iPad 01: Slogan - Re-Learn…Everything.

Apple iPad. Change rocks. Re-Learn…Everything.

This is the basis for this ad campaign. A purposefully simple and direct statement designed to highlight not the usefulness, not the technology, not the style, and certainly not the price, but it highlights the revolutionary aspect that the Apple iPad brings to the computer industry, and to life in general. The statement implies that the iPad changes things. And it does. Not just technologically, as with its touch screen computing technology, but in other industries as well. “As with television and radio, new technologies such as the internet would again bring new media to the advertising industry, introducing such formats as promotional web sites, web banners, and internet films.” (Landa, p. 13). Entertainment, book reading, internet surfing, application design, even email and social networking are all affected and essentially changed by the large-scale distribution of a technology different from the standard mouse, point, and click interface. That is the beauty of iPad, and it is worth re-learning.

Change is an essential part of life and human survival, so it is a wonder why so many people are resistant to it, in sometimes violent ways. In fact, change, especially in this case (as in the emerging technology of the iPad) is fun and exciting. And while it may take a slight amount of effort, relearning what you think you know about computers, entertainment, and the computing life in general, is well worth the effort.

This slogan is meant to go hand in hand with a strong visual message that compliments the “re-learning” element being emphasized. Apple advertising through the years has maintained a strong and consistent visual appeal, and this ad will be no different. It will implement strong visual stimuli accompanied with concise, relevant copy that will go a long way to both emotionally connect with the intended audience as well as educate them on the finer, more technical points of owning and enjoying an iPad. “Just like a synergistic reaction between two drugs, where the effect is more than additive, advertising depends upon a synergy of the visual and verbal to communicate with the most power.” (Landa, p. 52) By understanding the simplicity involved in the relearning process as well as all the options for life and entertainment that will be available by purchasing an iPad, this ad campaign will drive sales to new heights and open up new audiences and markets unreachable through the previous campaign.