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.

What do you notice? What is the effect?

● The photo is completely in ● The color only being in the

black and white besides the
Apple logo
● The people are set up in a
minimalistic symmetrical way
● The two people’s hairstyles
are very slicked back and
fancy
● They are dressed in fancy
clothes, earrings, necklaces,
suits
● They are very clean cut and
nothing is really out of place
● The photo portrays how they
liked each other and how they
may have been kind of silly
around each other
● They are looking at each
other
● Having to do with
background info, it also
shows how they overcame
issues to be together happily.
logo brings attention to it so
the viewers know what the ad
is about
● Everything having to do with
how the ad is simple and put
together reflects the brand’s
image and the inspiration of
it all.
● The display of their
relationship here reflects the
background between the two,
how Lucile Ball fought to have
her husband on I Love Lucy
with her, because he is from
Cuba
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.

This photo containing Lucile Ball and her husband Desi Arnaz used in
the Apple campaign, is important because it reflects how Lucile Ball has
been a prominent woman in history fighting for good causes. Desi Arnaz
being in the photo as well reflects how she fought against social norms
for him to be on her show with her when people didn’t want that because
he is Cuban, and the well-put-together photo displaying their love for
each other despite the social pressures shows how she went above and
beyond.

Notes:
Einstein:
The rhetorical choices draw to his hair and his past and the purpose
makes you think about how he changed the way the world thinks.

Jane Goodall:
The image plays on the loving of animals and makes the audience think
that if they buy this product they can be an adventurous wildlife woman
like her.

Thomas Edison:
The logo not being in black and white shows that it’s about Apple and they
are the best, and the image makes people think that anyone can be like
these people

Jim Henson:
Most choices relate to the idea that you can come from any background
and be successful. The image makes you think that you can do anything
without any limits. The main part of the picture is made the major part

Mohammad Ali:
He wasn’t in traditional boxing clothes he was in regular clothes. He was
throwing something which draws the viewers attention, and the image
shows how you can live a regular life while still doing great things
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.

All of the advertisements are black and white and which brings them
together despite them being from different time periods, areas of the
world, and circumstances of the people in the photos. The large array of
posters makes it so at least one poster can relate to everyone. The
individuals in the photos all did great things, most of them overcoming
some obstacle in the process and rising against the odds. It can be
assumed that everyone on this list received backlash and ridicule for
their actions at some point, but they still rose above and changed the
world. The people in these photos ALL did radical things that had never
been done before, for example, Jackie Robinson being the first black
baseball player in the major league, Amelia Earhart being the first
woman to fly across the Atlantic ocean, and Gandhi, continuing to fight
for what he believed in despite the backlash. This shows how striving for
the unknown can create incredible change. The entire campaign is a
symbol of inspiration and it promotes them to buy the product because
they can then become like these people, but even if it doesn’t inspire
someone to dream that big, it can provide a mindset to take along your
everyday life.