Appealing to man’s desire to be “individual,” Apple has released a new ad for their smart watch stating, “As individual as you are.” The ad continues, “everyone is different. So we designed Apple Watch to reflect a wide range of tastes and styles. And you can make it even more personal, to suit the occasion or your mood… Anytime you want.”
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What is the message conveyed by this ad? Ultimately, it is: This watch is for you. With our customizations and options, you will be able to “express” yourself with our watch.
All of a sudden, the person is limited to whatever the company provides. He is able to express his “individuality” insofar as the company is able or decides to produce multiple colors, materials or functions.
Although the ad states that one can change the cosmetics or interface when they want, anytime, this is not a true expression of freedom or individuality. True individuality is an expression of the soul, culture, and virtue of a person, not the multiple color wristband options on the smart watch he wears.