![]() ![]() 1984 Apple commercial SpatialĬolor Flood opens with a wide panning view of the area where the flood will begin and colors will eventually come together. Having done this since their inception, the author chooses to say nothing about the product and to simply let the customer’s mind wonder to exactly what benefits the Liquid Retina display may offer. From phones to personal music devices to computers, Apple has consistently been in front of all competitors, often imitated but never replicated. Apple has long been thought of as the leader in cutting edge technology. Silence can be a very effective element of communication. It can be argued that silence is also an element. Music is not the only element of this text. Previously, Apple has encouraged customers to come along-in their 1984 Super Bowl commercial they also used visual and gestural modes in a shrewd attempt to show customers the power of the new Mac over other PC’s. Apple wants to sell phones and cleverly lets potential new customers know that other phones have very little to match the new iPhone XR. The song through the lyrics encourages you to come along and run away from the humdrum. This text only uses music as a form of communication. Interpretation of all five elements will show the success the author achieves with Color Flood. The author implores all five multimodial elements, some more than others, to successfully achieve the purpose of not only selling phones but convert non-Apple users and bolster current customer belief in superiority of their product. The text is set to the song Come Along by Cosmo Sheldrake. Eventually all of the different colors come together. Runners wearing matching jumpsuits in six colors performing parkour in groups of the same colors. The commercial is shot in a vacant and somewhat lifeless looking complex in Prague. ![]() Color Flood is Apple’s newest commercial that debuted in December 2018 to promote the iPhone XR. ![]()
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