This article is from: Ainongji Digital Alliance Member Brother Ma Contributions from.

After watching Apple's Christmas ads "Misenderstood" and "A Harris family holiday", the author thinks that Apple has cleverly embedded its products and advantages into emotional marketing

The advertisement mainly tells about a family celebrating Christmas. One of the boys has been "playing" with iPhone from the beginning to Christmas Day, which is very cold and incompatible with the atmosphere of Christmas. But in the end, when the family gathered on Christmas Day, the boy used AirPlay to show the video of the whole family, which had been carefully edited with iMovie and taken by iPhone these days, on the TV. Only then did everyone realize that the boy was so careful. He was going to use video to express his Christmas wishes. The misunderstanding was eliminated, leaving only mutual understanding and love.

The story is simple but moving.

The great thing about Apple is that it can always tell a warm story with small scenes in life, and at the same time, it can well present the value of products.

In contrast to the advertisement listing "what does it have", the idea of this advertisement is to show "what can it do", to give (more than "apple fans") a wider audience in the occasion of the occasion with suspense and warmth.

1. Record, edit and share. This is the message directly conveyed by the advertisement: we can use powerful Apple products to successfully complete one of the most important processes in the Internet era - recording life, editing in real time, and sharing with our family and friends. Apple is talking about the unique 720p slow video capture function of iMovie, Air Play and iPhone 5s. The iPhone is not just a mobile phone. The key is what you can do and what effect you can achieve, The organic combination of iPhone, iMovie, Apple TV, Air Play and a series of software and hardware+services further sublimates the advertising effect. In the past two years, Apple's advertising has been closer to people's lives. Technology is not cold. I think it is an ideological output of Apple, which means that people express their feelings in different media, Scientific and technological products can also shorten the distance between people's hearts.

2. Technology gives people another way to express their feelings. There are many ways to express feelings. In recent years, due to the progress of science and technology, more and more people blame the negative impact of mobile phones and the development of the Internet on interpersonal communication. They feel that face-to-face communication is the most diligent, and they pay more attention to feedback in reality. The humanistic concept conveyed by Apple has always been to make people closer through technology. The development of science and technology itself is good, and "technology is people-oriented" (weak chickens and ducks enter in disorder...). The scenes, scenes and stories are arranged almost perfectly. It is not only timely - Christmas Day, but also close to life - daily misunderstanding and kinship, but also touching people - always thought it was ignored, and had been concerned.

3. Mobile phones used as productivity tools. The iPhone is also constantly "stacking hardware". The 64 bit processor, more powerful CPU and GPU processing power, and powerful ISP are all telling users that it is not only an entertainment tool, but also a productivity tool. From a content viewing device to a content creation device, the imagination can be turned into an achievable creativity. IMovie, GarageBand, iPhoto, Pages, Numbers, and Keynote are lying in your phone (all available for free on iPhone 5s).

This very "human" advertising style is Apple's consistent style in recent years. From the launch of the iPhone 5 last year, the launch of the iPad mini, the launch of the 5s, to the Christmas this year, it is almost a unified style.

This advertisement has at least two points. One is that the advertising content will enable some iPhone users to use such ideas in real life, which has played a good role in propaganda invisibly; Secondly, the content of the advertisement is very close to reality and very real, and the video played by the child is almost a review of the whole short film, but it has changed to the first perspective, giving a strong sense of participation. Maybe it is not the iPhone that has such a function, but a young child can make such a beautiful short film in a fraction of time, Isn't this the value point of the iPhone?

In a word, it is to first lift your appetite and then tell you at the end that this is the iPhone.

My biggest feeling from this advertisement is that it once again reflects Apple's emphasis: "We believe technology is at its very best when it's visible."

It sends a strong message: iPhone can really integrate into life so perfectly, it's invisible!