Apple’s “1984”: Greatest Commercial Ever Made Essay

1984 is an Ameri quarter goggle box mercenary which introduced the orchard apple tree macintosh in the flesh(predicate) data processor for the first time. The commercialized served as a significant milest unrivaled in the history of adverting and had a massive effect on the popularity of Apple. The ad consistently been lauded as a classic, winning critical acclaim over time. It is now considered a watershed cause and a masterpiece in advertising, and is widely regarded as one of the most memorable and successful American tele plenty commercials of all time. It aery simply once on daytime television, on 22 January 1984 in the third quarter of Super Bowl XVIII.The ad was not only rated as the best advertisement ever in 2007, it was also rated as the Best Super Bowl spot in the 40 eld history. The turning point event was not the only computer advertisement that aired in these years, but it was the only one that changed pots lives. The ad started the phenomenon known as event marketing, in which a high-visibility commercial garners a lot of extra free publicity. 1984 also inaugurated the trim down of showcasing commercials on the Super Bowl. And, most importantly for Apple, the ad brought consumers into the stores.The commercial opens with a droning voice resonating through a science-fiction dystrophic setting, which is held in dark, blasphemous and gray tones. Then you date emotionless, bald and almost robotic people marching music in unanimity through a long tunnel with telescreens on the wall. Then out of nowhere, a young woman appears, dressed alike(p) an athlete, in a color-full sports outfit that forms a strong contrast to the long-winded gray environment surrounding her.She carries a sledgehammer and is being tag by uniformed guards and then she runs up to the screen, hurls a hammer with a heroic grunt, and shatters the TV image of the said dictator named Big comrade. As the screen explodes, bathing the stunned audition in the argus-eyed of freedom, a voice-over announces, On January 24th, Apple Computer will introduce the Macintosh. And youll see why 1984 wont be like 1984. The ad was an allusion to George Orwells noted novel, 19 Eighty-Four, which described a dystopian prox ruled by a televised Big Brother. After the ad was released in 1984, Apple became a household name in the coupled States.Apples 1984 commercials aim was to brand their product, Macintosh with an ideology of em powerment and individuality contrary to the 1970s perception that personal computers were tools invented for utilitarian purposes and designed to facilitate specific tasks. During those times, the trend was common and utilitarian, so with Macintosh deviating its image against the norm, the peoples attention was acquired with a bold face ad set up by Apple. The 1984 ads dodging was to differentiate themselves by combating conformity and asserting individuality. It was a definite nonnegative for Apple to choose to air the commercial d uring the most watched television event in United States, The Super Bowl. Surely, the amount of people watching was at an all-time high thus making the visibility of the commercial form its maximum.With a large number of people exposed to the memorable commercial, it is to a greater extent likely to be remembered and talked about, thus making the Macintosh known and popular. Apples strategy of making the viewers of the Super Bowl, particularly a wide range of age, gender, ethnicity and social status as their target audience was a clever move since the more exposure, the better outcome. The commercial do a bold move in referencing George Orwells novel Nineteen Eighty- Four which could easily been misinterpreted and ended up scaring the audience with futuristic dystopian themes.Fortunately, the ad was considered as revolutionary, innovative and positively shocking which is a goodish thing because it made the idea of Apple stick into peoples minds. With Apple imaging itself as the h ero/saviour of the masses against obligate conformity, the commercial was a clever way of saying that If you buy a Mac, the awful dystopian future will not take bulge out and instead individuality and self-empowerment will dominate. Ever since that commercial, the Mac has glowed with an aura of ascension and empowerment.One major element on why the ad was so successful was, of course, the remarkable production values. Nobody had ever spent that a good deal money to make a commercial look like a big-budget blockbuster movie. By bringing in the best people in the industry, the execution was astounding especially to the common individual. Steve Jobs vision of stressing the liberating power of the Apple Macintosh and paving the way for individuality was highlighted as the message of the commercial.The advertisement delivered the message of what Apple as a satisfying stood for and what distinguished it from the multitude of other computer brands in the market. Steve Jobs thought he knew what was special about Apple they were the underdogs, whod battled the corporate giants and brought computing power to the masses. The 1984 ad glorified the Information Age into a good vs. annoyance battle between technologies. They considered the rival PC in the market as bad engineering centralized, authoritarian which crushes the human freedom and controls peoples minds.But we can be liberated from that bad technology by the good technology independent, individualized of the Apple Mac. In that instant when 1984 premiered, it positioned the Apple brand as creative, different and human while re-positioning its competition as staid, status quo and robotic. The commercial ultimately explained Apples philosophy and purpose that people, not plainly government and big corporations, should run technology. If computers arent to take over our lives, they affirm to be accessible.