Brand Identity and Customer Engagement in Apple's iPhone 14 Ads: A Multimodal Critical Discourse Analysis

Abstract

This study examined Apple's iPhone 14 advertisements using multimodal critical discourse analysis to see how Apple uses multimodal language to connect with consumers, highlight the iPhone 14's features and benefits, and reinforce its position as a technology leader. After Apple's September 7, 2022, announcement event, three iPhone 14 commercials were examined (Apple, 2022a). The first iPhone 14 ad highlighted its professional camera, always-on display, and dynamic island. The second ad addressed privacy and data protection, while the third promoted creative expression and community.

According to the findings of the study, Apple generates enthusiasm about its products by combining compelling and persuasive language with cinematic imagery, dramatic music, bold font overlays, and emotive and descriptive language. The advertisements feature professional photographers utilising the phone's camera capability in order to lend credibility to the product and demonstrate its capabilities. The employment of cultural discourses on technology, innovation, and creativity in Apple's advertising helps to strengthen the company's brand identity as a company that prioritises the user experience, the satisfaction of its customers, and the protection of its clients' privacy.

Persuasive approaches, emotional appeals, and social proof in ads can help organisations develop brand identification and engage customers, according to the study. The report also proposes studying how these ads affect consumer behaviour and brand loyalty.