Advertisement : AirPods Pro

1. What type of text is it? What is its Title? Website address?

A commercial from Apple Official Website and Youtube. (Introducing AirPods Pro - Apple) https://www.youtube.com/watch?v=IC9urbiVp4M

2. Who are the primary and secondary target audience? (age, gender, ethnicity, interests etc)

They generally target people who are interested in technology and keep track of apple products. Their products are targeted to every age, ethnicity. As this advertisement is a product Apple is trying to promote, people who has a stable finance who are fairly wealthy and has a fair amount of disposable income will be the primary target audiences to sell their products. There is research data that shows how people in India is unable to afford Apple products as they are quite expensive, this is why the people in Indian will not be a part of the primary targets. The main targets are people who can afford this product and is interested in it, while following people who are interested but difficult to afford, and finally, people who can afford but is not interested in.

3. What is the text’s primary purpose and secondary purposes?

When the first AirPods released, the product was very popular and a lot of people bought it and used it. As technology continue to improve rapidly, new inventions and technology are created and therefore, the new AirPods Pro came out. Everyone who follow along the news of Apple, they know the new AirPods will be released in the next few months, and by posting it on youtube, it informs everyone across the globe the release of the new product, so the purpose is to promote their new product's launch. The secondary purpose is to explain and introduce the product. To persuade customers to buy their new product, Apple explains how the new AirPods differentiates from the old ones. With their new functions and technology like Active Noise Cancelling and Transparency Mode, they explain how they successfully made them work.

4. What contextual aspects of the text are important? (year, location, political background, economic background, social factors etc)

The product and video came out on 2019 October 31st. The commercial is on Youtube as Youtube is extremely popular this past decade and promoting on youtube is a simple and easy way to share this new product launch to the world The political, economic factors does not take account in this context, but social factor does. The first AirPod came out in December 13, 2016 and it was very good and many people bought the AirPods. This gave consumers a high standards and expectation to the next generation AirPods.

5. What important language / linguistic devices contribute to the text’s purpose? – register (colloquial, formal, semi-formal, slang), taboo language, emotive language, vague language, jargon, figurative diction, descriptive diction, direct comments, specific details and examples, humour, euphemisms, bias, sensationalism, satire, irony, choice of lexis/diction, discourse markers, propaganda, rhetoric etc)

6. Is phonology important? (the sounds of language, think onomatopoeia)

In this advertisement, there is limited speech and it is only presented when they introduce transparency mode and showed how from activating the mode user can hear everything around you like the sound of the captain speaking "Can we have your attention? We'd like to make sure your seat beats are fastened."

7. Is syntax important? (sentence length, sentence construction, punctuation)

The ad shows short sentences and phrases in short times. In the advertisement, they show the characteristics of the product and then explain the characteristics in a phrase or short sentence. "For Immersive Sound" "Tampered Silicon Tips" This keeps every point they make short and sweet, therefore makes the commercial simple and understandable.

8. Is grammar important? (verb tenses, use of pronouns, the structure of the sentences)

Grammar is important so that audience can understand what they are saying. "Want to hear..." "What's Around you?" They use personal pronouns to get the audiences attention as if the advertisement is mainly directed to that specific audience. They only have very short sentences (around 2-4 words)

9. What about pragmatics? (the underlying meaning, the author's agenda)

Apple wants to show how their products are innovative. "INNOVATION... From Tip to Chip" Apple used the words Tip and Chip as they rhyme and likes to play with words, but in a sense to the AirPods Pro product, they added the silicon tip, so it makes sense in this context. It is the innovation from the silicon tip of the AirPods to the H1 chip from Apple inside the AirPods Pro.

10. Is typography/graphology important? Why? (a text's layout, presentation, use of paragraphs, lists, 'bullets', font choices, underlining, italics, white space, colours, perspectives, framing, proportions etc)

The advertisement goes for a simplistic approach with black and white and bold letters but at the same time giving it a sophisticated look. The appearance of the advertisement is simplistic but with the use of transitions between each word using animations. These animation transitions are unique as they reflect on what the word Apple meant to describe the feature. This is shown through the movement of the words and size. For example, when the advertisement introduces the silicon tips, the word "TIPS" enlarges 3 times to emphasise the number of sizes the user can choose. This is how they present ideas of the product from details subtly without having to say there's three of them directly. Another one is from the word "Customisable fit" for the ear tips. In this transition, the letters in "customisable" are moving around to form the word. By making the word seem like it is moving around gives an idea that it is customisable, making it very clear.

11. Visual images, charts and graphics?

There is a lot of visual aspects of the advertisement. Showing how good they look when they are worn, Splashing water on it to inform how the AirPods are water resistant and also a close up look on the new AirPods to let the audience have a look on their product's attention to detail. Also, they introduced transparency mode. In their new noise cancelling mode, the background is black. And when they turned the mode to transparency mode, the background turned white like everything is clear and light. The background colour sets the atmosphere of the environment suiting what is happening around.

12. Other striking features? style? theme? etc

The advertisement had a lot of time where it showed different people wearing the new AirPods and dancing. Most people won't notice as most earphone advertisement wouldn't advertise this but it is referring to how the AirPods don't fall out even when there is intense movement. This is because in the past AirPods, the design prevented people from having their AirPods stable and secure inside their ears as they kept falling out. This was only to some portion of people whose ears are differently shaped and the AirPods would just not fit properly. In this new one, they wanted to show how it has improved and it would fit everyone's ears.

13. Tone and tone shifts?

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