FACULTY OF LANGUAGE AND COMMUNICATION

UNIVERSITI MALAYSIA SARAWAK

ASSESSMENT 2 (30%)

Course Code English for Global Branding

Course Title English for Global Branding

Semester & Session SEM 2, 2022/2023

Mohd Nazirul Bin Nuriqmal 75770

Names & Matric. No. Mohammad Zainudin Fradaus bin Drahman 77592
Muhammad Nur Iqmal Bin Norhanizat 75913
Muhammad Azrulizzat bin Jossbi 77603
Steve Harisson Anak Maja 77672

Submission Date 9th June 2023

Lecturer Dr. Soo Ruey Shing

Criteria/ scores Marks

 Analysis of lead [3 marks]

Analysis of display [3 marks]

Analysis of emblem (visual) [3 marks]

Analysis of announcement [3 marks]

Analysis of enhancer [3 marks]

Analysis of emblem (linguistic) [3 marks]

Analysis of tag [3 marks]

Analysis of call & visit information [3 marks]

Conclusion & generic structure [2 marks]

Language [4 marks]

Total

Part A: Background of the company and the brand

Apple Inc. produces and markets consumer gadgets, software, and internet services. Steve
Jobs, Steve Wozniak, and Ronald Wayne founded Apple in 1976. Apple is known for its iPhone,
iPad, Mac computers, Apple Watch, and Apple TV. These devices are sleek, user-friendly, and
integrated hardware, software, and services. Apple's mobile devices and computers run iOS and
macOS, creating a cohesive ecosystem.

Apple also sells software and services. iTunes, now Apple Music, made music buying and
listening legal and easy. The App Store, the largest mobile app platform, has changed
smartphone usage. Apple Pay and Apple Arcade offer seamless payment and gaming
experiences, while iCloud lets customers store and sync data between devices. Apple's brand
values include privacy and security. The company encrypts user data and protects it against
unauthorised access. Apple's privacy policies have earned consumers' trust.

Apple now emphasises services like Apple Music, Apple TV+, Apple News+, and Apple
Fitness+. Apple users may access these entertainment, news, and fitness options. Apple has set
industry trends in design and technology. Apple is a global consumer electronics leader due to its
dedication to quality and loyal client base.

Apple's flagship iPhone 12 Pro combines cutting-edge technology with exquisite

aesthetics. The iPhone 12 Pro looks luxurious with its stainless steel frame and Ceramic Shield
front skin. The Super Retina XDR display produces amazing images with accurate colour and
brightness. The iPhone 12 Pro's A14 Bionic CPU delivers smooth multitasking and gaming. Its
triple-lens camera with LiDAR technology takes professional shots and films in low light. 5G
connectivity on the iPhone 12 Pro speeds up downloads, streaming, and communication. The
smartphone also has Face ID, water and dust resistance, and interoperability with many
accessories and services. For individuals who want an exceptionally intelligent smartphone with
an immersive user experience, the iPhone 12 Pro is ideal.

Part B: Analysis I (the visual component)

 Picture 1

1. Lead: The Locus of Attention (LoA) & the Complementary Locus of

Attention (Comp.LoA) (Based on picture 1)
a) Locus of Attention (LoA)

Design and Aesthetics. Apple emphasises the design and aesthetics of the iPhone 12 Pro
in its ads. The locus of attention may be on the sleek and modern look of the device,
showcasing its flat edges, glass front and back, and color options. Apple aims to create a
visual appeal and position the iPhone 12 Pro as a premium and desirable product. In terms
of display and visuals, the iPhone 12 Pro's display is a key selling point, and Apple
focuses on it in its ads. The locus of attention may be on the Super Retina XDR display,
highlighting its vibrant colors, high contrast ratios, and support for HDR content. Apple
aims to capture attention by showcasing stunning visuals and immersive experiences on
the iPhone 12 Pro's screen.

Subsequently, camera capabilities. Apple emphasises the camera capabilities of the

iPhone 12 Por in its ads. The locus of attention may be on the dual-camera system,
showcasing its ability to capture high-quality photos and videos. Apple highlights features
such as Night mode, improved low-light performance, and the versatility of the camera
setup. The goal is to position the iPhone 12 Pro as a capable device for photography
enthusiasts. Next is, performance and power. Apple often showcases the performance and
power of the iPhone 12 Pro in its ads. The locus of attention may be on the A14 Bionic
chip, highlighting its speed, efficiency, and ability to handle demanding tasks and
graphics-intensive applications. Apple aims to create a perception of high performance
and seamless user experience.

Furthermore, connectivity and 5G. Apple emphasises the 5G connectivity of the iPhone
12 Pro in its ads. The locus of attention may be on the faster download and upload speeds,
improved streaming quality, and enhanced network performance. Apple showcases how
the iPhone 12 Pro enables users to stay connected and enjoy a seamless online experience.

Overall, the locus of attention in Apple iPhone 12 Pro ads revolves around the design,
display, camera capabilities, performance, and connectivity of the device. Apple
strategically positions the iPhone 12 Pro as a technologically advanced and visually
appealing smartphone, capturing attention and generating interest among consumers.

b) Complementary Locus of Attention (Comp.LoA)

Firstly, contextual environment. Apple often creates a specific environment or setting in

its ads to complement the primary focus on the iPhone 12 Pro. The complementary locus
of attention may include visually appealing backgrounds, vibrant locations, or carefully
chosen props. These elements establish a context that enhances the overall message and
adds visual interest.

Secondly, supporting characters. Apple frequently includes supporting characters in its

iPhone 12 Pro ads to showcase the device's features or demonstrate its impact on people's
lives. The complementary locus of attention may involve individuals interacting with the
iPhone 12 Pro or using it in various scenarios. By featuring diverse individuals engaged in
different activities, Apple creates relatability and reinforces the idea that the iPhone 12
Pro is suitable for everyone.

2. Display
 Picture 2

In terms of explicit, in iPhone 12 Pro ads, explicit elements may include features like the
design, display, camera capabilities, and performance, which are explicitly showcased and
highlighted.

In iPhone 12 Pro ads, implicit element consists of, status and uxury. The advertising hint
at the iPhone 12 Pro's prestige. High-end visuals, quality materials, and exquisite
aesthetics convey that possessing this item increases social status and implies discerning
taste. Secondly, ingenuity and cutting-edge technology. iPhone 12 Pro commercials
suggest the gadget is the peak of technological ingenuity. The iPhone 12 Pro's futuristic
looks, advanced functions, and pioneering capabilities convey that it is technologically
advanced.

In iPhone 12 Pro ads, congruent elements would be include visuals of the device's
premium positioning, sleek design, and advanced features. The ad elements work together
 to reinforce the key messages and create a cohesive and unified brand image.

Regarding the incongruent elements in the iPhone 12 Pro ads, it is important to note that
Apple's advertising approach typically emphasises congruency and consistency.
Therefore, it is less common to find incongruent elements in Apple iPhone ads.

3. Emblem

Picture 3

Part C: Analysis II (the verbal/ linguistic component)

1. Announcement: primary; secondary

 Primary Announcement

The primary announcement uses attention-grabbing language to capture the viewer's

attention and create interest. This include phrase like "Faster Forwad." This phrase is
designed to pique curiosity and engage the audience from the start. The phrase 'Faster
Forward.' tells us that, users get to experience the power of progress with their most
advanced smartphone which is Iphone 12 Pro. It also signifies that the device is designed
to provide a faster and more efficient user experience.

Secondary Announcement

Secondary Announcement

The secondary announcement utilises descriptive language to highlight the specific

features of the iPhone 12 Pro. This include adjectives and adverbs that emphasise the
advanced camera capabilities, faster chip and 5G connectivity. Next is the linguistic
components that includes technical terminology to explain the advanced technologies and
functionalities of the iPhone 12 Pro. This can involve terms related to photography, such
as Pro camera system, term related to connectivity like 5G speed and term related to
processing chip like A14 Bionic. Besides, secondary announcement also employ
comparative language to emphasise the improvements or advantages of the iPhone 12 Pro
over previous models or competitors. For example like “fastest chip in a smartphone” to
convey the device's superiority in specific areas. Other linguistic components such as
focus on the benefits that customers can expect from the highlighted features. This include
phrases like "Pro camera system that takes low-light photography to the next leve". This
statements highlight the value that the iPhone 12 Pro brings to the user experience. Lastly,
the linguistic components in the iPhone 12 Pro ad is concise and impactful, delivering the
key information efficiently. They aim to capture the viewer's attention and convey the
intended message clearly and succinctly.

2. Enhancer

Enhancer

The enhancer for this ad is the visual appeal the iPhone 12 Pro itself. It feature visually
stunning shots of the device, showcasing its sleek design, vibrant display, and iconic
Apple aesthetics. These visually appealing images and videos aim to capture attention and
create a desire for the product.

3. Emblem
 Emblem

The emblem featured in the advertisement represents the official logo of the little bitten
Apple Brand. The emblem includes the textual component of the brand name itself,
which is "Apple." This textual representation serves as a visual reinforcement of the
brand and helps viewers associate the emblem with the Apple brand identity.

4. Tag

The tag emphasise specific features or capabilities of the iPhone 12 Pro such as the
smartphone’s processing power. For instance, "A14 Bionic, the fastest chip in a
smartphone".

5. Call-and-visit information

In iPhone 12 Pro ads, call-and-visit information is typically not explicitly

mentioned or provided. iPhone ads primarily focus on showcasing the device's
features, design, and capabilities, rather than providing contact information or
specific details on how to purchase or visit a store. The purpose of these ads is to
create awareness, generate interest, and build desire for the iPhone 12 Pro among
the audience.
Part D: Conclusion

In summary, generic structure of the Apple Iphone 12 Pro ads consist of: 1) introduces
the iPhone 12 Pro by displaying the device and providing an initial overview. This section
highlights the key features and design elements of the iPhone 12 Pro, such as its sleek design,
advanced camera system, or powerful performance. It also include a brief tagline or slogan to
reinforce the product's positioning; 2) The body of the ad focuses on showcasing the specific
features and capabilities of the iPhone 12 Pro. This include highlighting the device's camera
performance, 5G connectivity and advanced processing power. Each feature is typically
presented in a visually appealing and attention-grabbing manner to emphasise its value to the
viewer; 3) Benefits and User Experience: The ad emphasises the benefits and user experience
that the iPhone 12 Pro offers. This section may highlight how the device can enhance
productivity, creativity, or entertainment for the user.