The photograph advertisement is of an Ipod. The genre for this ad is photography. There is a person dancing with headphones on listening to their ipod. It is obvious they are having fun. The focal point seems to be the Ipod. However, the person shown in the photograph is in all black. Their race or ethnicity is unknown, which I believe is to display that music lovers can enjoy this product. The audience intended for the Ipod is young to middle aged people who love music and want it where ever they go. My interpretation of this image is having fun listening to music on the go. It can be used just about anywhere. It is mobile, and new and hot. What seems to be missing is the price. The photo doesn’t directly say who the advertisement is specifically for, but seems to be for the young and middle aged; male, female, dad, mom, teacher, student. It could also be targeting supporters and users of Apple. People who dislike Apple could easily be turned away by this photo and flip to the next page. Repressing the thought of this advertisement.
This photograph was created by Apple, and it doesn’t give a date for its creation. It responds to new popular culture and technology being very accessible. A small product holding up to 10,000 songs is showing modern invention. Being able to carry the Ipod in your pocket or have it clipped on your shirt and take it with you everywhere shows the advancements of our countries technology. Also, it relates to the ability of Ipod users to be social with this product. Social being that everyone has this product and it is a passage to social interaction. The person in the photo is dancing listening to their Ipod. This relates to being up-to-date with current inventions and has a connection with youthfulness. Not only does this photograph attract its audience; Ipod users, but it brings up memories. You can have a favorite moment when you were using your Ipod, and that memory brings joy. That joy then results to attraction to the advertisement and the creator’s job is done.
An Ipod represents a fashion of the new and flashy society. Owning one shows your liking of in-fashion possessions. By the image being of a young person, it can show the fashion of young, new, and fresh ideas. So, by seeing an older person using an Ipod you would think he/she has youth in him/her. The Ipod represents a youthful attitude of flashy and portable possessions. In a sense, having an Ipod can mean you’re trendy and fashionable because Ipod’s are everywhere. The white cords on headphones automatically send the image of an Ipod, even if the person is using their phone or some type of Mp3 player. The advertising’s immediate response is the white cords. When you think white headphones, you think Apple Ipod.
The contrast in the picture is very selective. The individual is all black which makes the different parts of the photo stand out. The Ipod and headphone are both in all white, and they are standing next to an opposite color of yellow. The yellow makes both the white and black colors stand out, grabbing the consumer and viewers attention immediately. This device is very effective because of the circumstances of the Ipod; being all white. However, having the other colors in the photo normal and showing the face and color of the person would not make the Ipod standout as effectively. The picture would then just look like a normal snap shot, and the Ipod would not have an immediate aspect.
A criteria of visual argument that is present in the Ipod photograph is common ground. There are many different angles of common ground present, some being; people owning an Ipod, enjoying music while on the go, owning other Apple products, or even knowing someone that has an Ipod. Myself having an Ipod, am attracted to this ad because I can relate to the emotion in the photograph. I can relate to having headphones in my ears and listening to music dancing. I can relate to being happy and joyful about having an Ipod. So, I can identify myself with this photo ad. The exigence in the ad represents me, and the reason that I purchased the Ipod. The excitement of listening to music on a portable device and having fun, that is my identity with having an Ipod. All of this common ground makes me feel connected with the photo, in a sense, a membership to the understanding. Symbols are another criteria present in the photo. The Apple sign is very well known. First thoughts can be computer, Macbook, and Ipod. In this case it’s an Ipod. However, there is a sub-symbol that is equally known to people who know the Apple sign. It’s the white headphones. When I see white headphones around campus and on the bus, first thought is an Ipod. I am confident that that assumption is universal. These headphones have become so recognizable that people always associate them with Apple, even if a person is using some other music player. So, as a result, Apple is getting the benefit because they think Ipod when they see white headphones, not Mp3 player. This has a deeper meaning that relates to our societies use of technology; that it is everywhere.
An advertisement for a product can send many messages out, directly and indirectly. The intended audience can be attracted for obvious reasons, and others can be attracted merely on their personal use of the product. Not the ad. This Ipod advertisement using the white headphones and Ipod to attract its audience was effective. The person using the Ipod is all black, and can be interpreted as not significant because it is the Ipod being advertised. One could also say the person being all black is a criteria portraying a full range of audiences. That it doesn’t matter who is listening to the Ipod, they will all react similarly to the person in the photo. Collecting all of the used criteria’s and analyzed text, the Ipod advertisement in this photo is highly effective. Affecting its targeted audience or people just flipping the page in a magazine; they will give thought about buying it or how much they like it. That is how you advertise, that is how you sell.
