The dictionary defines ‘advertising’ as the act of “publicizing for the purpose of selling or causing one to want.” In simpler terms, it means making a product popular or promoting it. In today’s world, advertising plays a vital role in business management, particularly with the rise of information technology and consumerism. It has become more intricate and demanding than its traditional form. Nevertheless, when done effectively, advertising can be the most powerful element in driving product sales.
Despite the effectiveness of many advertisements today, the ones that really make a lasting impression on me are those created by Apple Inc. Their advertising campaign began with the iconic 1984 Macintosh TV advertisement, which received high praise from critics and the public alike. Airing during the Super Bowl, this TV commercial drew a parallel between the personal computer industry of that time and the dystopian world portrayed in George Orwell’s novel 1984. In the advertisement, Apple portrayed themselves as rebels while depicting IBM, the industry leader at the time, as the oppressive big brother figure.
The 1984 Super Bowl ad is widely recognized as one of the greatest commercials ever made, known for its dystopian noir style and portrayal of Big Blue as Big Brother (Gassée). Nevertheless, Apple has consistently presented itself as an unconventional and nonconformist company through the Think Different campaign. However, in recent times, Apple has evolved from a rebellious company to a dominant force in the industry. Despite changes in their marketing approach, their core principles and vision have remained constant. The main focus of their advertisements remains on showcasing product features.
For instance, the latest iPhone commercials showcase the device’s superior display, camera, and exceptional build quality. While other mobile phone companies also highlight these features, what sets Apple’s advertisements apart is their adornment yet chastity. Unlike other companies that rely on popularizing specifications to promote their products, Apple emphasizes the actual features and usability of their products. This not only makes their products desirable to people but also establishes the company as known for its simple yet effective advertisement.
