OUGD501 | PRACTICAL | RESEARCH

Apple have a very ambiguous approach with their advertising. They don't appeal to one specific target audience which makes them extremely popular. They allow people to make their own decisions about the product as they're so confident in themselves. “Apple adds layers and layers to keep people in there; it used to be music, then apps, now it’s health apps, and most recently there’s [streaming service] Apple Music. We’re even seeing evidence that people who leave for Android tend to come back.” (Arthur, C, 2015). Apple don't retaliate to other adverts, and only really focus on themselves. 

They also present themselves as a lifestyle brand, perpetuating the insecurities of the consumer.  “The products that will flourish in the future will be the ones presented not as ‘commodities’ but as concepts: the brand as experience, as lifestyle.” (Klein, N, 2000, Page 21). Having the latest technology is more than a statement now, it opens up opportunities and experiences for the user - and often people feel excluded when they aren't able to experience these things. 

The experience isn't limited to the products Apple has to offer, going into the Apple shop is an experience in itself. Apple are very customer focussed, and make the customer feel like their most important priority. “Apple has a branding strategy that focuses on the emotions. The station point is how an Apple product experience makes you feel.” (Marketing Minds, 2015).  

The simplistic design of their campaigns allow for a large amount of interpretation. “Obviously people invent and produce adverts, but apart from the fact that they are unknown and faceless, the ad in any case does not claim to speak from them, it is not their speech. Thus, there is a space, a gap left where the speaker should be; and one of the peculiar features of advertising is that we are drawn to fill that gap, so that we become both listener and speaker, subject and object.” -  (Williamson, J, 1978, Page 14). Allowing the audience to create their own message from the campaign gives them a sense of independence and choice. The consumer feels like they are making their own choice as the campaign doesn't specifically tell them what to do, but as they become the speaker and listener, the advertisement makes the choices for us.

Apple uses a plethora of techniques to appeal to a wide audience. Their metropolitan, urban public image attracts people with disposable income and insecurities by advertising a lifestyle. They make it appear integral to the consumer that they need to experience what the product has to offer. Apple plays on peoples insecurities and make them feel inadequate if they don't have the latest gadget. The consumer is also party to blame, as the highly ambiguous adverts allow the viewer to become both speaker and listener and construct their own message. 

Techniques that are taken from this research are: 

• Simplicity
• Advertise a lifestyle 
• Play on insecurities
• Allow the viewer to construct their own message