iPhone 7 - The Archives
by marie-plesieur on November 6, 2017 - 5:49pm
iPhone 7 - The Archives
- How is the product associated with happiness
This Apple publicity associated a new iPhone function with images of a loving family. In this publicity, everyone is smiling and seems truly happy; each moment of the everyday life seems to be perfect and memorable. The iPhone Memories function gives the possibility to relive the best memories. Consequently, each time individuals use their iPhone and opens the Memories function, they feel completely happy because they watch nostalgically their memories. Furthermore, it is interesting to notice how nostalgia is used as an advantage in this publicity. It staged an old man working in dusty archives; the archives of cherished moments. Meticulously, the archivist edits together a unique film, which will be on the iPhone. In other words, the presence of the old man, the archives, the lovely family’s souvenirs and the uplifting music in the publicity appeals to the potential consumers, who are touched by those aspects. In the end, they necessarily feel happy.
2. What type of happiness is portrayed?
In this publicity, a higher pleasure and emotional happiness are presented by the portrait of a perfect and lovely family. In fact, the family is perceived as a fulfillment, the biggest realization an individual can achieved, according to social norms, in his life. For most people, real happiness involves having a family, which brings harmony and a meaning to life. The iPhone Memories function gives the possibility to take time to appreciate this richness and to contemplate your achievement. Furthermore, family is a subject that moves many individuals and appeals to individuals’ emotions because it is a source of happiness.
3. How does the message illustrate conspicuous consumption, materialism and affluenza?
To use the Memories function, consumers need to have the new iPhone, which offers new useful functions. Consequently, individuals are strongly encouraged to buy the most recent Apple products to have access to Memories; the “old” way to access photos and videos is simply not enough anymore because Memories allows to have access to family memories anywhere. Technology evolves fast and it leads to extreme consumption. If consumers believe having the new iPhone is a synonym of happiness, having the new iPhone might become a harmful issue for them; they could be more preoccupied about it and neglect what really matters. This is a dangerous road that leads to materialism. Additionally, the compulsive need to have the newest technology is, in general, an issue that is widespread in the modern societies. This irrational need for technology does not contribute to the society’s health. It leads to anxiety and to lose sight of what is the real happiness, such as having healthy friendships, a loving family, a good job, etc. In fact, it is not everyone who can buy such an expenditure. By promoting the fact that everyone should have the new iPhone, which should provide so much happiness with the new applications (Memories), many individuals will become indebted. As an example, consumers might truly believe that this product is essential to their social life even if they cannot afford this newest technology. This reasoning is motivated by a concept named conspicuous consumption; people spend their money on luxury goods, such as an iPhone, with the purpose to show their economic class. Furthermore, the concept of looking-glass self has an impact too. The way people imagine how the others perceive them and the judgments they make as a major impact on their reactions to these speculations; individuals behave according to a mirror image of themselves. It is possible to make a link with the previous concept (conspicuous consumption), if individuals show their economic class with the iPhone, they will even come to think that they are part of this higher social class and act according to it; they will buy goods they cannot afford and might become indebted.
4. What values are articulated by the advertisements?
The main values in the advertisements are family, friendship and personal fulfillment. However, these values that seem valuable are used at the expense of the consumers. In fact, values are used to touch individuals; the product proposed by the publicity is presented through a mix of values and good feelings. The purpose of it is that the products seem credible and valuable through honorable values. However, the real value in this publicity is materialism, because the purpose of it is to make consumers buy more.
5. Is the message “successful”?
The publicity simulated how individuals can attach importance to their memories and, consequently, how useful and significant a function as Memories can be. This iPhone function is not perceived as an application anymore, it is essential and it contains what is the most precious: memories. Consequently, the need to have this function and the new iPhone could seem legitimate for most people. Furthermore, people could be missing out if they do not have this function on their iPhone. In the end, the message of this Apple publicity is successful because it appeals to the emotions of the consumers through the image of the lovely family.
6. Is it possible to be attracted to the advertisement and not be influenced by it?
If we take a step further, it is possible to be attracted to the advertisement and not be influenced by it. In fact, rationally, an individual could analyze the media and find that the publicity is attractive to the potential consumers. The scenario can be intelligent and be criticized and analyzed artistically. Consequently, it would explain why the advertisement is attractive but does not influence.
7. How do you feel about ads that are marketing happiness?
Personally, I see an important issue with publicity; they might reinforce happiness stereotypes. In other words, they propose and force consumers to buy goods they certainly do not need. To do it, they convince individuals that the product will provide happiness and that it will fix personal problems. Furthermore, it leads people to lose contact with the notion of what is really important and what real happiness is. It is realistic to mention that nowadays, true happiness is too often replaced by a masquerade: capitalist happiness. In other words, companies tell people that they can buy happiness with their goods. In the end, people must live with important emotional and financial issues and lose what is truly meaningful.