The average person is exposed to a plethora of advertisements daily. When exposed to this many advertisements we may not be aware of what these companies are really trying to sell us. In Apples advertisements, Apple uses techniques such as language alignment, simple language, unfinished words, and even. and to grab consumers attention towards their advertisements. To make their products stand out, they take a different route than their competitors. Apples ads, for the most part, are short and to the point. They use bright colors and interact and connect with its customers on a personal level and thus have been a successful company. Apple is not only selling customers their products such as iPhones or iPods, they are selling style, simplicity, and even individuality.
In Be All That You Can Be: The Company Persona and Language Alignment, Frank Luntz goes into detail about the language a company uses and the persona they give off to their customers. Luntz describes the term language alignment, when the message, messenger and receipt are all on the same page. Language alignment is actually a rare occasion, to get multiple groups of people to be on the same page is very difficult as everyone interprets things differently. Luntz says The language in the ads and promotions must match the language on the street, in the shop, and on the floor (Luntz 379). This way they would all be on the same page and this is even an appeal to some groups of people who use slang words or have a certain style. Apple even uses this technique without really using words. In one of Apples advertisements, there seems to be many young, cool and hip teenagers all listening to their iPods and dancing. They look to be enjoying life by expressing their individuality, each having their own different color of iPods, background color and even the style of clothes they are wearing. This specific advertisement has no words in it whatsoever but is still very efficient.
