Advertising in television and newspapers

Television Commercials

Emotional, Logical and Character-Based Television Advertising

In a new, 30-second commercial titled 'If You Asked,' Apple appeals to viewer emotions by showing the ways the iPad 2 can be used by different constituencies. Against a soft piano background, a man's rich voice talks about the iPad as if reciting poetry: "If you ask a parent, they might call it intuitive. If you ask a musician, they might call it inspiring. To a doctor, it's groundbreaking. To a CEO it's powerful. To a teacher, it's the future. If you ask a child, she might call it magic. And if you asked us, we'd say it's just getting started" ("If You Asked" 2011). Nearly everyone can recognize themselves in this description of iPad users.

Like all of Apple's ads, this one is elegant and spare. No words are wasted convincing viewers they need to have iPads; a few seconds with each of the apps shown demonstrates the device's worthiness. Apple counts on appealing to the intelligent consumer, or one who likes to think of himself as more intelligent than average. We look at each of the apps shown and marvel at what technology has made possible. The buzzwords -- intuitive, inspiring, groundbreaking, powerful and future -- pull us in. This is definitely something of which we want to be a part. The ad closes with a video on the iPad that shows a beautiful, smiling child. The iPad is "magic" and despite all it can do now, Apple teases the viewer with the promise that there is much more magic to come.

The brief spot for Toyota's Prius Harmony appeals both to logic and emotions. The ad promises the consumer will get more power and more space, while the world gets fewer smog-forming emissions. One can appreciate the logical benefits the car offers, but the decision to buy a Prius is also an emotional one. It is a prestigious car, but only in certain demographics. The Prius appeals to someone who cares about the environment and believes each individual has a part in making the world a better place.

One of the best uses of characters in television advertising is the Geico Gecko. The lizard is improbably likeable, with his enormous bright eyes and Cockney accent. The commercials are effective, in part, because they ask us to suspend belief. The lizard is the foil for whatever human character appears. The human does something silly or illogical and the lizard is the voice of reason. The situations are bizarre, which is what makes them funny. Geico is smart to change the commercials frequently. Just about the time the viewer tires of one, there is a new commercial starring the lizard in a fresh situation. As soon as the Geico logo appears on the television screen, the viewer is primed with anticipation for what the lizard will say and do next.

In each of these cases, the basis for appeal is appropriate to the product. Apple wants to appeal to our emotions while maintaining a serious tone. The iPad is supposed to be seen as a unique tool that can be used by many people in different ways. It is not a toy, although there are uses that will entertain and amuse iPad users. It is a pricey piece of technology, but Apple justifies the price by appealing to the intelligent consumer who is willing to spend the money for all the iPad can do.