Paper 3: Apple’s 1984
Throughout time, totalitarian dictators have tried to suppress individuality. When computers began to enter homes in the 1980s, many Americans feared the new technology and the massive amount of mass-produced computers that stripped away the personal nature of Personal Computers. With grand allusions to George Orwell’s dystopian novel “Nineteen Eighty-Four”, Apple’s 1984 Macintosh commercial contains gray, lifeless images of a dictator speaking to masses of brainwashed, robotic-like people via a mono-color video screen. An attractive girl runs through the complex wielding a sledgehammer and eventually shatters the screen. This unnamed girl is meant to represent the new Macintosh computers, saving humanity from the evils
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There are many levels to the symbolism in the commercial. The premier symbol is the dictator Big Brother, referencing to George Orwell’s novel “Nineteen Eighty-Four” where Big Brother is a tyrant in control of a country’s political party that "seeks power entirely for its own sake. It is not interested in the good of others; it is interested solely in power" (Orwell, 272). In the context of the commercial, Big Brother is meant to represent IBM. At the time, IBM was Apple’s largest competitor and ran the personal computer industry for a number of years. Using quick cut scenes between contrasting views, Apple’s commercial created high levels of energy and tension between Big Brother’s regime and the lone heroine. The regime looked grim and uninviting while the girl was always brightly lit and wore a clean, white shirt and vivid, orange shorts. Her lively appearance establishes the girl as the heroine and invites many viewers to side with her. Personally, as the plot develops, I begin feeling imprisoned by Big Brother, much like the brainwashed marching men. When the heroine spins the sledgehammer, the feeling of hope and the possibility of future begin to return to me. I feel like I am right beside her, fighting a rebellion against dystopian government power abuse; I feel like I am unstoppable. Apple’s 1984 Super Bowl commercial makes viewers feel these emotions. The company connects with viewers on an emotional, patriotic-like level. I don’t feel like the company is selling me a product, but I feel the urge to go out and buy their products to ensure evil IBM doesn’t take
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
Thirty-two years ago Apple released its first commercial during the Super Bowl. The ad contains multiple references, including its title, from George Orwell's dystopian novel “1984”. The idea was conceived by Brent Thomas and Steve Hayden who decided on the brilliant tagline “Why 1984 won’t be like 1984”. The famous Ridley Scott directed the ad while actress, model, singer, and athlete Anya Major played the lead role. Apple’s “1984” has several instances in which one can observe the use of the three appeals: ethos, pathos, and logos. “1984” uses Aristotle’s three appeals to endorse the new Macintosh and put Apple on the market. More specifically, the use of ethos is blatantly obvious in the ad.
"Most people have written this book off as a good science fiction work." Says Jason Caminiti, writer of the 1984 critical essay, "It's Like 1984 All Over Again." What he refers to is the public's reaction to 1984, a novel discussing the government's involvement in personal affairs. Caminiti believes that the book holds truer to modern times than people believe. Although there may be no Ingsoc, telescreens, Newspeak, or even helicopters darting in and out of windows, the government still has their own wicked methods of controlling and monitoring American society. Modern technology has just helped accomplish this feat. Caminiti explains how everything acts as a monitoring tool, from the Internet to the Social Security System, and even ID cards for schools and college campuses. "Our government is taking steps towards this type of Orwellian society all the time." He realizes. Jason Caminiti is right. 1984 is not just some nondescript science fiction novel, but a reflection on life today.
A totalitarian regime fostered on love is a government dancing atop of its deathbed. Only a relationship between an individual and the party, and a love for its leader can be tolerated by the autocratic society. Bob Dylan explains, “No one is free, even the birds are chained to the sky”, depicting the totalitarian and dystopian worlds of George Orwell’s novel, Nineteen Eighty-Four and Steven Spielberg’s movie, Minority Report. In Orwell’s Nineteen Eighty-Four, war, hatred, and machines are the gears powering the Big Brother. By eliminating freedom and generating fear through constant propaganda, strict laws are emplaced and incessant surveillances dominate the lives of Oceanians. In Minority Report, uses futuristic software, precogs, to prevent crime before it happens. Although there is a chance that the crime may not even take place, the oppressive society does not allow for one to decide, but decide one’s faith for them. Sight will be the great flaw and attribute of all mankind.
George Orwell foresees a nightmarish-future for the world in his book 1984, where individualism loses precedence to "the good of society," and with it goes the individual's private life. "The [controlling] Party" in the socialist government knows the intimate details of all citizens, and prosecutes those who violate social orders through threatening speech, behavior or thoughts. The omnipresent visual warning "Big Brother is Watching You,” reminds citizens that no personal information is safe from the "Thought Police." While this may seem far-fetched to some, Orwell envisioned technology facilitating government's abuse of power in 1950; in the twenty-first century, progress has left one's private life susceptible to interested parties in both the public and private sectors. In 1997, Ralph Nader cautioned, "The people are not organized not equipped with the knowledge, tools or skills to confront the invasions of the self they can see, let alone the far greater, more subterranean kinds of surveillance" (viii). With the rise of computers to their current capabilities, collecting, storing, accessing and sharing personal data has become easier than ever before: governments and companies no longer keep files of paper records on individuals, which accessing, stealing or sharing would be too arduous a task, but rather electronic databases that they can easily create, access and link. Ellen Alderman and Caroline Kennedy note in their book The Right to Privacy, "From a privacy point of view, we are in the midst of the most unsettling period in [the computer] revolution" (326). Computers do not threaten personal privacy, though, nor violate any right granted to Americans: the word 'privacy' does not appear in the Constitution, nor does the p...
Even though many of Orwell’s ideas in his novel 1984 seemed completely fictional, several of the concepts throughout his book have a common link to today’s society. For instance in the same way telescreens monitor people every second of their li...
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
When George Orwell’s epic novel 1984 was published in 1949 it opened the public’s imagination to a future world where privacy and freedom had no meaning. The year 1984 has come and gone and we generally believe ourselves to still live in “The Land of the Free;” however, as we now move into the 21st Century changes brought about by recent advances in technology have changed the way we live forever. Although these new developments have seamed to make everyday life more enjoyable, we must be cautious of the dangers that lie behind them for it is very possible that we are in fact living in a world more similar to that of 1984 than we would like to imagine.
Logos, in this commercial, it is to make the audience feel the same way as you do. As you can see in the video, everyone is having fun and a good
Today’s world is full of robots that vacuum the floor and cars that talk to their drivers. People can ask their phones to send a text or play a song and a cheerful voice will oblige. Machines are taking over more and more tasks that are traditionally left to people, such as cleaning, navigating, and even scheduling meetings. In a world where technology is becoming increasingly human, questions arise about whether machines will eventually replace humankind altogether. In Ray Bradbury’s short stories, “The Veldt” and “August 2026,” he presents themes that technology will not only further replace the jobs of humans, but it will also outlast humankind as a whole. Although this is a plausible future, computers just cannot do certain human jobs.
George Orwell's dystopian (a fictional place where people lead dehumanized and fearful lives) vision of the year 1984, as depicted in what many consider to be his greatest novel, has entered the collective consciousness of the English-speaking world more completely than perhaps any other political text, whether fiction or nonfiction. No matter how far our contemporary world may seem from 1984's Oceania, any suggestion of government surveillance of its citizens -- from the threatened "clipper chip," which would have allowed government officials to monitor all computer activity, to New York Mayor Rudy Giuliani's decision to place security cameras in Central Park -- produces cries of "Big Brother is watching." Big Brother, the all-seeing manifestation in 1984 of the Party's drive for power for its own sake has come to stand as a warning of the insidious nature of government-centralized power, and the way that personal freedoms, once encroached upon, are easily destroyed altogether.
Apple is “the world’s most colorful company,” Linzmayer, Owen . Apple Confidential 2.0. 1st. San Francisco, CA: No Starch Press, 2004. When looking at its meager beginnings Apple’s influence on the media could only be described as unique. Their product, style, and overall beliefs make the Apple Corporation a multi-billion dollar company with a general appeal for all ages. It is getting harder and harder to be an individual, so with Apple you can “rise above the norm” and be unique. Recently, this unique corporation has taken the media by storm, with their new line of products. Right along side these new products are a full line of new commercials to go along with them. These new commercials spawned from years of creative marketing done on Apple’s part. Studying the history of Apple is necessary to understanding their influence upon us today.
In The Matrix, technology dominates society. The push to automate and link the world is a perpetual theme of modern society. As technology rapidly advances, implementation of computer-driven robotic devices and software programming has inundated the world and changed human perspective. There is a cost to pay when redefining the population with AI technology. This cost is identified in Barlett and Byer’s, “Back To The Future: The Humanistic Matrix” “The Matrix metaphorizes our willingness to fantasize that the ‘freedom’ rhetoric of e-capitalism accurately reflects our
Born in the eighties, I entered a world of big hair and bad style. In the technological realm there were tape players, VCR’s, and fresh on the market: personal computers. Apple was domination the computer scene with their introduction of the Lisa computer. But not for long, soon computer technology would jump to unimaginable heights. As I grew up the technology around me would continue to grow and advance – quite rapidly I might add.
computer. The electronic computer has been around for over a half-century, but its ancestors have been around for 2000 years. However, only in the last 40 years has it changed the American society. From the first wooden abacus to the latest high-speed microprocessor, the computer has changed nearly every aspect of people’s lives for the