Apple Commercial- Outline
Thesis Statement: The Apple commercial works to bring out an emotional appeal to audience,
especially connecting to Chinese culture and traditions to appeal to the Chinese market in a bid
to expand Apple markets into the country.
II. Character credibility
III. Target market and persuasive techniques
IV. Consumer behavior and cultural influence
VI. Consumer identity and social class
Running head: APPLE COMMERCIAL
Advertising utilizes various appeals to target customer classes for the products and
services that the marketer aims to push to that market. The commercial titled The Old Record Apple China Commercial is about a young girl who digitizes an old record playing the song
“Forever Smiling” by Pan Dihua, who was popular in the 1960s. The girl presents the digital
copy of the vinyl recording to her grandmother on an Apple iPad. The commercial involves only
two characters; the girl and her grandmother. At the beginning of the video, the older woman
looks curiously at younger one while she enters the store. There is little to show credibility for
both characters. However, when the girl is recording the vinyl, she also plays a guitar which
makes her seem more conversant with matters of music. This adds to the character credibility.
The Apple commercial works to bring out...