Over the years, Apple focused on creating a need for people to
have personal computers. It is widely regarded as one of the most memorable and
successful American television commercials of all time.
The First Macintosh Commercial in "1984" is introduced.
In 1984, Apple launched the Macintosh. "
1984" was
the commercial that introduced the Apple Macintosh personal computer for the
very first time. It was aired during the third quarter of Super Bowl XVIII on
January 22, 1984. The commercial opens in an industrial setting with dark and
gray tones, showing a line of people marching in unison through a long tunnel.
The nameless runner is then stood out with her full colored uniform; she is
running with a large hammer that is used at the end of the commercial. She is
chased by four police officers wearing black uniforms and she races towards a
large screen with the image of a Big Brother-like figure. The commercial ends
with a voiceover that reads: “On January 24
th, Apple Computer will
introduce Macintosh. And you’ll see why 1984 won’t be like 1984.” It leaves us
wanting to know more about this very new and innovated product. Apple wanted
the Mac to symbolize the idea of empowerment. This commercial helped introduce
the Mac as a tool for combating comformity. It’s about letting the consumer
know the idea of breaking the habit, this is true because they don’t show the
product or have idea of what it looks like. It’s very analytic and not physical
like it is now.
Apple is Very Effective in Their Advertising
Apple has been recognized in the past for its efforts towards
effective advertising and marketing for its products, though its advertising
has been criticized for the claims of some more recent campaigns, particularly
2005 Power Mac ads and iPhone ads in Britain. Apple's product commercials
gained fame for launching musicians into stardom as a result of their
eye-popping graphics and catchy tunes. The “1984” commercial was created by
Chiat/Day, Apple’s advertising agency. Apple’s many different products
including the Macbook, iPhone, iPad, etc. have including a variety of
commercials but mostly focusing on the product itself and its features. The
diction of the commercials now-a-days make you want to have the latest and
greatest products ever.
Apple Commercials Today Focus on the Product
The new 13-inch
Macbook Pro, was just announced this week, October 24. It’s a smaller
version of the 15-inch Retina Macbook Pro that just launced earlier this year.
This ad tends to focus just on the products features and why this laptop is
better than any other laptop offered. The entire ad focuses on the laptop
itself with a black background. This commercial doesn’t want us to look at the
underlying message, just on the product itself. The resolution of 2,560 by
1,600 pixels and amazing retina display and color tends to be the greatest
reason to by this product. Just looking at all the different things you can do,
makes you want to buy one right now. It’s thin, light and powerful. Now, it’s
all about the product itself and not making the consumers wondering. Not just the Macbook Pro but most of all Apple's products put emphasis on the product being advertised, with black or white backgrounds.
I very much enjoyed reading this post. I am always fascinated by what Apple Inc. offers in their products and how the often market them. I agree with you pint that the first Macintosh computer was meant to break conformity. Apple is simultaneously pushing the envelope and forcing people to refocus their efforts and make living simpler. For example, The new Apple IPhone 5 is being marketed as a phone that just makes sense as seen in the iphone commercial here: http://www.youtube.com/watch?v=A1Rc4MDmr8o. Apple is always coming up with new ideas and pushing the bar. As seen here http://www.boston.com/business/technology/steve_jobs_top_tech_flops?pg=4 Steve Jobs pushed innovation even after many failed attempts in the market to become the greatest marketer ever in my opinion.
ReplyDeleteI have always loved the way Apple advertises and markets their products. One thing about Apple is that they take care of every aspect of their products, from design to engineering, advertising, and working together with all departments to create a crisp, perfect image. This image they develop, paired with top of the line graphics, music and sound, contribute to pop culture. Songs from Apple commercials have become number one hits in the world over the years and the items showcased in those commercials are recognized by millions and even billions throughout the world. This was the vision of Steve Jobs, to make one company that takes care of all aspects, and that control over all aspects, including wrapping the presents up in a perfect little package, along with advertisements have landed Apple in its premiere role in the industry.
ReplyDeleteI loved your post and I whole-heartedly agree, and I believe that Apple has made it's name so powerful that it is now helping it's competition compete against it. Being known for their crazy lines for the releases of their phones, it seems that the Galaxy SIII has used Apple's prestige against it with the recently line of commercials that make fun of the Apple niche that are willing to wait in line and buy new toy after new toy form apple every year. And it seems to have quite an effect by raising Galaxy sales my using Apple's prestige. http://www.youtube.com/watch?v=nf5-Prx19ZM http://www.androidauthority.com/iphone-5-vs-galaxy-s3-ad-campaign-continues-samsung-tv-ad-116332/
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