By Julian Castillo
May 9, 2024, 11:50 AM EDT
Apple’s latest ad to promote the iPad Pro has generated an unexpected stir in Japan. What was initially intended as a demonstration of the device’s versatility to consolidate multiple creative tools, has ended in a wave of criticism and discontent from Japanese users.
The advertising video in question Features an impressive giant press that crushes a variety of musical instruments, cameras and art supplies, symbolizing the consolidation of its functions in Apple’s thin tablet. However, This metaphor has caused deep discomfort among Japanese viewers.who see the destruction of these tools as a lack of respect for craftsmanship and creativity.
cultural problem
Japanese culture, rooted in a deep appreciation for creative tools and the art of craftsmanship, has responded strongly to this announcement. On social networks and discussion forums, Users expressed disappointment, sadness and even shame at the representation offered in the video.
One user commented: “I felt sad seeing creative tools like musical instruments and cameras being destroyed. I don’t think the creators like this video. Is it my Japanese sensibility that makes me feel this way?” This reaction reflects the deep cultural disconnect between the ad’s message and the values of Japanese users.
Another user expressed their displeasure saying: “It’s a heartbreaking, uncomfortable and selfish ad. When I see this result, I am ashamed of having bought Apple products for nineteen years.” These words reflect the sentiment of many who feel alienated by the lack of consideration for the tools they value and use in their daily lives.
General dislike
The backlash has also led some to question whether late Apple co-founder Steve Jobs would have approved of this advertising approach.. Known for his design ethos and appreciation for craftsmanship, Jobs might have frowned upon the disrespectful depiction of creative tools in the iPad Pro ad.
This incident highlights the importance of cultural sensitivity in advertising.especially for global brands like Apple, which have diversified customer bases around the world. While the ad may have resonated with some audiences, it has clashed with a deeply held cultural value in Japan.: respect for creative tools and the art of craftsmanship.
As criticism continues to mount, It remains to be seen how Apple will address this issue and navigate the cultural complexities of its global market.. For now, the iPad Pro announcement serves as a reminder that even the most innovative companies can face obstacles when they don’t take into account the cultural values of their consumers.
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