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  • Apple Brand - ADVANCED Listening

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    Emily Cox
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    The document describes a video that discusses how Apple cultivates its brand through incidental exposures rather than traditional TV advertising. It provides questions about the video's content, including how Apple promotes a creative, innovative personality; how a study found subliminal exposure to the Apple logo improved visual acuity test performance; and that short, frequent brand exposures may be more effective than TV ads.

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    http://www.youtube.com/watch?v=iFBnv1dkUmk

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    The document describes a video that discusses how Apple cultivates its brand through incidental exposures rather than traditional TV advertising. It provides questions about the video's content, including how Apple promotes a creative, innovative personality; how a study found subliminal exposure to the Apple logo improved visual acuity test performance; and that short, frequent brand exposures may be more effective than TV ads.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    7 views1 page

    Apple Brand - ADVANCED Listening

    Uploaded by

    Emily Cox
    The document describes a video that discusses how Apple cultivates its brand through incidental exposures rather than traditional TV advertising. It provides questions about the video's content, including how Apple promotes a creative, innovative personality; how a study found subliminal exposure to the Apple logo improved visual acuity test performance; and that short, frequent brand exposures may be more effective than TV ads.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 1

    Video: Apple

    Watch the video How Apple Really Does Make You "Think Different" once without taking notes
    (JUST LISTEN). Next, read the following questions (notice the exact time in the video where this
    question is answered). Then, watch the video again, and answer as many questions as you can.
    Listen to it a third time to answer anything you missed.

    1. What is “incidental brand exposure”? (0:25-0:32)

    _______________________________________________________________________

    2. How many brand exposures a day is the typical U.S. consumer exposed to? (0:40-0:47)

    _______________________________________________________________________

    3. What personality trait has the Apple brand cultivated? (1:02-1:09)

    _______________________________________________________________________

    4. Briefly describe the visual acuity test. Did participants realize they had been exposed to the Apple

    logo? (1:20-2:10)

    _______________________________________________________________________

    5. What are the results of the test? (Hint: Remember that the participants were “subliminally

    primed” to the Apple logo) (2:11-2:42)

    _______________________________________________________________________

    6. What is the difference between TV advertising and “short brand exposures”? (2:43-3:05)

    _______________________________________________________________________

    _______________________________________________________________________

    7. True or false: More resources should be spent on traditional TV advertisement. (3:06-3:21)

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