The viewer could tell that the commercial was intended for the general audience since the commercial employs science in a not-so-technical way. Also, the audience of it probably contains less of the professional committee as some of the equations in the ending scene did not make sense. However, Apple main goal is to prove that the new iPad contains a ‘great big universe’. That it could “take your creativity and productivity to an epic scale.” The science – the visuals of space and calculations of the neutrino’s path – portrays that the iPad is not only bigger, but has more pixels (better images), holds more data, and opens the user to extensive possibilities. Therefore, this short video isn’t perfect, but good enough to grab the audience’s attention and make them interested in the product.
When watching TV, most people will probably turn to their phones, go to the fridge to pick some food, or change channels within the first few seconds of a commercial. Science in this apple commercial makes sure that the audience will watch it until the end. The first image shown is of nebulae in red and white with a black background. The camera makes it seem as if the viewers are zooming into the gaseous atmosphere, but the scene switches right before going in. It then focuses on Jupiter’s rings, coming up close and then moving on to the black hole with magenta and purple light illuminating the edges of the event horizon.
It then suddenly switches, turns black, then flows into another red, black, a swirling galaxy. This visual will entrap the viewers: artists, scientists, space lovers, alternative music lovers etc. Another thing to note is that this first 20 seconds does not look like a commercial, it seems more like a theme song of a science documentary or a television series. The last few seconds finally shows an iPad being used by a scientist to calculate the path of neutrino and where it came from.