by aurelie on November 3, 2017 - 7:35pm
Here is the link to the commercial: https://www.youtube.com/watch?v=Q6dsRpVyyWs
The commercial of the iPhone 7 promotes happiness because people are smiling, spending time with friends and participating to fun events such as fireworks and parties. In the commercial, the actors are young which suggests that the clientele targeted is young adults. However, older adults are targeted as well because, with an iPhone 7, they will feel younger and cool among younger people such as children and teenagers. The contrary works as well because children owning an iPhone 7 would suggest that they are tough and are part of a greater social class. In other words, they would be leaders because their friend would be envious. Moreover, the actors seem to be part of the middle class or the upper class which means that people watching the commercial will think that having an iPhone 7 means that they will look wealthy and they will feel proud. For example, in the video, there is a couple on a motorcycle; therefore, it promotes wealth and a successful life. In the commercial, people are in relationships, and have many friends; thus, it shows that people owning an iPhone 7 are popular because they have many interactions. In the video, there is a happy gay couple which suggests that it would be easier, with an iPhone 7, to find love even though the person is homosexual. It also promotes a healthy life because, in this video, there is a woman who is boxing, and she is using her iPhone to listen music, and keep training. During the part of the video that shows the woman training, there is someone else filming in slow motion to see what the woman is doing wrong. Indeed, the commercial illustrates that people with the iPhone 7 which has a whole new camera can get better at a sport. Furthermore, it shows that with the new iPhone people want to work out and they love it; with this cellphone, training becomes pleasant. As mentioned earlier, with the iPhone 7, people live great adventures such as traveling to discover new cultures, watching fireworks and going to restaurants. When people are bored because they are on a bus or when it is raining outside, according to the commercial, it does not matter because people can play games when they have nothing else to do. Moreover, the iPhone 7 is waterproof; therefore, people can use it outside even if it is raining.
This commercial represents a higher pleasure because it is a type of happiness which is not intense and momentary, but more cognitive. Furthermore, happiness is linked to emotions, and this commercial promotes positive emotions such as pride, excitement, love and confidence. However, the publicity of the iPhone 7 presents conspicuous consumption, materialism and affluenza. Conspicuous consumption is the idea that people buy expensive items to display wealth and income rather than to cover real needs. For instance, in the commercial, people seem popular with their iPhone because there are many people around them as if they were the leader of their group. Another example could be when there is a person taking pictures of someone else who is showing their leather jacket; it shows their fame and the person’s wealth. Conspicuous consumption leads to materialism which means according more importance to goods than human beings. This video perfectly expresses materialism because people are always on their iPhone even though they are surrounded by others. Indeed, in the advertisement, there are two men on the bus, and both are looking at the cellphone instead of talking to each other. These two men seem to be in a relationship, but it illustrates the idea that people cannot be together without a cellphone or any social media. Materialism transmits the message of perfection, and, in the iPhone 7 commercial, it is exactly what happens: a healthy and happy life. Affluenza is a painful, contagious, socially transmitted condition of overload, debt anxiety, and waste resulting from the continual pursuit of more. For instance, in 2007, the first iPhone was invented and it is approximately during that period that dependence to cellphones increased much more. In 2011, the average family’s annual spending on cellular services was $1,126 and, in 2007, it was $1,100. So, since the iPhone appeared, it has slightly increased. However, spending $1,000 annually on cellular services is way too much because this money could be use for something that is much more important than this.
This advertisement promotes wealth, love, friendship and a successful life. Looking at the video, it surely influences my perception of the product because with an iPhone 7 life seems brighter and fun even though I know well that it is only illusion. I do not think it is possible to be attracted to the advertisement and not be influenced by it because if a person is attracted to something it means that they are influenced. For example, from my own experience, before I had my iPhone 6s, I had had an iPhone 4s. When I had my 4s, I saw some commercials about the new iPhones, and I was attracted to them, but at first it did not change anything because I did not have the means. However, when I had enough money and my father said yes, I changed my old iPhone for the new one. Therefore, it means that I was influenced. In other words, being influenced just depends on your choices and your budget. Even if someone does not buy an iPhone 7, they can still be influenced because they think about having one. I think that some ads marketing happiness are only illusory because having this item does not change your life, but other ads are sometimes well made and they are not promoting “fake” lives as many do.
 CBC News, “5 major moments in cellphone history”, in CBC News, April 3, 2013. http://www.cbc.ca/news/technology/5-major-moments-in-cellphone-history-1.1407352.
 Anton TROIANOVSKI. “Cellphones Are Eating the Family Budget”, The Wall Street Journal, Updated September 28, 2012. http://www.wsj.com/articles/SB10000872396390444083304578018731890309450