What are the stories that define your era?
The first story I researched into was the introduction of Apple’s iPhone in 2007. Although it may not be openly classed as being a definitive moment in the 21st century, the iPhone was the first of a new generation of smartphones which really did change how we interact with phones forever. The iPhone was classed as ‘a revolutionary mobile phone, a widescreen iPod with touch controls, and a breakthrough Internet communications device with desktop-class email, Web browsing, searching and maps — into one small and lightweight handheld device.’ The iPhone really was the start of a revolution of smartphones which changed everything, for better or worse.
Examples of persuasive media
Who is the audience?
Nowadays the iPhone is something which is widely accessible for a large amount of people, however back when the iPhone was first made and released to the public, it was a very high profile product and coast almost $600 which meant the audience for the iPhone was very different to what it is today. In a document released by apple, the iPhone 1 and its advertisement was particularly targeted at 20-45 year old ‘high earners’ and in particular professionals, managers and executives. Although this was their ideal demographic for the original iPhone, what we know now is that the due to the introduction of the iPhone 1, smartphones from Apple iPhones are now very much the norm in the phone territory. Although the original iPhone wasn’t for everyone due to its price and availability, its overall design and promise meant that in the years to follow, the iPhone would become more accessible for everyone.
The message?
The persuasive media for the iPhone 1, as with many of apples releases was fairly limited to 1 or 2 videos or posters, mainly due to apples large scale releases with Steve Jobs. Apple tend to leave the large reveals and stats to their final reveals and their advertising really reflects this, offering no information about the in’s and out’s of the iPhone.
Apples first advert for their iPhone 1 was called ‘Hello’ and featured a montage or famous actors throughout the years pacing up a telephone to say ‘hello’ ending with a shot of a ringing iPhone. By using so many great films ranging from historical to modern, Apple tried to give a sense of the historical importance of one of the first touch-screen smartphones, which would quickly start to dominate the market.
The message is carried using digital media, using their ‘Hello’ advert and a small amount or posters to go alongside it. The main force for their advertising was the use of the advert and any printed or still media was more to guide the viewer to that advert more than advertising the iPhone.
Overall, although a very questionable method of using only a small amount of advertising, apple very successfully cemented the iPhone into our culture and got the iPhone where it is today.
Ben Jackson 