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Morning Ride: Storm Struck

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Ad Analysis of Apple, iPhone 7 – Morning Ride: Storm Struck
The use of the expressions, camera angling, and weather control are some of the most basic tools advertisers use to reel their audience in. A very violent thunderstorm is raging outside, but that’s not stopping this cyclist from taking his day’s journey. After gearing up and strapping the water-resistant iPhone 7 to his bike. His facial expression shows that he’s confident, fearless and determined enough to sail out into the storm knowing his iPhone won't wither away like the witch getting drenched in water. The Apple iPhone 7 ad “Morning Ride” appeals to a brave, fearless, athletic audience by using a thunderstorm, fearless expression, intense music, and …show more content…

During the beginning of the ad, the actor is looking outside the window to see how bad the storm is going outside, and when he checks the weather app on his phone it mimicked the thunder and lightning going on outside. The iPhone casted a reflection of the weather the actor seen outside. I believe that they incorporated the scene to show the viewing audience how intense the thunderstorm really was. According to Niel Hughes from Apple insider when discussing Apple’s weather app and its uniqueness, “One of the most significant aesthetic changes in iOS7 is found in the iPhones native weather app, which has been redesigned with moving three-dimensional graphics that illustrate the current conditions.” Apple is showing off one of the new features that the iPhone has compared to older models. This supports the dark and unpromising tone because even from seeing the horrible storm going on outside, the actor still looks at the weather app on his phone just to see the same thunderstorm happening. These both were very clear signs that the cyclist shouldn’t have even touched the outdoors today because of the possible danger he would be placing himself

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