DYNAMICS OF PERSUASION IN ADVERTISING: AN ANALYSIS OF APPLE COMMERCIALS

Advertising through television commercials has always been at the forefront of persuasion. With different techniques and creative strategies, brands have pushed their products as a necessities rather than consumer goods, with devices or services to better consumers’ lives. This thesis studies the dynamics of advertising in terms of persuasion, and the shift in the culture of Apple marketing when Steve Jobs served as CEO of Apple, compared to the reign Tim Cook as CEO of Apple. The method of content analysis using a qualitative approach was utilized to explore the use of different stereotypes in commercials, and how stereotypes are used to produce loss and gain frame. The qualitative approach to content analysis also helped to understand the shift in persuasion strategies during the time Steve Jobs served as the CEO of Apple and compared to that of Tim Cook as CEO of Apple.