Apple - iPad Air - TV Ad – Pencil

The type of power that is used within the advertisement is influential because the advert is trying to persuade you to buy its product, which is the new iPad Air. Apple have to tried to aim the advert as everyone as their target audience, because of the implied graphology framework which includes a part of everyone lives. For example, ‘to illustrate things, to solve things and think of new things’ which the individual lexis, ‘things’ is repeated throughout.

The Discourse Structure of the advert is based like a story, because Apple hide the fact that it is based on the iPad by using a pencil to help sell the product as of how slim it is, by the graphological technique.  The pragmatics of the advert is that, the iPad has helped people ‘solve things and think of new things’ meaning that if you buy an the new iPad you can achieve more than what you could do with the old one, making it more appealing to the customer. Apple uses a second person noun by the commentator saying ‘We can’t wait to see where you’ll take it next’, which the reader or listener will then react into buying one as because of what it has done to the working environment, and what else it can do. The lexical choice of the advert, use what every Apple fan wants to hear, that it is ‘...thinner, lighter iPad Air’ which will engage the audience as every Apple product has become thinner and lighter. Finally the phonology of the advert is promoted by the use of repetition by saying that;’... to illustrate things, to solve things and think of new things’ which make the reader or listener that the iPad can do anything, giving all the power to Apple because they created a great and unique advert.