This advert is a screenshot from the Apple brand promoting the iPhone 5s, this advert is largely influential as it uses features such as direct address. This captures the audience’s attention as it is personal pro-nouns and makes the audience feel as if they are being addressed personally. This advert is also showing a background picture of two people running whilst smiling/laughing, this promotes the idea that if a consumer purchases this product, then it will lead to them also leading a life of health and control; which is very attractive to Apple’s target audience. Apple’s target audience is probably male and female in the ages of adolescence to adult, in which is the two people in this advertisement; which takes the influence further as it seems the ‘power’ fulfilment and better lifestyle will apply to them; therefore they will find the product more attractive and become consumers of the product.

The saying “you’re more powerful than you think” suggests that Apple is trying to influence its audience in creating an ideology of this product will make you powerful, in control, and have an all-round better lifestyle; just by the purchase of this product. This creates a sense of enticement as apple begin to sell more of a lifestyle, as a pose to features of the actual product, the only demonstration of the product is, assumedly, on the arms of the runners. Apple has made assumption of what the audience wants; meaning apple has taken an example of a healthy and positive lifestyle, in which looks like is situated in new York city (a powerful city in itself), and assumed that this lifestyle is what their audience desires. Without this product the advertisement is suggesting that this product can fulfil their full potential to be strong, powerful and lead a positive lifestyle; in which apple are potentially suggesting that without this product, that’s not what they are doing.

Within this advertisement there is only one line of lexis, therefore there is not much to say on discourse structure, however this advertisement could have the potential to have power behind discourse. Where by Fairclough suggests that this type of power will encourage consumers to purchase product, following the exposure of adverts. This could apply as the lifestyle that this advert promotes applies top many peoples desires, therefore if someone sees the advert and doesn’t think much about it, but then at a later date has a desire for that specific lifestyle, they may relate this back to the apple advert and purchase this product in believing this will kick start them into this kind of lifestyle.

The semantic format of the word ‘powerful’ explores the possibilities of the words connotation in which it suggests it to have various merits, e.g. encouraging this lifestyle and the consumer to be strong and in control, helping the consumer in the potentially desired healthy lifestyle.

Within this advertisement, lexical choice has led to the consumer to feel inclusive towards the advert as it contains direct address, and there are no examples of lexis that would potentially isolate the consumer from the seller, for example there is no subject- specific lexis that the consumer potentially wouldn’t know. Also the positive face theory is applied, this is because apple are using complimentary language to fulfil its purpose of persuasion. This is likely to attract the customer as they would believe what apple are saying and will want to achieve this.