In this ad I can only assume that the character would be the hand. Every movement of the hand is intentional and fluid in motion. It opens the seal of the envelope and slowly reveals the Macbook Air. Pushing the screen up with one finger and the notebook doesn't move. The setting is a white room that has nothing in it but the Macbook Air, and the envelope that it was in. The plot would be the unveiling of the new Macbook Air. The worlds thinnest notebook. The music being played is a song called "New Soul" by Yael Naim. It has an upbeat temp and I feel it could be described as light.
There isn't a real "conflict" in this ad that I see. There is an idea that there is a need for a new notebook for the user that doesn't need much to a notebook. This is for the user that wants to be able to use the Internet and use the laptop for small things like maybe photos (because there is no disk drive), but there is a usb 2.0 port.
Apple shows that there is a notebook for the purpose listed above, and they have it. They show that it is brand new and its the thinnest. This laptop is ready for Internet 2.0 (but that isn't what is being advertised). The envelope would show that it is the ideal notebook for travel, and it an easy carry-on for flights. The finishing of the add is the symbol of Apple over the closed notebook. A simple ad that I think had a main goal to peak peoples curiosity.
3 comments:
Nice blog. You made every point real clear and explained the Mac Book Air very well. I personally, would be worried about snapping that laptop in half.
There isn't the typical conflict and resolution like there would be in most commercials. But I think that the conflict is rather implied. They want you to automatically think of the other thick and heavy notebooks made by other companies. So there is sort of a conflict, "I'm sick of these big heavy notebooks, I'm sure glad this one is so amazingly light and thin, my problem is solved."
I think the idea of implied conflict is really genius, because I wouldn't have looked at this commercial and seen a myth being played out, but rather a product simply being displayed.
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