Apple's Analysis

At the beginning of apple's ad, we see people walking and listening to their walks and others watching a strange video. Those people look very strange as they were functionning in mechanistic way. They are all wearing dark clothes, they are sad and they seem to behave like if they were machines and not human being. At the same time, we can visualize some policemen pursuing a young woman, wearing bright colours and running in direction to the projection that those "prisoners" were watching. Then, the woman throw out a hammer in order to broke up the screen in which there was the projection of what those men were watching.
After watching this ad, we can conclude that apple's used fear appeal to deliver its message. Also, the company targets all people from modernized societies. In fact, apple's professionals wants to show that their creativity and innovation will end-up this monotonous way of life and bring to it something fresh with colours, happiness, and dynamism. These greatful changes are illustrated by the woman wearing red and bright colour, and the policemen want to stop her because this product might be considered as a kind of revolution. However, ad the end end of the ad, the slogan is: "1984 won't be like 1984". In other words, apple wants to show that it will change the world and improve the life of human being.

Boots'Analysis:

This advertisement is about Boots, which is a British Pharmacy chain that uses emotional appeal to deliver its messages. An emotional appeal is "related to an individual’s psychological and social needs for purchasing certain products and services". Many consumers are emotionally motivated or driven to make certain purchases. Emotional appeal includes personal and social aspects.

• Personal Appeal:
  Some personal emotions that can drive individuals to purchase products which is in this case realted to safety, humor, joy, happiness, and sentiment.
  
• Social Appeal:
  Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval. This case deal more with involvement.
  

In this ad, we can first visualize people from different ages, genders, and occupations looking through out the window and showing a kind of annoyance and sadeness. In fact, those people are looking at the sky as they were expecting something to happen . At the same time, we can listen to slow music that perfectly matches with the actions and facial expression of each one of the actors. Suddenly, when the sun comes out from behind the clouds people run fastly from their homes and work to catch it and to profit from each single sunny moments since it is well-known that summer in England is considered as an unpredictable season. In fact, to illustrate how people are busy, dynamic, and more active, the music becomes faster.
However, as the sun goes down, people stop doing their activities, all of them look at the sky, and we can notice that their facial expression changes to disappointment. The music slows down again to illustrates the return to the boring routine.
To conclude, Boot's chain targets British people from all social and educational classes to incite them to consult the Sunshop agency to provide them with all the necessary information about the weather and especially some sun care advice.