Tuesday, 24 September 2013


This document is a TV advertisement, released in 2013 by Apple.
 Apple Inc., formerly Apple Computer, Inc., is an American multinational corporation situated in California that designs, develops, and sells consumer electronics, computer software and personal computers. The company was founded on April 1st, 1976, and incorporated as Apple Computer, Inc. on January 3rd, 1977. The word "Computer" was removed from its name on January 9th, 2007, the same day Steve Jobs was introducing the iPhone. Apple is the world's second-largest information technology company by revenue after Samsung Electronics.

This ad introduces the new Iphone 5 and more particularly the Iphone application "FaceTime". It tackles the issue of keeping in touch with the ones you miss when they are away.

This video is made up of a succession of different (2 seconds) shots like the long shot of the father and his two sons on the beach at the beginning of the video or the medium long shot of the man and his dog with the sunset in the background. This kind of editing is very interesting because it gives us the impression that each person is linked to another in the video. It looks as if that they are speaking together even if they don't speak the same language - we can hear a Chinese woman saying "Ni hao." ("Hello.") and another German woman in her house garden whereas most of people in the video speak English - and even if they don't come from the same country (we can make out different types of places : we can notice Tokyo Bay in the background [00:36] or an airport [00:45] ). Besides with this application the two "speakers" can see each other which can be useful for mute people communicating through sign language [00:20]. You can also share your activities with friends and make them take part in what you are doing, at 00:23 a woman is visiting a house and asks the other "FaceTime" user :"Do you think you like it?". Moreover, Apple aims to make this "App" accessible to each and every one because even the little boy [00:43] is able to use it, he is cute because he is giving a kiss through the Iphone. At 00:49 we can see the layout of the application : in the top right-hand corner there is a little rectangle where you can have an outline of what you're shooting while in the middle of the screen you can watch what your friend is filming, then in the bottom left-hand corner there is a micro, it means that you can turn off your micro during the conversation, next to this icon there is another to end the phone call whenever you want, you can easily change the front camera for the one at the back of the Iphone thanks to the icon in the bottom right-hand corner. On the whole Apple wants to make people feel concerned about the progress of new technologies and thus getting more and more consumers : "Every day more people connect face to face on the Iphone, then any other phone" asserts the voice-over.

This video is carefully thought-out and well-edited. We never get bored during the video because it is short and there is a background music from the beginning to the end while the shots fade into the others fluently, the message is clear and summed up : the world "Iphone" and the Apple logo appear in the middle of the image at the end of the video. I find this ad really efficient and convincing! However it only shows the good side of this application (which is normal in advertising, they want to sell their products), indeed, they don't mention how it is difficult to be away from the ones you love, they prefer showing people laughing like the little girl sitting on a sofa [00:09]...

Nowadays, New Technologies enable us to access almost whatever we want. "FaceTime" is an example among many. In fact there are many social networks, free softwares (Skype), applications (Whatsapp) which give you the opportunity to communicate with the whole world. In my opinion, these different means have become essential to keep in touch with your friends or family and moreover to improve the international friendship.


  1. Thanks a lot for support, Yann.
    Now please get fully prepared and be ready for an oral presentation of Post 3 on Wednesday 09/10/2013.