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 from the “Think
Different” Ad Campaign. Complete part 1 on your own and complete part 2 as a
group.
Part 1:
1. 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.
2. 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.
3. Based on your brainstorm, write a short thesis that addresses the
purpose, choices, and effect. Follow the suggestions from the thesis
video. mWrite a body paragraph about ONE of the choices in your thesis.
Follow the suggestions from the commentary video.

Name: Morgan Pursglove 🐥

Advertisement:
What do you notice?
1. One of the first things I noticed
about this picture was that Jim
Henson wasn’t smiling but Kermit was.
2. Another thing I noticed about this
image was that there wasn’t really a
background and it was just a white
background.
3. Something I noticed in this image
was that Jim Henson wasn’t looking at look like he is having the time of his
the camera but rather looking into
the distance, but Kermit has been
angled to look like he is looking
into/at the camera.
4. I noticed that unlike some of the
other pictures where they just have
the subject, they included Henson’s
creation in the picture with him
because this is what he is most known rather than to just have him smiling at
for and has become famous for.
What is the effect?
1. The effect of Henson not smiling but
the puppet smiling could be to show
that Henson was professional and
also to highlight the distinction and
difference between him and Kermit. In
the picture he doesn’t necessarily
look grumpy or mean, but he just isn’t
smiling while Kermit has been made to
life.
2. The effect is that the viewer’s
attention is drawn to the subjects of
the picture, which are Henson and
Kermit.
3. I think this choice shows Henson’s
creativity and imagination by showing
him staring off into the distance
the camera like Kermit is doing.
4. By including Kermit in the picture,
people who may not know who Jim
 Henson is/looks like or what he
created will now recognize him and
know what he has done. While looking
at other pictures there were a few
pictures where it would just have the
person and I wasn’t sure who they
were, but at least with Henson’s
picture, people would be able to
deduce what he was famous for and
what he had created.

Write a thesis (purpose + choices + effect)

In the picture of Jim Henson that was part of Apple’s “Think Different” ad
campaign, Apple is able to enforce the idea of thinking differently and
creatively by showing the man who created one of the most recognizable
puppets in the world. By making choices such as using a blank background the
viewer’s attention is drawn to the important subject of this photo, which is the
creator, Jim Henson, and his creation, Kermit the Frog.

Write a body paragraph about ONE of the choices

One of the most obvious choices in this photograph was choosing to have a
blank white background behind Henson and Kermit. By doing this, it forces the
audience to look at Kermit, but more importantly, Henson. This image was part
of Apple’s “Think Differently” campaign, and by choosing to use Henson, it
furthered this campaign because Henson was known for being creative and
creating the muppets. By choosing to include someone such as this legendary
puppeteer, Apple not only furthered their credibility but also helped boost
their campaign by including a very creative person who is well known. By
doing all of this, Apple was able to set themselves apart from other ad
campaigns that were happening at this time. Rather than doing something
stereotypical or boring, they were able to create a new, innovative campaign
that would set them apart and would also make them and their products
more memorable.

Name: Teya Snowder 🐣

What do you notice? What is the effect?

A few things that stand out to me is The effect of showing Einstein as an

that this picture is of Einstein when he old man is that it shows a man who
is older. Also the focal point of the has already accomplished something,
image is of his face which is also the not a man who is in the process of it.
brightest part. Also the picture lacks By showing his face up close it
a prop or some sort of hint for what focuses on his eyes which look wise.
he’s known for. The logo in the top Because of how iconic Einstein is, they
right corner is rainbow but the only had to show his face for most
picture itself is in black and white. The people to know exactly what he is
background does not stand out and famous for, unlike other pictures
only has a few shadows. where a microphone or prop is
present.
Write a thesis (purpose + choices + effect)

In the 1997 ad campaign “Think Different” by TBWA/Chiat/Da, they inspire the

world to strive to change the world by featuring the face of Einstein, an iconic
man in his old age who has already achieved greatness.

Write a body paragraph about ONE of the choices

Most of the other images chosen by Apple have props or hints to what the
person depicted is most famous for. For example, Jim Henson was seen with
Kermet the Frog and Richard Feynman is in front of a chalkboard. However,
Einstein’s face and hair is already world-renowned so the author knew they
didn’t have to do much for the viewer to recognize him. This is a result of
hard work and years of revolutionary discoveries done by Einstein as a
physicist. This aspect inspires the audience to try to achieve as much as he
did so their own face is as recognizable as his. The creator of this campaign
seeks to give their audience a distinguished role model to look up to and
motivate them to make a difference in their life to better reflect the life of
Einstein.

Name: Luke Parker

Paste Advertisement:

What do you notice? What is the effect?

It is a picture taken on the moon. With a dark background that fades

There is the reflection of the person into the abyss of space, it may show
taking the picture within the visor. It is some emotion about being so far
black in white. Except for the logo in away from home. With only one other
the top right, where it is the rainbow. man in the reflection. Him being in the
The logo represents how they center of the picture shows his power
created the first computer that could of being on the moon. It is an amazing
show color. feat.

Write a thesis (purpose + choices + effect)

In Apple’s “Think Different” campaign by TBWA/Chiat/Day, Apple inspires

people to “think different” by showing us how others did. They show this by
physical choices, such as the darkness in the photo and by putting Aldrin in
the center of the photo.

Write a body paragraph about ONE of the choices

In the “Think Different” campaign, the physical choices of a darkened

background and the centered Buzz Aldrin, show the power of humankind. It
does this by emphasizing the thoughts of people on the moon. There have
only been 12 people on the moon ever. By placing the first man on the moon in
the center of the photo, with him being the focus of the picture, it shows how
he and the scientists of NASA actually thought differently to put someone on
the moon.

Name: Carter Cox

Paste Advertisement: Richard Feynman

What do you notice?
1. He looks like he is in the middle of a
lecture.
2. There is a blackboard filled with
equations behind him.
3. His top button is undone and his
shirt is loosely tucked.
4. The apple logo is in black and white
as opposed to color.
What is the effect?
1. This serves to introduce those who
may not know Feynman to his role as
a lecturer and teacher. In conjunction
with the phrase “think different”,
viewers may similarly be led to think
that he was somehow innovative in
his teaching methods.
2. This provides additional context to
him being a lecturer, now depicting
him in his role as a mathematician.
Just like it did before, the phrase
“think different” serves to lead
viewers into believing that he was an
innovative mathematician.
3. When one thinks of a
mathematician, the image of a well
dressed man with thick glasses
generally comes to mind. By then
making use of an image in which
Feynmen is unkempt, the ad campaign
is able to emphasize Feynman’s
unorthodoxy and innovativeness.
4. Likely a result of the image’s
background being too cluttered, the
campaign authors chose to forgo the
inclusion of the rainbow apple logo.
This likely hindered the
advertisement’s effectiveness
(pushing the fact that Macbooks had
color capabilities) and hurt the

5. He is not facing the viewer.
6. He is centered in the image
campaign’s overall cohesiveness.
5. It almost creates the effect that
Feynman is too concerned with his
present business to care about the
viewer and turn to face the camera
for his photo, again stressing the
importance of “think different”.
6. It is conventional in the world of
photography to align a subject along
one of a photo’s two “axis lines”
(imaginary lines separating the
contents of a photo into thirds) in
what is known as the “rule of thirds”.
By centering Feynman in the photo,
the campaign authors are able to
emphasize his unconventionalness
and strengthen the image’s
connection with the phrase “think
different”.

Write a thesis (purpose + choices + effect)

In the 1997 ad campaign “Think Different” by TBWA/Chiat/Day, Apple inspires

their customers to “think different” by pushing back against commercial
conventions, featuring innovative thinkers from around the world, and
challenging the status-quo.

Write a body paragraph about ONE of the choices

One of the things that made Apple's “Think Different” campaign so impactful
was just how different it was from other ads at the time. For example, they
chose to create an all-photo ad-campaign at a time when most, if not all,
major advertisements were run on TV. Be it Budweiser’s beloved “Wassup” or
Apple’s own “1984” (all now infamous TV ads), it was undeniable to think that
Apple was somehow giving itself a handicap by doing this. However, by
choosing to forgo television, Apple was able to align itself as an “alternative”
to the big tech companies like IBM and Windows that it was competing with
while simultaneously appealing to the counterculture movement. Not only was
the “Think Different” campaign boundary breaking in the field of commercials,
however, as it was even unorthodox with relation to how photography was
viewed at the time. Most photographs are taken using the “rule of thirds”.
Because of this, the central subjects of photographs are oftentimes aligned
along the lines marking the thirds of a photograph, setting them away from
the center. Building off of the campaign’s already unorthodox appeal, by
centering Feynman in the photo, they break the rules of photography.

Part 2:
Finally, zoom out from your individual ad to see how the campaign works
together as a whole. Take notes in the box below on how all advertisements in
the campaign (the body of work) contribute to the overall purpose. How do they
work together? Make a statement.

In the 1997 ad campaign “Think Different” by TBWA/Chiat/Day, Apple inspires

their customers to “think different” by pushing back against commercial
conventions, featuring innovative thinkers from around the world, and
challenging the status-quo.

1. The photos are all centered on the subject.

2. All of the subjects are innovators in their field/inspiring.
3. Trying to align the apple brand with innovation/counterculture.
4. Making use of a photographical ad campaign was unorthodox for major
brands at the time
5. Visually uncluttered