In a commercial for the iPad air, Apple conveys to their consumers that the iPad air can be used by anyone for many things by juxtaposing not only between the different uses of the iPad air, but also between the different types of people who can benefit from buying an iPad air. The commercial displays the different uses of iPad airs by showing them being used in different situations. For example, in one scene, a man is shown using his iPad air to film a beautiful waterfall while in another scene, a hockey player is using one to review his moves and think of ways to better his routine. By using such juxtaposition between the endless different uses that an iPad air has, Apple is able to show consumers how they can do more with an iPad air than …show more content…
This visual parallelism highlights the fact that the iPad can assist people in maintaining their creative lifestyles. For example, the iPad is used to generate creativity in both the scene where a woman is given digital butterfly wings on a New York rooftop, as well as in the scene where the Kabuki dancer is performing a traditional Japanese dance routine. In both scenes, the iPad is being used as a tool to maintain and foster creativity on opposite sides of the world, drawing a parallel between the iPad and its ability to transcend geography. In other words, highlighting how people from all cultures can use the iPad for creative purposes increases the consumer base and appeals to multiple people. In addition, Apple also juxtaposes between the different types of people who the iPad air can be beneficial to. The commercial is constantly switching between different types of people using the iPad air and it really helps to show how versatile the iPad air is. For instance, in one scene, kids are shown using an iPad air to look for bugs while in another scene, young men are shown using the iPad air for music in a