iPhone 5s advertisement.

Visual Narrative

The visual narrative for the iPhone 5s advert focuses on the specific phone design in particular as it consumes the majority of the frame. A close-up is also used to highlight the key new features that have been added to the device, such as the fingerprint technology and the colour.

Copy

The copy on the advertisement describes the phone as being state of the art technology and exclusive to the brand of apple. This creates a better awareness for their company as people will associate having this type of technology specifically to apple.
The copy itself is formatted using a small font size away from the larger picture of the device. This could also tie in with the logo used in the bottom of the page as it is larger than the copy, this is  small yet more effective as the logo is renown.

Rule Of Thirds

The rule of thirds is used in this advertisement promotes the new feature to the phone, the touch ID technology in the home button, the image isn't directly in the centre and the editor has used a cut off composition to exaggerate the button in the audiences minds. This also helps to create tension as questions arise subconsciously in the viewers mind.

Colour

The colour scheme used is predominantly gold as it is the new colourway apple had released at the time. Gold also symbolises luxury and exceptional value, which helps to show apple's aims in design.

An endorsement is also used in the advertisement with  the T-Mobile logo appearing in the bottom of the image.