Purpose: In the pure white background, the goldilocks with blue eyes is biting big red juicy apple. Their product is not in the ad but the image of biting apple shows that Iriver (the most popular mp3 player maker in Korea) ad is targeting on Apple which is the largest supplier in the world. By posting text "Sweeter One" in pink, this ad appeals that their product is better than Apple.
Audience: The beautiful blond young lady with blue eyes in this ad is intentionally aiming to young generation who is the main consumers of Ipods & other mp3 players. She is smiling as biting big apple in hand, looking viewers straight in the face that shows confidence, self-assurance, and enjoyment.
Genre: This ad is very different ads that Iriver produced for MP3 players before. The other ads always put their products up to appeal how those are stylish, pretty, modern, and user-friendly. However, Iriver is targeting on Apple to show their willingness of Apple overthrow in this ad.
Tone: Using of limited color of pure white in background, bright red apple, pretty pink in text and goldilocks in chic black turtleneck sweater all create illusion of Apple and stand against the mega-corporation in an imposing, provocative and exciting manner.
1 comment:
Is this ad from Korea? If so, why do you think they chose a blonde model instead of a Korean one? Also, what are the implications (think biblical) of a woman eating an apple? I think you are absolutely right that they are playing off the Apple corp., but I also think there is more going on here.
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