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Super Bowl Advertising Analysis

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On December 31, 1983, Apple premiered what was possibly one of the biggest commercials of all time. It was an introduction to the original Macintosh. It opens with people marching to a large gray hall. In this hall, there is a large screen with a man, who is commanding these people. However, a woman comes running down the hall with a hammer. She flings the hammer at the screen and it explodes. A block of text appears over the aftermath. It reads: “On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '1984.'" The commercial ends with the rainbow Apple logo. It was directed by Ridley Scott and conceived by the agency, Chiat\Day. The ad was elegant, elaborate and especially cinematic. It represented a milestone not only in Super Bowl ads, but how commercials would be made since then.
Apple’s 1984 takes on two meaning, one representing our humanity and another representing our relationship to computers (at the time). Humanity should not conform to societal norms. However in this case, man is completely identical to each other and are flocking like sheeps. Furthermore, the colors are…show more content…
This includes various companies like Commodore, Apple, and especially IBM. The competitiveness within the industry was growing. Equally important, the relationship between the computer and its users was more important than ever before. Apple essentially wanted to emphasize this in the commercial. We, the consumers were the brainwashed people and the tyrant was IBM. IBM had a monopoly in the industry. In fact, the colors perfectly symbolise this. The world is blue, just like IBM’s logo. Meanwhile, the woman is colorful, like Apple’s older logo. It shows them what the future would be like IBM had no competition. IBM is portrayed as forcing people to using its’ product, with no regard for the customers’ wants and needs. The Macintosh reassured that anyone can have Apple’s
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