This document analyzes and compares phone advertising by Apple and LG in America. It discusses the target audiences, products, advertising techniques used in sample commercials, and how those techniques relate to American culture. Apple targets a wide range of consumers and focuses on emotional appeals, repetition, and transferring qualities of popular activities to the iPhone experience. LG targets business people and emphasizes statistics and technical specifications to promote features. Both use common persuasive techniques but tailor their messaging differently based on their brands and target demographics.

1. Phone Advertising
in America
By: Istvan, Keon

2. Link to IB
❖ Part 2 of the course:
❖ Learning outcome: “Show the way mass media use language
and image to inform, persuade or entertain.”

3. Our Focus
Apple and LG phone commercials in America
how does these advertisements impact american culture
use of advertising techniques
why these advertising techniques impact in their commercials
meaning of images portrayed

4. Products of LG and Apple
Very much in close competition
Both sell same quality products
Very close range in price
Apple more on Computers and Phones
LG more on TV’s and Phones
LG Korean, Apple American

5. Audience
Consumers who are willing to buy a high quality phone
LG phone user, iPhone phone users, Samsung users and others
Apple targets many different types of consumers:
business, kids, teenagers, gamers, lifestyle
LG targets mainly business people

6. lg advertising G Flex 2

7. Semiotic Codes
Computer graphics - to improve quality of video
Depth of Field - No background when product
is shown (black), everything is focused on not
only the phone. Product and real use with it
Camera Angle - phone not always in center
of focus in the image
Lighting and exposure - Lighted to give a
positive feeling, product sometimes in the dark

8. Science/Statistics
▪ Ergonomic Curved Design, Improved Voice
Quality, Full HD - The things that has been
improved from G Flex 1
▪ ‘Dura-Guard Glass’ “enhanced strength of
30%”
▪ Fast charge
▪ Android Lollipop OS
▪ Self healing, Unlocking system

9. Weasel Words
“ Innovation for a Better Life”
They apply to anything. It isn’t specific.

10. Glittering Generalities
The Comfort
“The moment you grab you can feel LG G flex 2,
you can feel its perfect grib from the 4 curves.”
Durability
“Enhanced its strength up to 30%, when it falls
from the front screen”
Beauty
“The harmony of the 4 curves gets accentuated
with its metallic arc from 550 Radius running

11. Others Opinion
Mashable
LG advertising teases other brands through their own
products
Battery, power, size
Criticising others will increase their own consumers
Saying “Level Up” LG is better than other brands
http://mashable.com/2014/07/16/lg-mobile-banner-ad/#kfLyVPMW5OqF

12. iphone

13. Semiotic codes
Camera angle - background, with the Iphone in
the center, the faces of the people are shown
a little.
Depth of field - phone and also a little background,
and little of people face (Iphone screen vs real life)
Lighting and Exposure - more light is put on the
Iphone to put focus on it.
Camera Focus - on the phone, shows what is
happening through the screen of the phone

14. Emotional Appeal
Ridiculously powerful
“This is the Iphone 6S. Not much has changed, except it’s ridiculously
powerful.”
Smart women voice in video
Emphasizing all important words for notice
Makes people want an Iphone more
Makes you feel powerful with IPhone

15. Repetition
In the beginning:
“This is the Iphone 6S. Not much has changed, except it’s ridiculously powerful.”
In the end:
“So other than being the most powerful Iphone yet, not much has changed”
rephrasing it and switching the sentences.
referring to change 3 times
makes you remember (powerful)
Everything which is easier with Iphone 6S:

16. Transfer
Rally cars in real life and in video game (compares both)
Motor racing (in the beginning)
DJ
Baseball (the athlete is shown through the Iphone)
you like Beats you’ll like Iphone (Vice Versa)
Many apps for many things

17. Testimonial
Apple has used someone famous actor
Jon Favreau is “using” an iphone in the Commercial
“Get these kids on the phone for me”
“Dude that is a phone”
Basically: Not an iphone not a phone

18. Others Opinions
Business Insider
To convince viewers, no other alternatives iphone or no iphone
iphone is best (through their apps)
If you want an iphone you have to buy it
Phone companies split into two iphones, non iphones
http://www.businessinsider.com/apple-new-its-not-an-iphone-ad-campaign-2015-7

19. Conclusion
How do all these techniques tie to American culture?
Rally races are very popular in America
Motors (very much liked in the US and go very back in culture)
iphones can be equipped with guitars (Guitar players in the end)
How are their techniques different?
Apple: shorter commercials, repetition, testimonial, transfer, emotional appeal.
Other things prove the product
LG: Longer commercials, Statistics, Weasel Words, glittering generalities.
Prove product by science and statistics