Corporate Video Analysis (Part 1)

Apple Recruitment Video:

Apple is known world wide for developing, creating and selling reliable, good quality products (consumer electronics, computer software and personal computers) and this idea is portrayed through out their corporate promo video. It is personified by not just content alone, but the actual quality of the video itself, as well snappy pace editing. Which may also be representing and promoting the notion of an ever-changing, ever-evolving company.

It begins with an establishing shot and then features a mixture of shots varying from close ups to wides and everything in between (mainly mids). The majority of the video consists of interviews with employees, combined with a bunch of overlaying footage; talking heads and people hard at work in their various fields. It focuses on showcasing the importance and value of all those behind the company, those that contribute and create the products, which is one of the primary reasons I believe it to be effective. Through out it manages to create this aura of positivity, which is not only apparent in the interviews, but the music and the lighting and style of editing as well. Other than the music, the video consists solely of diegetic sound (created by the subjects that are interviewed).

Visually, it’s not too extravagant, which in some circumstances can be distracting and then may stray from its initial purpose. Although, I do think it’s important for a corporate promo to be interesting and hopefully engaging, especially in terms of mis-en-scene and content. If not, it becomes too dull, leaving the audience feeling bored and then causing them to lose focus. Overall it is simply easy on the eyes, which is comforting. The lighting is of good quality and isn’t overly intense, but helps produce this buoyant atmosphere. It possesses a stylish feel, set in a modern-looking, yet professional, working environment. This is a more subtle form of persuasion, tempting the target audience, showing them what they have to offer (facilities, equipment, working spaces etc).

The employees present the idea of cross-collaboration and working together as a collective, but the prominent focus seems to be on how Apple is like no other, whether it be in the form of their unique products, their encouragement in creative thinking or importance in being apart of something greater and achieving beyond one’s potential. Derrick, who works in Hardware Engineering said: “You will get more out of working here for 2 years than you will get at any other company for 5 years, easily”. It certainly does not lack self-promotion (Apple products and logos are also heavily featured) and although the continuous emphasis may come across as a little pretentious, it should be considered that the whole purpose of a corporate promo is to promote. Therefore, Apple has to be shown in a positive light or it kind of defeats the entire objective all together.

With regards to the representation of the company, a variety of different people are either introduced or visually included. Representation can fall into several categories, such as, gender, ethnicity, age, sexuality and class.

The most obvious or easiest to define, use of representation in this promo is gender. Although I witnessed a combination of both males and females, I noted that there were 10 snippets of interviews from the employees, 7 of which were male, 3 of which were female. Which not only represents the likeliness of fewer females than males within the company, but also suggests that there are fewer important or higher positions within the company taken by women.

The other representations are generally left to presumption, if not stated. It’s easiest to interpret one’s ethnicity by their language, accent or physical appearance. For example at 2:46, Makiko (who works in retail) begins to speak in a different language (whilst subtitles are revealed) from the previous interviewees. By doing so, Apple is promoting diversity (you heard me, not just the average white American man). Once again at 3:20, subtitles are shown whilst Marisa speaks. Which is good and I think it is really important, however they could go further. Despite the evidence of differing accents, the vast majority of those included spoke in English and were American. Regardless of Apple being an American corporation, if they wanted to show that they employ people from all over the world, they should of gathered more interviews or visuals to create a real representation of ethnicity and race (rather than just having 2 interviews out of the 10 of which people spoke in a language that wasn’t English). 

I estimate that those shown are between 25 and 50 years old, which is a pretty big bracket and therefore, probably comforting to older people who may think they just employ fresh faces and also comforting youngsters who think they lack life experience. However, by attempting to define the average age to a more precise guesstimate, I would say the majority are roughly between 25 and 35.

Class and sexuality are less obvious. Similarly with ethnicity, one’s language may suggest one’s class or sexuality, or even one’s body language. And of course, the most popular means to identify, someone’s appearance (ugh).

After analysis, I’ve realised this corporate promo isn’t as wonderful as I originally thought; specifically regarding the representation of gender. But is, overall, pretty well rounded. It comprises good forms of persuasion and definitely succeeded in capturing my attention, which makes it effective. As well as, managing to compress a large quantity of information in such a short period of time (4.35 minutes, which is an average length for a corporate promo). So, you did alright, Apple.