Globalization and Apples

Globalization can be defined as a multi-national integration of cultures and economies. Through trade, transportation, and communication the world has sought to make itself "smaller", so to speak. This effect can be attributed to innovations in technologies. Moreover, when companies cross national borders and sell their products, they can instill their customs and values on foreign lands.

Along with globalization comes the concept of "hybridity". When corporations establish business overseas in a different country, they will inevitably bring over traits and ideals from their native country. What hybridity argues is that these customs that foreign companies bring over do not homogenize native culture, but instead make it more eclectic. In other words, the foreign company would only add culture rather than take away culture. This produces a new mixture of culture.

This is evident in Apple's influence over other countries. With the products they sell (iPods, laptops, computers, etc...) we see a growing number of foreigners adapting to the western culture while still maintaining their original values and standards. What Apple does in foreign countries is create a hodge-podge of customs and thoughts among foreign nations, and in some cases brings back influence to its native land.

The iPod and YOU!

Apple's iPod advertisements are notorious for exploiting teen pop culture and using obscure music to make themselves seem "relatable".  However, recent iPod commercials have deviated from the standard hipster silhouette dancer to a first-person view approach. First person in the sense that now the ad simulates the viewers hand gripping the product and interacting with it. This no longer makes the recepient a spectator, but instead a participant. Advertisements have shown an increasing shift to this method. What better way to sell a product than make the viewer believe he's already gotten a taste of it?



These types of commercial use a technique that makes viewers feel like partakers in the whole ad experience. This really plays into the minds of consumers that can visualize themselves with the product. This is a very effective way to get someone to buy something. Not to mention, by giving you a small taste of the product, advertisers make way for even greater requests. Viewers are more likely to accept large requests once they've had exposure to small ones. "Would you please try this product? Now that you've tried it, why not buy it?"

Advertisers carefully design these types of ads in order to captivate both young and older audiences by eliminating the face of the central figure from the advertisement. Because you can't see his or her face, the age of the main character is unknown and therefore doesn't make people feel too old or young to buy the product. By allowing the viewer to "hold the iPod", advertisers in a way also use the classic "foot-in-the-door" technique. "You may not have the product yet, but here's a taste". We see the main character (aka "You") hold the iPod and cycle through its many neat applications and music. This technique is very common among salesmen and has proved to be successful over the decades.