Abstract
Rhetorical criticism is basically an analysis of the items people use to communicate, such as images and words. There are different strategies that one can employ when conducting such an analysis. Most importantly, the first step is the selection of an artifact to analyze since the strategies used may differ with the artifact. In this paper, the artifact to be analyzed is an advertisement from Apple and the method employed is ideological criticism, which evaluates the message presented by this advertisement.
Research Question: What is the main message behind this advertisement and was presented in a way that was clear for the viewers?
Research question
Artifact Description: they think different advertisement from Apple is made up to 12 images of legends and people who have made a difference in the world in some way. Also, it includes a voiceover that gives a description of the images of people shown.
The context of the message: The message basically encourages people to be different like the legends shown in the images who dared to be different and ended up changing the world in the process.
Message Analysis: Ideological criticism will include looking at the views presented by the artifact, including the positions, values and goals presented. This will include a look at the images shown in the advertisement and the voice-over acting as a description of each image.
Reflection about the criticism and the message: An overview of the entire criticism and the message derived after conducting the analysis.
Introduction
Apple is still known for its out of the box advertisements that are said to create a good reputation for the company. In 1997, around the time when this advertisement was released, there was a need to find a way to attract the attention of the press in a positive way. The people working with Apple at the time had to find an advertisement that would keep the brand relevant to its people. That led to the development and release of the Apple Thinking Different advertisement 1997. The advertisement is made up of a number of people who made a difference during their time. The people mentioned in the advertisement include Martin Luther King, Albert Einstein, Muhammad Ali, Thomas Edison, Richard Branson, Amelia Earhart, and Pablo Picasso ❲This is not Advertising, 2011❳. The advertisement talks about the different people in the society, the misfits or troublemakers. It talks about how others can agree with these people, but they still go ahead and change the world. The intention of this advertisement is to put Apple in the same category as the mentioned people who are willing to be different and lead the world in other directions. The advertisement strategically shows pictures or videos of the people as they give a description of them and their importance in the society. The following analysis of the artifact is intended to answer the question, what was the main message behind this advertisement and whether the viewers understood this message as it was intended for them. The analysis of the artifact will focus on different aspects, including the narrative, the respondents, and the relationships established by the message ❲Foss, 2009❳. The criticism method employed in this paper is the ideological method that examines the constructed views by the artifact. The analysis will include looking at the views, positions, and resources presented in the think different advertisement. At the end of the analysis, the paper will look at how a set of assumptions in this artifact has been designed to shape the viewers’ beliefs and values. Some artifacts are said to have some level of coercive control and symbolic consent that may cause the viewers to accept them as norms and change their dominant ideologies ❲Foss, 2009❳.
Artifact Description
The advertisement starts with a picture of Albert Einstein and the voice over saying “Here is to the crazy ones.” The words and the picture of the person displayed are obviously related. Albert Einstein was known for his different physics theories. Additionally, he was known for a number of peculiar behaviors like having unkempt hair (Rosenburg, 2016). Most of all, he is known for the definition of insanity as “doing the same thing over and over and expecting different results” ❲Every Apple Ad, 2012❳. The advertisement creates a depiction of Albert Einstein as part of the people the society referred to as crazy, but still went on to make a difference in the world.
Context of the Message
The advertisement is made up of 12 black and white images of legends, visionary thinkers, and people who have made an impact in the world in their different platforms. It is also made up of a voice-over as the images of these people are shown. The message is basically telling people that being different creatively or in other forms like the people shown, can change the world. At the end of the advertisement is a picture of a young girl who opens her eyes as a depiction of seeing new possibilities and probably understanding the concept of the message. The criticism of an artifact, especially one that represent people, highlights the need to ensure that the people, for instance, in this advertisement are not reduced to a status or things that can be predicted and controlled by others perceptions (Foss, 2009). Instead, the interpretation must be flexible and diverse. The following is an analysis of the message of the think different advertisement.
Message Analysis
The next picture shown is of Bob Dylan, and a voice over describing him as “the misfits/ the rebels” ❲Every Apple Ad, 2012❳. Bob Dylan’s music still influences people today and has had an impact across different genres of music, including folk music and pop. A number of his hit songs were those that called on people to do different and to make a change where possible. The songs are said to have been a motivation for a number of civil movements and activists. Some of these songs include Blowin’ in the wind and A Hard Rain’s A-Gonna Fall ❲Barnes, 2015❳.
The artifact also shows a picture of Martin Luther King and associates him with “the troublemakers” ❲Every Apple Ad, 2012❳. The depiction of Martin Luther King as a troublemaker is not about people who engage in senseless rebels without a cause. It is a depiction of a person who stood up against the norms of his time and challenged people to treat all people equally ❲Tuzzio, 2014❳. He was one of the people of his time to address the subjects of racism and segregation. His “I have a dream” speech challenges the morality of all people and is still used by people. The artifact creates a view of a person who was regarded as a troublemaker, but went on to challenge the world to be different and to change their stand on crucial subjects like racism.
In the advertisement, Richard Branson is described as “the round pegs in square holes” and “the ones who see things differently” ❲Every Apple Ad, 2012❳. He is mostly known for his success with Virgin Airlines and other Virgin companies. Branson did not go to business school like other business leaders but he has changed the outlook of business for most people. Today, his success, management, and leadership skills are used as references in most business classes. Entrepreneurs want to be like him, mostly because of his need to find a different way of doing things ❲Wasson, 2016❳. The depiction of him as a round peg in square holes is accurate since based on his background one would not think he would achieve the amount of success he has today.
John Lennon is described in the advertisement as “they’re not fond of rules” ❲Every Apple Ad, 2012❳. He was in a musical group that later became the Beatles, one of the most successful music groups in pop music. He was also involved in other radical and progressive political causes. He took part in demonstrations for Native-Americans and African-American rights. He also released songs like Imagine and Give Peace a Chance that have been used in similar demonstrations ❲Johnson, 2010❳. His involvement in anti-war demonstrations became more politically direct over the years. The American government was somewhat fearful of his power and influence on a high percentage of people. It later becomes difficult for him to stay in the country since he was threatened to be deported. As such, the depiction of John as a person who did not like the rules in the advertisement is accurate.
Buckminster Fuller is another of the influential people in the advertisement. He is described as “and they have no respect for the status quo.” His impact in the architectural arena continues even today. Fuller did not attend architecture school, but his limitless possibilities in design were evident and he received multiple honors for his great work in the field ❲Yanoviak, 2005❳. Muhammad Ali’s story and success are used as an example to many people even today. He had begun his boxing career, but in 1967, he refused to join the army citing religious reasons. That led him to be stripped of his boxing title and to lose almost four years of a successful career. His case was overturned by the Supreme Court giving him a chance to win back the titles he had lost. His boxing success and views on subjects of racism and social injustice made him a legend whom people still look up to. Ali was well known for his catchphrase, “I am the greatest” (iWonder, 2012).
Amelia Earhart was the first woman to fly the Atlantic in the 1930s; a time when women were not taking up careers that would challenge other men in the jobs. Her picture is displayed in the advertisement with a voice layover saying, “they push the human race forward” ❲Every Apple Ad, 2012❳. Her success in this career, as a woman, especially at that time when the equality gap between men and women was significantly wider, was an example to other women. Women during this time looked for others to pave the way for them and Amelia was a great example America’s Story, n.d.). Gandhi is depicted in the advertisement as a person who changes things. The depiction is accurate since in his lifetime, he was known as a moral teacher. His teachings are used today and he is still considered as an influence of peace, not only in India but the entire world (Hardiman, 2016).
Frank Lloyd Wright’s picture is shown against a voice-over of “because the people who are crazy enough” ❲Every Apple Ad, 2012❳. Frank’s influence in the architecture field is evident even today. He believed that great designs were meant to make people more respectful and aware of their surroundings. He came up with the Prairie style of design at a time when his fellow designers were copying designs of European designers. He made a difference in the field since he was willing to look at different cultures for inspiration ❲Janssen, 2011❳.
Apple is said to have among the best print and television advertisements ❲Evans, 2015❳. The statement is attributed to the ability of the advertisements to be a depiction that is away from the norm. With the think different advertisement, such an advertisement is not one that technology companies would adopt. The advertisement shows the company’s influence on its customers to be different as well as embrace Apple’s difference in comparison to other technology companies. The advertisement was a major success for the company and is still used by other advertisers as an example of thinking outside the box. It won a number of awards, including an Emmy Award for the best commercial ❲This is not Advertising, 2011❳.
Reflection
When conducting an ideological criticism, one has to find suggested elements embedded in the artefact with power relationships or contradictions that are omitted or misdirected. By looking at the absent and the elements present, one is able to assess the meaning and strategic omissions intended to promote certain dominant groups and suppress subordinates (Foss, 2009). Basically, this type of criticism looks at how ideas in an artefact are influenced by the past and some power interest and how they are created to shift peoples’ outlook on subjects or people. The Apple advertisement presents these people as though they were perfect. Yes, they did change the world and they did encourage others to join in the conversations they started but some of them were trouble. For instance, John Lennon, who is described in the advertisement as “they’re not fond of rules.” The most important thing is that the advertisement is intended to encourage people to embrace their differences or to strive to take different paths from the norm. However, the question is whether all this should be achieved at any cost. Foss (2009) explains that the role of rhetoric criticism is to encourage people to be inquisitive about the symbols around them. The advertisement from Apple does not address the aspect of the poor characteristics of the people in the advertisement as if to say we should breed a generation of troublemakers and rule breakers all in the name of being different and making the world a better place.
References
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Barnes. T. ❲2015, March 20❳. 5 Bob Dylan Songs That Actually Changed the Course of History. Music.Mic. Retrieved from https://mic.com/articles/113316/5-bob-dylan-songs-that-actually-changed-the-course-of-history#.vCH0qW3gM
Evans, J. ❲2015, June 17❳. The untold story behind Apple’s ‘Think Different’ campaign. Computer World. Retrieved from http://www.computerworld.com/article/2936344/apple-mac/the-untold-story-behind-apple-s-think-different-campaign.html.
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Rosenberg, J. ❲2016, February 26❳. 10 things you don’t know about Albert Einstein. About Education. Retrieved from http://history1900s.about.com/od/people/a/Einstein10.htm
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