Apple “Think Different”

Campaign Analysis

Because images and print ads are static, different and subtle
analysis skills are required. You must try to understand all
elements of the rhetorical situation and how every little tiny
choice contributes to the purpose. Very subtle connotations
are important to recognize for this type of visual analysis.

Each person in your group should choose a different poster.

Complete parts 1 and 2 on your own and complete part 3 together.

Part 1:

Choose one poster from the “Think Different” Ad Campaign.

In the left column, brainstorm everything you literally see in the ad--people,
colors, clothes, size of images, fonts, lines, etc. Consider even the smallest
details. Do a brain dump and write down everything you notice.

Next, in the right column, describe the effect of each choice. What
connotations does each choice hold? What is the effect on the audience?
The impact? Pay close attention to how these choices lead to the purpose.

Martha graham

What do you notice? What is the effect?

- Her clothing is not restrictive

- Clothing is very flowing and
drape-y
- Black and white
- Posed to fill the box
- Bare walls/ background
- Entire fit is black
at all which allows her to
move her body to the chosen
pose. This represents
freedom in expression. Flooow
- Black and white gives it a
classy professional, respectful
tone. It draws focus to the
person instead of eye
catching colors around them.
- Being posed to fill the box
makes her seem bigger and
more powerful, however still
 elegant and in control of her
body.
- The walls are bare, which like
the filter draws attention to
the person.
- The entire fit is big showing
that she isn’t forced to
conform to the rest of the
world/ background in white.

Part 2:

Make a statement about how the rhetorical choices used contribute to the
purpose of the advertisement. When your group is ready, share your
statements and take notes.

Apple uses Martha Graham’s dance skill like her flexibility and elegance
along with specific wardrobe choices in order to convey freedom in
decision and power in the individual.

Part 3:

Finally, zoom out from your individual ad to see how the campaign works
together as a whole. Take notes on how all advertisements in the campaign
(the body of work) contribute to the overall purpose. How do they work
together? Make a statement.

Every campaign uses a different person who all can be thought of as

influential despite their contrasting accomplishments. They include
minorities, different genders, and each person is either in their beloved
environment or with their cherished hobby. The person isn’t being
celebrated for who they are, but what they do. That impact is what apple
is going for. They use this to show that anyone can be an out of the box
thinker, and you don’t need to conform to standards in order to make a
difference. Every photo is also in black and white like all old time photos
to emphasize that thinking outside the box is not a new concept and it
should continue to be celebrated. Like these people, Apple has taken
many risks that may be considered unconventional, however they’ve
created life changing technology for people everywhere.
Albert Einstein:
- Funny face, hand under chin: people who go against the grain are the good ones
Mahamad Ali:
- Fist to camera: influential as a person and a boxer (normal clothes with the boxing
move). Apple works to change computers as well as the world.
Jane Goodall:
- Sharing the spotlight with the monkey: those who think out of the box can push through
despite societal standards.
Gandhi:
- Shirtless, glasses, humble guy: when you buy apple products get the most bank for your
bunk. Products are really great, but still humble. Technology for the regular people.