Apple's Perspective: An Analysis Of Apple's Advertisement

Apple’s advertisement, Perspective, takes its audience on a journey through a wide, white, industrial space: a seemingly empty art gallery. The setting is framed with large columns, glossy flooring reflecting the grid above, and enormous windows, stretching from floor to ceiling, flooding the vast space with bright sunlight. The camera guides the audience on a tour of optical illusions; each exhibit revealing a hidden message. A new exhibit is around each corner, leading to the next like clues in a scavenger hunt. Phrases such as “Seen things differently”, “Follow a vision”, “A whole new take”, and “Another way; a better way; a bigger way”, are revealed to the audience throughout the ad in a one shot: a single, fluid motion. The setting
Schools across the country have seen their fine arts programs sacrificed to district wide budget cuts, limiting students exposure to art programs such as painting, music, theatre, etc. Art encompasses a broader spectrum of our lives. Students involved in programs linked with creativity, such as performing arts and design, are arguably prepped for a rich, meaningful and engaging life, that goes beyond job titles and salary levels. Art provides opportunity for the development of lifelong skills such as analytical thinking, clarity in written and spoken expression, collaboration, and creativity; developing skills that would be valuable in any career. Apple supports this creativity and development, and extending the experience because individual expression is different and leads to new, innovative ideas similar to the foundational concepts that developed Apple’s ideology. Also, art galleries are one such place to build a community- a real, true social network- an art ecosystem. It’s been this way forever. Warm body introductions and interactions are important, but social networks on the internet and social media is another great way to connect. Apple has created an experience that transforms an ordinary object, such as your phone or laptop, into your connection with the rest of your world and your connection with your own different, kind of artistic