Apple’s“Change the World” TV advert
Apple’s “Change the World” or “Think Different uses pathosand ethos appeals to emphasize an indirect plea to consumers (thecommercial employs ancient plea to create a brand image). As such,the Apple (1) with its advert incorporates incredible graphics thatgrasp and kindle a viewer’s attention. Developed by Lee Clow ofChiat, Apple’s agency and Chip Jenkins as the music composer thecommercial carries innovatory emotional appeals of domination,independence, fame, and attainment. Lee Chow, creator of severalcommercials, perhaps, allowed Apple to stand as quality brand with acommanding context for clients. As such, the use of graphictendencies allowed the commercial to win several awards. The creatorsseem to have a very positive image toward Apple and thinks that Applewill change the world.
The advert releases to a black display, which shows the footage ofAlbert Einstein, and a notable speech in the background with suchphrases like “Here is to the crazy ones….” The advert alsocontains quiet piano music with bursts of famous individuals such asMartin Luther, Bob Dylan, Muhammand Ali, John Lennon, Mahatma Gandhi,and Buckminster Fuller, among others. The concluding part of theadvert comprises occurrences where the screen dwindles to black andwhite with the expression “think differently” and the symbol ofApple. Apart from television, the commercial also appeared inbillboards and radio.
The advert incorporates influential contributions to art,entertainment, and science industries with the purpose of brandcreation, and imitates the subtleties of brand creation using blackand white footage, monologue and quiet piano recording. Prominentpersons in the commercial engender positive ethos and draws out astrong relationship with the viewers to invoke brand recognition(Fowles 301). The principles “Great people are seen as misfits butthey push the human race forward,” creates the cultural implicationthat Apple will allow humans make remarkable progress.
The advert employs typefaces and metonymy to drive the associationbetween famous people and their qualities in life (Fowles 301). Theutilization of the expression “Think different” reinforces theemotional appeals that describe the viewer’s imaginations, andalthough erroneously quoted, albeit, in the syntax logic, ithighlights the impartiality of the advert to draw appeals. Theexpression displays how Apple has developed into a different firmthus, outstanding in its capacities. Besides, the expression displaysa great difference between the bright shades of the Apple’s emblemand the black and white shots portrayed frequently. The unspecifiedgirl serves to depict the futuristic influence of women to thedevelopment of the human race, although in tandem to masculinitysubtleties.
Apple. "Apple Think Different ad – Narrated by Steve Jobs(1997)." YouTube. YouTube, 12 Aug. 1997. Web. 24 June2014. <http://www.youtube.com/watch?v=Rzu6zeLSWq8>.
Fowles, Jib. “Advertising’s Fifteen Basic Appeals”: CommonCulture: Reading and Writing About American Popular Culture. Ed.Michael Petracca, Madeleine Sorapure. Upper Saddle River: PrenticeHall, 1998. 298-309. Print