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1984 Apple advertisement

This commercial successfully made several points and addressed prejudices against “computers”


What is the theme, the message?

  • We empower individuals.
  • Standing up for individualism.
  • There is an environment of danger, control, mistrust.
  • The crowd, the herd is not to be trusted.
  • The individual is to be trusted.
  • Solution, satisfaction lies within yourself.
  • It is Leni Riefenstahl’s (Wikipedia) propaganda movies reversed. (Did we learn from history?)
  • The individual is everything – the crowd nothing.

I see this in the context of the cold war, the conflict between the USA and the Soviet Union reaching its climax with President Ronald Reagan’s “Evil Empire” speaches (Wikipedia).

Categories: marketing
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