Choose an advertisement on television, on the radio, on the Internet, or in print.

Describe, deconstruct, and analyze the advertisement by answering the following items:

Where did you find the advertisement ?

Briefly describe the scenario depicted in the advertisement.

What product is advertised?

Who is the audience for this advertisement? How do you know this?

• Identify the main claim in the advertisement.
• Is the claim credible? Why or why not? Use class terminology to explain.
• What might make the claim more credible? What might make it less credible?
• How does the author use rhetorical strategies to sell this product to its audience?
• Does the advertisement reveal any cognitive biases? Which ones and how?

 

Analysis of iPhone 13 Pro advertisement

             I found this particular advertisement on YouTube, which is about iPhone 13 Pro. The Apple company introduced this product, and the advertisement demonstrates its features and uniqueness. It illustrates how effective it is in creating content. This includes videos for YouTube or capturing scenes for a movie, and it has a cinematic mode. The focus can be changed when one is taking the shot or when editing. The images are clear even when one zooms to see an object that is far away. It is fast in uploading and downloading files and images, which makes it convenient for many consumers. We have also been shown that it is waterproof and durable. It can be used in any weather. The video has people using it during winter and where there is smoke ("Apple," 2021"). The battery life is long hence being convenient for many consumers. The target audience includes those who are already using the iPhone and want to upgrade and content creators and filmmakers. It is the case considering that the camera's features and efficient and satisfy the needs of every filmmaker or content creator.

            The main claim in the ad relates to the camera capabilities of the phone, its fast-uploading services, and quick access to the phone ("Apple," 2021). The cameras are said to contain both a wide and extra-wide lens. They are also presented with the best filmmaking abilities to shoot a movie that even the most expensive cameras do not have. The phone is also said to have access to 5G speeds.

            The claims made in the ad are credible. What makes them credible is because they are accurate, impressive, and convincing. The accuracy in the advertisement is that it is true that the A15 is the world's fastest smartphone chip. Also, the ad developers made it impressive by showing how the phone's shifting focus capabilities can be used during and after shooting films. By pouring coffee on the phone, the ad becomes convincing to its consumers. What might make the commercial more credible would be stating the warranty of the phone.

               The logos strategy has been implemented by stating the fact about the phone containing the fastest chip in smartphone history ("Readwritethink," n.d.). The commercial has also revealed several cognitive biases, which are salience and zero-risk (Clarke, 2018). By illustrating that regardless of the phone falling or spilling coffee on it and it still functions properly, the zero-risk bias arises. On the other hand, salience bias comes from presenting the phone's cameras as one of a kind, therefore making the product unique in its way.