Cultural Meaning Name: Institutional Affiliation: Date: Cultural Meaning Introduction Major organizations and companies employ diverse techniques to market their products and services to the consumers. Typically, advertising is often used as a marketing communication strategy in a bid to influence the buying behavior of the consumers simply by promoting a particular product, service or the company as a whole (Cluley, 2017). To achieve this, the different advertising platforms mainly focus on creative positioning media. As such, the strategy utilized strives to spearhead and boost increased awareness of what is being offered. More precisely, choosing the right media vehicle for the particular advertising initiative is greatly determined by the targeted audience and its scope as well (Starostin, 2014). In an attempt to reach a wider audience depending on the particular product or service being promoted, broadcast and digital media vehicles may be selected over the traditional ones like the print media vehicles. Telstra – “Together, it’s magic” advert Sign and symbols The 60 seconds commercial launched in mid-2018 features various aspects of the modern-day technology and increasing need for connectivity in nearly all areas of the contemporary world (Telstra, 2018). Basically, the advert is all about a young woman who takes a walk heading to the shops. The main theme as presented by the advert is not entirely centered on the walk by itself but rather the turns of events that follow. Evidently, the experience is quite delightful as she meets people and her interaction with nature. The lights across the city also seem to glow pleasantly and bring the entire city more energetic. On a closer look, the changes are utterly activated through the power of technology. In particular, the actress who is also a celebrity uses her iPhone and Apple Watch as a means of synchronizing dance routines and the light shows as he heads for the shops (Telstra, 2018). Meaning In actual sense, the experience is way beyond the usual way of life. To begin with, the use of the celebrity is an attempt to attract the attention of the audience and ensure that the message is effectively communicated in the most captivating manner. For instance, as she encounters people, the gadgets and more so her phone as a way of making the others work in a well-coordinated manner. In essence, the kind of coordination achieved is a show of how new technologies in the form of her iPhone and watch are able to integrate well the available mobile network, Telstra, hence the eye-catching phrase “Together, it’s magic” (Telstra, 2018). Implications Most certainly, the advert targets the digital generation that has greatly been influenced by the emerging technologies and the need to stay connected. The iPhones including the much-hyped Apple Watches have deeply penetrated into the markets with nearly everyone having or desiring to acquire some of these gadgets for their communication purposes. In the process, the country’s fastest mobile network has seized the opportunity to ensure that the audience can have confidence in possessing some of these gadgets and use them in the most convenient manner. In overall, the advert attempts to increase more awareness on the ways through which technology and connectivity through a reliable mobile network can be utilized to improve the overall welfare of the populations in the most convenient manner. References Cluley, R. (2017). Essentials of Advertising. London: KoganPage. Starostin, V. (2014). Essentials of Advertising. Retrieved from https://www.slideshare.net/VasiliyStarostin/essentials-of-advertising Telstra, (2018). Telstra – “Together, it’s magic”. Retrieved from https://www.youtube.com/watch?v=mSxISgKcQps – Barbra Dozier’s Blog
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