Advertising Of Apple For Environmental Management

Cultural Meaning

Discuss about the Advertising of Apple for Environmental Management.

The primary sign that have been used in the advertisement of Apple is the symbol of “apple” that helps in pointing forward to its relation with the aspect of class and affluence. The sign stands for anything that is classy within the society and one who is possessed of this commodity becomes its proud owner. The sign becomes a reflection of status symbol of a person and it breeds elegance. Another important aspect of this advertisement are the different accessories like coat, hat, shoe and sunglasses that help in portraying the association of the present day youth with the aspect of valuing material possessions (Moriarty et al. 2014). The advertisement points forward to the relation between affluence and youth in the society. The facility of paying with a message is symbolic of the instant gratification that is craved by the youth of the modern age. They want to get what they want on instant basis and this has been conveyed with the help of the advertisement. The youth want to fulfil their dreams instantly and they are impatient about waiting for something in life (O’Keefe 2016).

Different kinds of suits have been visualized in the advertisement and shows the youth trying each one of them. It thus helps in projecting the desire of the modern youth of changes so that it can add colour to his life. The donning of one suit after another is a sign of restive nature on the part of the youth. The youth find it difficult to satisfy himself and so he tries to opt for one thing after another. The advertisement shows that whatever material possession comes in front of him he is pre-occupied with a greed of trying out that possession (Doe 2015). The showing of these possession will provide him with an advantage and he will be able to show these things off to his peers. One wishes to rise above others and by doing this one is endowed with a feeling of satisfaction. The owning of gadgets and other material possessions can help in creating value in relation to the person in front of other people. The value created can help in the creation of a feeling of superiority that helps in satisfying his urge of getting attention in the society (Anido Freire and Loussaïef 2018).

According to Barthes, the advertisements make use of imagistic arrangement in order to deliver meaning pertaining to their products that they do not have any right to attach. Barthes has pointed out that the advertisements make use of connotative associations that helps in providing the readers with what they want to achieve. The advertisement of Apple is showing luxurious items like expensive suit, coat and hat that the youth of the present age craves for. It can thus help in drawing the attention of the youth and the images used with the text can help in attracting the youth. The advertisements make use of elements of the spoken language so that it can achieve its effects. The message displayed in the advertisement can help in appealing to the viewers and the visual images have a great amount of impact on the youth.

Strategic Alternatives

With the help of these kind of advertisements, the consumers can become an integral part pertaining to ‘conversation’ and digital media can help in providing the brands with innovative methods that can help them in the process of interaction. The signs and symbols that have been used in the advertisement helps in attracting the attention of the consumers who would then like to try the material thing. The particular kind of audience who would be able to understand and relate to these symbols are that of the affluent young class. The children of rich fathers would be able to buy the latest model gadgets along with material things and hence this advertisement would be able to cater to their tastes. They would be able to relate to the contents of the advertisement and they would be able to understand the meaning of the signs that have been used in the advertisements (Sharp and Hartnett 2016). The youth would be able to relate to the signs along with symbols and hence they would be move after watching these advertisement. The symbol that is made use of in the advertisement would seem familiar to the audience and they would be encouraged to try out the particular product. It can help in building the reputation of the brand and the enhanced brand perception can help in building desire in the consumers about the product.

 The consumers would be able to identify the symbols that have been used in the Apple advertisement and it would create curiosity in them in relation to the brand. The engagement of the buyers would be created because they would feel that buying the product would be able to create a separate identity for them. It would create a unique personality and the other people would be attracted to their aura. The per capita income of the people of Australia has risen in the current age and hence the youth will be able to afford luxury (Armstrong et al. 2015). They would appease their urge for luxury by buying the I-phone X smartphone that would create a distinct status symbol. The affective system within an individual which includes moods along with emotions would be able to create a physical reaction that would drive them to purchase the product. The brand logo in that of modern chrome colour have helped in re-positioning of the brand and it can help in creating affective response from that of the consumers. The logo helps in highlighting the sophistication of the product and the unique taste of the consumers that can be appeased after trying the new product (Yang, Torres and Ramirez 2018).

Consumer Behaviour

Political

• The political environment of Australia is stable
• Australia has a growing economy that is conducive for buying of new products
• The skilled along with well-educated workforce helps in the growth of organizations in Australia
• The sophisticated market makes it conducive for the buying of luxury items

Economic

• The cost of living within the large cities of Australia is less as compared to other cities within the world
• The economic growth in Australia is higher as compared to that of other OECD countries
• The GDP of the country is higher than that of UK, Germany and that of France.

 Social

• The upper class within Australia are signified with the help of expensive clothes and homes
• The middle class is growing within that of Australia
• Mobile communications have revolutionised the manner of conducting business within Australia
• Capacity and power pertaining to the device is increasing at a rapid pace and this proves to be convenient for the consumers 

Technology

• The research along with development within Australia is supported with the help of different organizations in Australia
• Commonwealth Scientific and Industrial Research Organization helps in supporting the research in relation to technology
• The technological advances made has created opportunity pertaining to new use and it has also helped in driving cost down in relation to the existing uses

The ones that can be targeted the most are those people who belong to the affluent class. The affluent class will be able to identify with the symbols that have been used in the course of the advertisement like that of suits, expensive shoes, coat and sunglass and the advertisement of Apple would appeal to their senses. The high earners belonging to the urban area will act as the target audience for the advertisement (Leonard, Ashley and Kowalczyk 2017). They would be able to relate to the signs and symbols that are used in the course of the advertisement and have more chances of buying the product.

The advertising objectives of Apple is to establish the competitive advantage by revealing the distinctive aspects of the product. The objectives of advertising will help in introducing the audience to something that is new and it is meant to acquaint the audience with the features of this unique product (van Reijmersdal et al. 2017). The effect of advertising pertaining to Apple will encourage more consumers to buy the product. The advertisement can serve to increase the sales and it helps in enhancing good-will in relation to the brand. It can help the manufacturer in expanding his market and it can also help to retain the product within that of the existing market (Zenetti and Klapper 2016).

Out-of-home advertising can be made use of by Apple. The short messages can have a great impact on the audience. The social networking sites like Facebook, Instagram and Linked In can be made use of for the purpose of advertising. The young people in the present age are drawn towards social media and hence advertising on these platforms can prove to be extremely effective. It can help in the process of growing of sales and increase that of the fanbase. The customer generated content in relation to the advertisements can prove to be effective in drawing a large number of people. Television can act as another means that is cost-effective and can be taken recourse to for the purpose of advertising (Chang 2017). The television can be found in most homes and hence it can help in attracting a larger audience. Television helps in appealing to the different senses by combining the usage of text, sound, motion along with images. TV advertising acts as a suitable option for that of the advertisers. The television can act as a flexible advertising medium and it provides opportunities to the advertiser great amount of flexibility in relation to showing of content. The audio along with visual effects can help in creating a lasting impact on the audience.

References:

Anido Freire, N. and Loussaïef, L., 2018. When Advertising Highlights the Binomial Identity Values of Luxury and CSR Principles: The Examples of Louis Vuitton and Hermès. Corporate Social Responsibility and Environmental Management.

Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.

Chang, C., 2017. A Metacognitive Model of the Effects of Susceptibility to Persuasion Self-Beliefs on Advertising Effects. Journal of Advertising, 46(4), pp.487-502.

Doe, J., 2015. Advertising Principles and Practice.

Leonard, H.A., Ashley, C. and Kowalczyk, C.M., 2017. Current Native Advertising Practices and Disclosures: An Abstract. In Creating Marketing Magic and Innovative Future Marketing Trends (pp. 279-279). Springer, Cham.

Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014. Advertising: Principles and practice. Pearson Australia.

O’Keefe, D., 2016. Evidence-based advertising using persuasion principles: Predictive validity and proof of concept. European Journal of Marketing, 50(1/2), pp.294-300.

Sharp, B. and Hartnett, N., 2016. Generalisability of advertising persuasion principles. European Journal of Marketing, 50(1/2), pp.301-305.

van Reijmersdal, E.A., Boerman, S.C., Buijzen, M. and Rozendaal, E., 2017. This is advertising! Effects of disclosing television brand placement on adolescents. Journal of youth and adolescence, 46(2), pp.328-342.

Yang, K.C., Torres, D. and Ramirez, A., 2018. Emerging Agencies and Best Practices for Multi-Platform Advertising. In Multi-Platform Advertising Strategies in the Global Marketplace (pp. 302-328). IGI Global.

Zenetti, G. and Klapper, D., 2016. Advertising Effects Under Consumer Heterogeneity–The Moderating Role of Brand Experience, Advertising Recall and Attitude. Journal of Retailing, 92(3), pp.352-372.

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