Ad Deconstruction: Apple's 1984 Macintosh Ad

This television advertisement was first aired to the public on January 22, 1984 during the broadcast of Super Bowl XVIII. It has been noted that this advertisement was also screened in movie theaters as a precursor to film previews during late January early February of this year. The advertisement is directed by Ridley Scott and produced by Apple as a means of introducing the advent of their Macintosh computer. The commercial has great significance in terms of media context in that the style defies convention for television advertising of 1984 and the convention of today. This ad utilizes the ideas and mentality of George Orwell’s groundbreaking novel 1984 in a way that not only introduces a computer but critiques general society.


The ad is directed at the United States general populace, specifically those advancing with the technological age and seeking new tools. More widely though, the ad is aimed at the majority, considering it was aired during the most widely-watched annually televised event, the Super Bowl. The closing text of the ad where the narrator makes the claim “so 1984 will not be like 1984” indicates the ad is indeed directed at the masses but more so directed at retaining individuality and avoiding a rigidly-controlled singular computer type. A type resembling Orwell's projected 1984. The ad thus sparks and speaks to the values of nonconformity and originality carried throughout society.


The Apple 1984 ad is esteemed in commercial history and no doubt has hooked viewers and stood out for ingenuity due to its use of Orwell’s Big Brother, thought-control reality being broken by a female character’s zest and will. The advertisement depicts an industrialized setting where droves of marching white men dressed in dull, matching factory-like attire march through a tunnel toward a screen where more of these men sit transfixed on Big Brothers face, with his voice projecting over a loudspeaker. A female resembling a track runner, wearing orange shorts and a white tank top with an illustration of the Macintosh computer graphic is running down the center of the marching men toward the screen with a gold sledgehammer in her hand. She is being chased by more men with large safety masks and protective suits, implied to be Orwell’s thought police. The woman reaches the screen and launches her hammer into the screen shattering it to pieces as Big Brother announces the famous “we will prevail” over the loudspeaker. Light filtrates the setting and the monotony is broken, Apple then rolls words down the screen with a narrator reading their message that Macintosh will prevent Orwell’s conformist, controlled Big Brother ’84 as a reality for computers.

The primary message of the commercial is thus that Apple will be introducing a new computer that will be monumental in nature, as implied by the ad’s storyline. The advertisement lacks any true facts as to the nature of the new Macintosh and how it dramatically differs from present computers. The only product information given is that Apple will introduce the Mac on January 24. This advertisement solely revolves upon secondary messages and appeals to the mass population. The ad’s use of Orwell creates the illusion that thus far the technological age has been conformed to one model for computers, and that until now consumers have been united in confusion and routine. Apple may be appealing to consumers as the “underdog” of computer companies in the form of the running woman with her sledgehammer, breaking the norm and creating a new light for computers. In terms of design the options are limited in standing apart, thus Apple makes an attempt to separate themselves from other computers. The Macintosh serves as the woman breaking free from the marching and controlled thought, crashing Big Brother’s control and monotony.


The ad uses language very effectively. The use of Orwell’s words “celebrating the anniversary of technology and pure ideology…burying enemies with their own confusion….we shall prevail” throughout the advertisement’s entirety compliments the conformity and mechanistic nature of the marching people and setting. His loud voice with accompanying text over the big screen brings Orwell’s image of Big Brother’s elevation to life. The closing narration is much clearer than Big Brother’s voice and all words roll in order for the viewer to direct complete focus on Apple’s closing message and to symbolize the attempted message of clarity for consumers catalyzed by the Macintosh.

The characters comprising this advertisement include many white males, dressed identically in industrial-worker attire, as aforementioned. All males are bald and seemingly late-twenties to early-thirties in age. The key character in the ad, the running woman, has free-flowing short blond hair, tan skin, and is very outspoken in terms of color juxtaposition with the rest of the setting. Big Brother is represented by a solitary head, speaking repetitiously on a giant screen.


The setting for the ad is significant, it relays the 1984 message. The men are marching through dark tunnels, low light, however light is funneling through certain areas due to fans adorning the walls of the room where the giant screen lies at the end of the tunnel. The camera angles down at the tunnel and illustrates seemingly millions of men marching toward the room. The setting is entirely gray and faintly lit except for the running woman.

The men's faces are expressionless until the woman throws the sledgehammer into the screen. Light then spreads across the room and their faces show expressions of aw. The narration then occurs with the text rolling claiming the introduction of Macintosh. They effectively do this as the masses of men have seen the light and the exemplary underdog woman has broken the mold/screen the audience observes the ad’s message. The only use of logos in the ad are on the woman’s shirt, which pictures a painted/sketched illustration of a Mac and the final apple logo. The use of the apple logo, an apple outline in rainbow colors, to conclude the ad works nicely considering the grey nature of the ad. Apple brings color, the woman brings change, the masses are awed. Not literally, but in terms of the ad.

In addition to the effective use of the colorful apple, the audio for the commercial is very considerable. The only sound throughout the ad is Big Brother’s voice accompanied by loud, systematic, machinery noises. The audience hears the woman’s footsteps against his voice breaking the routine, along with her empowering yell after releasing the sledgehammer from her hand. After her sledgehammer breaks the screen and Apple rolls their message, a resounding chime-like sound fills the room. This use of sound can be implied to be symbolic of the differentiation between the Macintosh and its predecessors, according to Apple.

In regard to the intended effects of the ad, I infer Apple is ultimately attempting to make a statement separating them from the rest of the computer world. The ad makes the statement that the Macintosh allows for creativity and individuality. Unintended effects for the ad include the ad's empowering statement for women. The ad also perhaps caters to those under-represented by the socio-economic ladder, not only women but members outside the white male convention racially as well. Audiences could also imply that Apple is suggesting that technology has left masses confused, controlled and misinformed and that the Macintosh will provide freedom to break free of these shortcomings. The argument could be made that Apple is making a direct attack on IBM, their largest competitor during the time.


The advertisement leaves it unknown as to the actual implications for the Macintosh and how the computer specifically differs from Apple's previous models along with other computers manufactured by competitors. This lack of information however leaves the consumer guessing and thus provokes further research of the Macintosh.


I feel this is a very effective ad, and it appeals to me in idea and context more so than because of the product they are promoting. I am a PC fan, however the way they portray a woman breaking the mold and Big Brother’s control and spreading the light so to speak, is influential. The advertisement makes a statement for Apple’s ingenuity and creativity in advertising that still plays out in their promotional methods today. It is fascinating however that still today, although creative, Apple's advertising still depends on elevating their product over other companies/products, rather than promoting a product that sells on its own.


Sources:

http://www.uriahcarpenter.info/1984.html

http://en.wikipedia.org/wiki/1984_(television_commercial)