Blog Post #1

Using the technique of semiotic analysis, the first eye-catching aesthetic that is attracting the viewer's attention is the iPhone 6 with a digitally enhanced projection of a pink-colored flower within the screen.  The desire of an individual to obtain the latest version of the product is associated with the concept that cultural codes promote technological progress (as in continuity) and gives a sense of catching up with the rest of society, hence driving the individual to obtain that end. It is larger in size than the previous iPhone version with a smooth metal surface that meets seamlessly with the new Retina HD display, giving out a state of form in which hardware and software function in flawless unison that creates a new generation of iPhone that is "better by any measure." With only the words "bigger than bigger" below its name, it points out that while it may have the same capabilities as the previous iPhone, the iPhone 6 is nevertheless more larger and has higher definition in terms of the quality it provides to the viewer when the device is used to show videos, record moments, or take pictures, creating a big step for the Apple company since the very first iPhone was introduced. Thus, it is an example of Vladimir Propp's theory of diachronic analysis, which presents how the product, from the first iPhone, has evolved and progressed over the years, as well as an example of Bakhtin's Dialogical theory, suggesting that it alludes both previous and future advertisements that have and still continue to undergo heavy post-production before it can be presented to the public.

In conclusion, the message of the iPhone 6 ad depicted above is to introduce a product that signifies the technological prowess and innovation of humanity's cultural evolution through the effective economic system of capitalism. Indeed, history has proven that since the Neolithic era, the desire to advance through competition against rival nations/companies/tribes and trade between different groups with unique ideas leads into the tools of innovation that are essential to the survival of an entire civilization and the iPhone 6, among the latest of recent accomplishments in technological progress, serves as a good example of that ancient fact.