Promotional Video Analysis

With this product marketing video from Apple we see many techniques used to promote the MacBook Air to its target audience. From the beginning, the video has a voice over narration from a senior product manager at Apple, so this gives the audience the impression that the narrator knows the product well and is telling the truth about the product and what it is capable of. The video also targets individual audiences throughout, by mentioning specific things about the product that apply to those audiences, for example for the more tech savvy audience the video goes into the specifications of the macbook such as when she mentions the 'Eighth generation dual core processor', techy people will be impressed and become more interested in the product because of its capability. It also targets people who might be into graphic design or photography by the mention of the screen and retina display, and also the applications that come with the product, and so that audience will be interested by the idea that they can improve their work with the features that are available. The video is also made to be very aesthetically pleasing by using a 3D model of the product and making the camera pan around it, and through it showing off every detail as the narrator explains every detail, and for those who just want a nice looking MacBook this shows that to the audience.

This is a short B&Q advert from 2018 that only lasts 30 seconds but gets across it's selling point and brand. It starts off with medium to long shots of homeowners looking miserable and disappointed and then cutting to a shot of what is causing the disappointment, this is then followed by a close up of an object shaped like an animal with them saying 'Do it' repeatedly cutting between all three different homes and people with the phrase repeating over and over again. This is to reinforce the brand of B&Q being the place for DIY and so it gets into the heads of the audience that they should solve their home issues themselves and to do that they should go to B&Q to get the materials. This is shown when after they stop saying do it, the camera jump cuts to shots of medium shots and close ups of B&Q workers holding items that they sell and that are very useful. This provides the audience with the idea that whatever they need ranging from paint to tools, the store will have it available for them on hand without needed to wait for ages to get it or someone to do it for them. Then we see shots of the people using the products, which can show how easy to use they are once again furthering the idea of DIY.