Proceedings of the Third International Conference on Communication, Language, Literature, and Culture (ICCoLliC 2024)

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Copywriting Techniques In Apple’s Ads: Contradiction Creates A Value

Authors
Nico Harared1, *, Siti Tuti Alawiyah2
1English Study Program, Indraprasta PGRI University, Jakarta, Indonesia
2English Literature, Nasional University, Jakarta, Indonesia
*Corresponding author. Email: nicoharared@gmail.com
Corresponding Author
Nico Harared
Available Online 24 December 2024.
DOI
10.2991/978-2-38476-321-4_36How to use a DOI?
Keywords
Apple; Contradictions; Copywriting; Media
Abstract

The study of copywriting is interesting to investigate thoroughly in the case of language in media. One of the copywriting techniques is called contradictions. Contradiction word phenomena mostly can be seen in the Apple’s copywriting. The research aims at describing the technique of copywriting and the value of its technique. The analysis focuses on describing the value of conflicting words in Apple’s ads. The data was obtained from observation. The research carries out the descriptive qualitative method. This research data was collected from pictures that contain contradictions in Apple’s copy. The data was analysed based on the context of communications. The results show that the context can be used to communicate the value of Apple’s products through contradictions in copywriting. Playing on the contradiction of words or sentences is used to convey a message, such as performance, affordable, and features well. This research reveals that Apple's contradiction technique is mostly used in their marketing. Contradictions are needed due to human psychology, which easily remembers things when they are paired, if it is something that is repeated repeatedly or if it is contradicting or opposite.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Third International Conference on Communication, Language, Literature, and Culture (ICCoLliC 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
24 December 2024
ISBN
978-2-38476-321-4
ISSN
2352-5398
DOI
10.2991/978-2-38476-321-4_36How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nico Harared
AU  - Siti Tuti Alawiyah
PY  - 2024
DA  - 2024/12/24
TI  - Copywriting Techniques In Apple’s Ads: Contradiction Creates A Value
BT  - Proceedings of the Third International Conference on Communication, Language, Literature, and Culture (ICCoLliC 2024)
PB  - Atlantis Press
SP  - 497
EP  - 506
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-321-4_36
DO  - 10.2991/978-2-38476-321-4_36
ID  - Harared2024
ER  -