The APPocalypse Advert Analysis - Report Example

The APPocalypse Advert Analysis

The APPocalypse advertisement focuses on what would likely happen if app makers stopped making apps. To how the world depends on apps, the advert uses a series of events. A new employee at the App Data Center is taken to app store server’s room. Once the new employee is seated at his desk, starts to listen to music from his iPod. He then unknowingly unplugs the cables from the electricity socket to charge his gadget. Consequently, the next thing that happens is the disappearances of apps on people's gadgets. The APPocalypse affects people from all ages, and from different parts of the world. An old Chinese woman is unable to video chart due to the problem. A child's fun is cut short, and he cannot play video games. Vehicle drivers lose track of road because location apps are down. The result is accidents everywhere. In another incident, a young man is sad for he cannot share his pizza with the world. The world leaders are forced to declare the state of emergency till the situation is solved. The advertisement conveys a strong message on the importance of apps to the world by not only using real-life cases but also a range of characters from different ages. It also uses pathos, which according to McCormack (131), entails emotional appeal, to its advantage, to motivate all app developers to makes more apps.

The advert uses an attractive heading "WWDC 2017 — APPOCALYPSE" to capture the viewers' emotional attention. The heading is similar to an apocalypse, which is an invention that involves destruction on a catastrophic scale. The viewers when watching the video, they expect to see the catastrophic scale only that on the apps side. In the society these days, everyone is dependent on apps, which according to Arthur is described as data driven marketing efforts. When the word app is combined with the word apocalypse, there is a high probability that any YouTube user will yearn to view the video to find out more about it. The inclusion of the year 2017, on the heading, further appeals to the viewers that the advert is the latest. It helps separate it from any previous advert by showing that it is an update of current events.

The advert uses a child and young man to show how apps satisfy the curiosity of societal members. The child plays his video game while eating, indicating the magnitude of the child’s desire to complete the game. The child is quiet and seems to enjoy the game. Because the app appears to make the child happy, the parents find time to do other duties as seen in the video. When the APPocalypse happens, the child is mad and starts to scream. When the child is playing the app games, it all appears normal, but when the APPocalypse happens, it is perceived how important apps are with keeping children preoccupied.

On the other scene of a young black man playing his video game, the viewer notices that the man is seated on a street bench. The young man is busy with his game until it is interrupted. It is easy to see how surprised the young man is with the situation. The advert uses this scenario to appeal to viewers, who also happen to be like the young man. Everyone plays video games on mobile phones. But it is possible to ask what would happen if the video games were disrupted. The viewer reflects on this issue at a deeper level. Through this, the viewer appreciates the importance of apps in satisfying their curiosity.

At some point in the video, three people in restraint peruse through their apps and Venmo. They appear to be looking for the latest apps for their phones. All of a sudden, the apps start to disappear. They all freak out at once. It is evident that their search for apps is due to the need of affiliation. Different apps help people interact with other users. With time, people forget to appreciate the availability of apps to enabling them to interact with other people. The advert uses this emotional appeal for affiliation to make the users acknowledge the apps. The viewers are left imagining how life can turn out to be when one is seated in a restaurant, and the mobile phone loses all the applications.

The advertisement uses different vehicle driver scenes to show the universal dependability on the app. When the online map disappears, the drivers panic and start to lose control of their vehicles. In one car, all the three occupants appear to be in panic mode. One person, seated in the back-seat coils himself as the other on the front passenger seat holds a physical map, and he is about to cry. He does not know their location. The advert uses the point where the passenger holds a material map to show dependability on apps. He cannot point their location on the map because the app does that for them and now it has diapered. A few seconds later, they are involved in an accident. The same incident happens to other drivers in the advert. The viewer reflects on the many occasions they have used apps to travel to a place they barely know. They put themselves in that scenario, and the emotional appeal of the adverts is complete.

In the advert, those, who think they have arrived safely, find themselves in a different location, pestering a house owner to open the door. They were in search for an AIRBNB. They appear distressed and in utter confusion. The advert uses the scene to convince the viewer further that the whole world would go into a mess if the apps disappeared.

In the middle of the APPocalypse, the advert uses the word ‘selfie’ to capture the attention of the youths through a young woman. The woman is in distress when the APPocalyspse happens. There is no app to share her ‘selfies’ due to the situation. As a result, she turns to the use of hardcopy photos. Nobody seems to notice her beauty as everyone is running in different directions. Apps help us in sharing images though taking ‘selfies.’ In every situation, people take ‘selfies’ and share them with the help of apps. When the apps are not there, people will not have an avenue to share them. Viewer emotions are captured when they try to imagine that they will not share ‘selfie’ on their phones if apps are not there. A person in another part of the world will not see it.

With apps, people have a chance to improve their appearances without changing their physical aspects. A photo is manipulated to everyone’s satisfaction. There is no need for plastic surgery. The advert appeals to the need to achieve when a couple visits a plastic surgeon to have a face swap. After the surgery, they end up asking each other if they would have stuck to using paste. It shows that they are not satisfied with how they look after the surgery. But there is nothing more they can do. Different apps are used to aid in the application of makeup. The apps are important for both men and women. Advert uses the scene to help the viewer appreciate the fact that apps help achieve how people look or appear today.

A young man stands on top of a vehicle with a microphone as he shouts how delicious the pizza is to show how the apps help share people’s emotional happiness. He shouts "#toodelicioustoshare" and "#doesanybodywantaslice." The scene emotionally appeals to the viewer when they imagine a situation where they will not have a chance to share their food through apps, such as Instagram. Sharing such photos creates fun and leaves no room for sadness. When the apps disappear, the young man cries for he has no place to share his happiness.

In another scene, it is possible to see a man riding on a cart carrying, a car wreckage, as he calls the name Brian. The advert uses the scene to make the viewer reflect on how apps make people reach out to those they are looking for without struggling. All people have to do is leave them a message or call their cell phones. It is evident that the man does not know Brian's full names. It is likely that there are many Brains in the world. The viewers, once again, appreciate how apps help in making the world a global village. The fact that he is riding on a donkey shows that he is about to cross boundaries in search of that Brian.

Overall, the advert helps the viewer to reflect emotionally on how important apps are in the world of today. Apps are used by people across the different age groups. The old grandmother applies it to video chat with their children in another part of the world. The children and the youths spend their free time playing with app games on their tablets and phones. There is no room for boredom in them. The apps also help people achieve their psychological needs, such as finding a food restaurant and sharing food pictures with other people. The advert captures the emotions using this real-life situation that can happen. By watching the advert, it is practical to decipher that app developers are essential to the day to day running of the affairs of the world.