Apple's Paper Advertisement: An Analysis Of Apple By Steve Jobs

Apple's paper advertisement is a 40-second commercial video; it talks mainly about the advent of New MacBook Air, which the first thinnest laptop that Apple started to manufacture in 2008. (You Tube) This advertisement, which was made by Steve Jobs, the CEO of Apple Company, was published on November 15, 2008. (Stern) The ad's synopsis was that a person opens a file that contains a drawn paper as a laptop, and then opens and closes the laptop itself only by a finger. The commercial’s main purpose was to persuade its audience who are people who live in rich places and look for convenience, entertainment, and fashion, that they could have a thin portable laptop with many features that computers do not have. The advertisement employs visual effects,
The company relies mainly on the history of the company and the fame of Apple's name; hence, the company put its logo on a drawn illustration of the Mac Book Air and focused on it to attract viewers to the name of the company. The ad also used a popular file, which is "Indterdelivery Department" to show how the other companies trust Apple to use brands' names in Apple's commercial. In this way, the commercial implies evidences that support the credibility of the company and its advertisement, which helps the company in delivering its message to the
Apple shared its experience by giving the user a simple way to open the laptop by just raising the screen, which helps the customers to be able to interact with laptops. The author did not give many details about the weight, length, and thickness of laptop "Macintosh", for audience would feel bored with this information. He also did not use a real laptop in the advertisement, but he used a drawn illustration of the Mac Book Air as he want to convince the audience that the thinness of the laptop is the same as the sheet of paper. Nevertheless, there were some logical fallacies; the advertisement exaggerates about the size of the laptop when they show it as a sheet of paper because it is not the fact. With the help of these elements that was mentioned, Apple managed to sell many lap-tops and increased its revenue. (Dowling, et al) This commercial was very fascinating as it covers all criteria that needed for a successful advertisement. It depends on the Apple's fame, some symbols, and intangible items. It uses different methods to persuade audience with the product, like logos, ethos, and