Apple corporate video analysis

Apple Inc. formerly Apple Computer Inc. is an American multinational corporation headquartered in Cupertino, California that designs, develops, and sells consumer electronics, computer software and personal computers. The grandeur of the company is very apparent quite quickly through the way the promotional video is filmed with its crisp high end visuals and editing. The mise en scene gives us many more clues to the strength of the company as well as helps show quite a homie, friendly work place for the professionals to work in. The money put into this is very clear from the huge number of shots in a scene showing as many perspectives as possible. It is also obvious money was put into this from the number of locations across the world that the video takes place in. This is used to show the great diversity of people and cultures working for the company. Apple also wants to show that they are not a sexist organisation and show women using equipment and having important roles within the company.

The pace of the video is very affective at selling the video as it begins very simply and understated and builds to a crescendo of positivity and self-worth. This build up in the video makes the information at the latter stages of the video seem more important. The information given at the end is a lot more personal to the more general information early in the video. Giving the more personal information a greater status makes the audience who are watching the video with the intentions of applying for a job or joining the company a real feel of having a purpose within the company as well as the knowledge they are going to a job that could help you find meaning. This is directly told to the audience at 4:15 only 20 seconds or so from the end.

The use of camera in this video is very subtle throughout with just tiny adjustments however these little movements make the video come to life and make it more three dimensional. A great example of a movement changing the feel of the images happens right at the start of the video where a shot of a sign introduces us to the company. It would have been very easy to stick a camera down and get a locked off shot of the sign. However in the video the shot pans over to the right adding life to the shot and that movement engages the audience instantly to what they are watching.

The sound in the video is really vital as well. The non-diegetic sound in the video adds to the style of the video with its calm and bouncy rhythm keeping the audience feeling good and engaged to diegetic sound, the people talking and what they have to say.  In several moments in the video the music builds up so it is louder and the pace of the music quickens this always happens when someone is trying to make a point they wish to get across.

I think the video is very effective in making the audience feel like Apple is a friendly and fun company to work for, that also keeps you engaged in your work and making great products for consumer. After the video finished I found myself feeling like backing Apple as the people in the video were all smiley and seemed genuinely nice and interesting people to work with which of course is what the company wants when making this video.