they have put a large image of ordinary mail on the left hand side and on the right of it they have put an image of just a small desktop computer, this suggests that instead of using all of this mail to send all over the world that could take up to 1 week to arrive, you can instantaneously send an e-mail at a high speed.

10. I like this advert because of the Title "Why every kid should have an Apple after school." This is quite an informal slogan too, instead of child it's kid, and we all know apples are good for you, so why should you or your child be deprived of that? The message is a brilliant play on words that will grab the consumers attention. The way that this advertisement is layed out is just like a child’s bedroom with an Apple computer on the right hand side. Even though there is a lot of text below the image, its much less text than some of the other advertisements that Apple has produced in the past. This advert is a big step up from any of the other advertisements because it's only 26 words, 23 of those words are small print too, this is when Apple became a huge success with their sales and didn't need to explain what the product is or does because it's tat popular that the consumer will see the profile image of the Computer, and the words "Chic, Not geek." This suggests that just because it's a piece of technology that Apple are selling, it doesn't necessarily mean that it's for people who are more technologically adapted than the rest of the population, Apple products are for everyone.

11. This advertisement is only using 5 words and one glossy white background with a laptop in the foreground, this is another leap for Apple advertising, because again they don't even need to explain what they are selling anymore, they just have to put a picture on an advert, with the Apple logo and the words "Think Different" Assuming society will just know that they have come out with a brand new product that you all must have, this picture speaks for its self. "Say hello to iPhone" This is top quality advertising because Apple have come so far that they don't even need the Apple logo in their advertisements anymore they can just have a sleek design that shows the product that they are trying to sell, with a 4 word slogan in metallic lettering above the image, not even the background is designed in any way, it's an effortless black design, because the consumer just knows which is exactly what Apple relies on.

12. "IPhone 4" "This changes everything. Again." This design for an advertisement is similar to the design before this, it's simple yet effective and sleek but interesting because it's Apple! It doesn't need to be wordy or amazingly designed what so ever, it just needs to be a great product that sells well and will change the world, which it will do because Apple aren't giving up any time soon, the way that this advert will get the consumers attention is the way that it "Changes everything. Again." The consumer for example, myself, would think does it change everything again? What’s so different about it? I need to see what this new piece of Apple technology does. I need to have it!