Ad Critique 1984

Apple Macintosh

General roles of Advertising

Marketing & Communication Role Advertising transforms a product into a distinctive brand by creating an image and personality that goes beyond straightforward product features. As advertising showcases brands, it also creates consumer demand and makes statements that reflect social issues and trends.

Economic & Social Roles

Advertising generates cost efficiencies by increasing demand among large groups of people, resulting in higher levels of sales and ultimately, lower prices.

1984

Ad Critique
Semiotic Analysis: the science of signs It aired only once, on 22 January 1984 in the third quarter of Super Bowl XVIII. Achieved the distinction of earning an unprecedented US $150 million in media in value The telecast of the game on CBS was seen by an estimated 77.62 million viewers.

The Plot
Dystopic setting Dark, blue and gray tones Emotionless and bald people Tyrant: Big Brother (perceived to be IBM) Apple: A young athletic woman (bright multicolor tones) Sledgehammer: Breakthrough of individualization

Background
"Unification of Thoughts prevailing. Big Brother quotes "we shall prevail! Apple Macintoshs Breakthrough: "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '1984.'

 The images of the spot are an allusion to the novel by George Orwell 1984, which describes the year 1984 as a dark future. The idea behind the spot is to present the end of the ruler ship of The Big Blue (IBM). The connotations make it very easy differentiate between the good and bad. to

The advert produces connotations of freedom and passion towards independence.

 The ad also is one of the first that didnt show the actual product, playing instead on public fears about corporate control.

Apple wanted to democratize technology ignoring all focus on reason.