This study aims to examine the storytelling of Apple’s three story-based advertisements, namely Share Your Gift, Real Stories and Welcome Home. It is discovered that the three advertisements position Apple products as the heroes of the stories, contain dramatic or exaggerated events and narrate a universal problem known by the majority of the society. These points then contribute to the three advertisements’ narrative probability and fidelity introduced in Walter Fisher’s (1985b) narrative paradigm. After the analysis, it is found that all the three of Apple’s story-based advertisements discussed in this study contain adequate narrative probability and fidelity, making Apple’s selling message in these advertisements believable.

这项研究旨在研究苹果公司的三个基于故事的广告的故事讲述，即分享您的礼物，真实故事和欢迎回家。发现这三个广告将苹果产品定位为故事的英雄，包含戏剧性或夸大的事件，并叙述了社会上大多数人都知道的普遍问题。然后，这些观点有助于沃尔特·费舍尔（Walter Fisher）（1985b）的叙事范式中引入的三个广告的叙事概率和保真度。经过分析，发现本研究中讨论的所有三个基于故事的苹果广告都具有足够的叙事可能性和保真度，这使得苹果在这些广告中的销售信息令人信服。