Impossibly Small

The impossibly small, 1st generation iPod nano

Visual ads tend to be powerful images that capture the consumer’s eye with a number of techniques. Apple chose a simplistic image, recognizable to many. Their message is powerfully subtle. In this particular advertisement, apple is presenting their 1^st generation iPod nano – a brilliantly successful portable MP3 player, capable of carrying 1 GB of music (about 1000 songs.) The hook to this advertisement, along with many of their ads, is simplicity. They rely heavily on their brand name to speak for itself. This is the best approach in advertisement because they need not list a load of persuasive language to sway buyers. Their products are capable of selling themselves.

        How in the world can something so tiny, so effortless, have the capacity to hold so many songs? If your thinking the same question, then this ad is a success in itself. This is exactly what Apple wants you to think when you indulge in their products – your getting nothing less than the greatest, no matter what. The phrase, “impossibly small,” creates an illusion that this MP3 player is a breakthrough in technology. Compared to similar products, many competitors focus on the little things, rather than the big idea, which is the functionality of the product in the users hand. This is one of the main reasons why Apple soars above the rest of the competition. This in turn, allows them to create simple advertisements that work. Users are expected to bring the knowledge to the table that Apple produces nothing but the best.

        The ad targets anyone who has a passion for music and for the latest and greatest devices of technology. Overall, I feel this ad is extremely successful for one of two reasons. One, Apple is known to One-up all of its competitors year after year. Therefore their ads are successful without much effort. That’s the beauty of their advertisements. They can be so effortless and subtle, yet attract so many people season upon season. And two, they nailed it with the slogan "impossibly small." This leaves the consumer thinking, "we did it! We finally made the world's smallest MP3 player, how do I get one?" The feeling of breakthrough. Nothing compares. Although some could argue that it’s just another MP3 player, think about how difficult it would be selling as many units as they have with nothing but a black backdrop, 4 words, and a picture of the product. Good luck.

[Chapter 2 – 106]