Misunderstood and Technologically Savvy Drawing up the blueprints for an attention-grabbing commercial isn’t an easy task. Commercials air often and it can be easy to forget the thirty-second ad. Consequently, television commercials are working hard to keep you intrigued by the different approaches and designs. The technological powerhouse known as Apple flourishes in business thanks to the versatility in its commercials. Apple’s advertisements vividly portray the impact and view of technology alongside American values and culture. From the invention of the telephone to computers, technology is advancing at a faster pace than the average individual sees. The IPhone, sitting somewhere between the telephone and the computer, seems to be one of the most sought after pieces of technology today. There is practically nothing a phone can’t do nowadays and everywhere you look, including in commercials, someone has an IPhone on hand. Throughout history in America, technology is the medium by which we are getting things done. It has transformed how we approach situations and how individuals act in society. Different generations rely on technology differently. While older generations didn’t have such advanced technology and aren’t accustomed to it being around so often, this generation grew up with it in his or her life. It is often dubbed as rude to have phones out while with family and while out with friends. This commercial is taking the image of wasted youth and turning it around. It is portraying how this ‘misunderstood’ teenager is using Apple products to create a movie that his family can cherish for years to come. While this advertisement tugs at the heartstrings and makes the viewers want to buy and IPhone, it is extremely stereotypical. For the duration of the commercial, the teenage boy is the only one using technology while the holiday celebrations are occurring, but today’s teenagers are not the only age group using the IPhone. Though in this specific advertisement the teenager is using the phone for productive activities, that isn’t always the case. Apple knows what audience to direct its product to and that is the generation of technologically savvy teenagers. Teenagers have almost become reliant on cellular devices and Apple says that if you buy their phone for your teenagers, they will use them to enhance their lives, not to waste the days away on mindless scrolling. The commercial, at first glance, is intended for the viewers to buy their grade-A phones for the holiday season. The company combines an image of a high demand product and a happy holiday to show a different side of the product. The whole commercial has a pleasing aura that seems to warm the heart. The commercial shows Christmas as the only holiday being celebrated in the United States. The vast array of holidays related to other religions, including Hanukah and Kwanza, seem to be forgotten in this commercial. The commercial portrays the traditions of a Christian’s holiday down to the last dot, but it isn’t portraying how important other religions and their traditions are to the American culture. In the ad “Misunderstood”, Apple starts by showing the typical, American teenage boy, always on his phone supposedly texting, tweeting, or playing games during the holiday season. Arriving at the Grandparents house, family is running out to greet more family members. An actor holding the infant yells, “There’s Grandpa,” showing the excitement that comes with the holiday season and the tradition of going to Grandpa’s house to be with family. While receiving a hug from his grandfather, the teen never loosens grip of his phone on hand. The irritation from family members is rising and it shows in many faces, which is common in many households throughout the season. The teen seems to be ignoring all the family bonding time and special events that are suppose to bring you closer as a family; Family events such as cookie decorating, snowman building, ice-skating, tree decorating, present opening, and much more are taking place in this “picturesque holiday.” While the teen is on his phone, no one seems to pay much attention to the Scrooge and they don’t understand why he is keeping to himself. “Misunderstood,” by Apple can represent many different things if perceived from a different point. During the advertisement, the ‘perfect’ American Christmas holiday is shown. What better way to celebrate Christmas than by playing Christmas music in the commercial? The background music to the commercial is “Have Yourself a Merry Little Christmas.” The delightful and common music gives an overall warm, fuzzy holiday feel to the advertisement. Also, the voice and tempo of the song add a certain attitude that lures you to the advertisement. The slow and soft voice makes it seem as if you were having a flashback to your Christmas and all the memories. The company chose the familiar Christmas song to link memories and lyrics from the song to the product. During the holidays, Christmas music is blaring from the radio, so every time you hear “Have Yourself a Merry Little Christmas,” you think about the IPhone and how the product can bring a “misunderstood” family member closer. If examined closer, commercials represent more than interpreted. Apple’s “Misunderstood” advertisement appears to be luring customers to buy the top-of-the-line product, but the advertisement is also revealing American values. The advertisement ties together how valuable family time is during the holidays and how the younger generations, that relies on technology, can utilize IPhones to make the perfect holiday gift. Apple is showing that using their products are not destroying human conditions, but aiding in enhancing our lives, one small video at a time. With commercials airing so often, advertisement companies, including Apple, rely on catching America’s attention and adjusting to the changing products to keep the money flowing.

http://www.youtube.com/watch?v=v76f6KPSJ2w