In 1984, personal computing was still in its infancy, with Apple emerging as a pioneering
force with their Macintosh Computer. The market was dominated by big, established
corporations like IBM, who represented the time’s technological paradigm. Computing was
centralized by corporate controlled systems. Apple was trying to disrupt this status quo by
introducing a more user-friendly and individualistic operating system and computing experience.
Apple faced significant challenges in positioning itself as an alternative to industry giants. They
decided they needed a bold statement to differentiate itself and capture the attention of
consumers and the tech industry. During Super Bowl XVIII, Apple aired the “1984” commercial,
a definite risk, but ultimately a success. The effectiveness of the ad was largely due to the
rhetorical strategy used within it. Apple’s classic advertisement uses visual symbolism,
metaphor, rhetoric of display, and enthymeme to evoke collective memory for the purpose of
establishing a presence that communicates a claim of value to a universal audience.
Palczewski, Ice, and Fritch (2016) define visual symbols as perceivable representations
of another separate thing, thought, or action. The visual symbols of Apple’s ad include the
projected “Big Brother” figure, the masses of identical drone-like workers, the rebellious
woman, and the sledgehammer. Each of these evoke certain meanings and emotions from
audiences. In this case, the visual symbols are meant as allegory to George Orwell’s 1984. “A
metaphor is a figure of speech in which two dissimilar things are said to be similar.” (Palczewski
et al., 2016, p. 51). It aims to give a new perspective on an issue. Apple connects Orwell’s novel
and its antagonist, “Big Brother”, to the dominance of the computing industry by a single entity.
The masses of identical workers passively watching and obeying “Big Brother” represent
consumers who have been conditioned to accept the status quo. The Rebellious woman
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represents the Macintosh computer and serves as the embodiment of freedom. The
sledgehammer represents the massive change anticipated by the imminent paradigm shift. The
visual production itself also suggests rhetorical meaning. Palczewski et al., (2016) wrote that
rhetoric of display is a form of rhetoric that presents ideas through visual decisions. The ad itself
was directed by Ridley Scott, known for Alien and Blade Runner. The stark contrast between the
dystopian world and the vibrant presence of the rebellious woman further reinforces the message
embedded within the ad. Also, the use of cinematic techniques, such as dramatic lighting, slow
motion sequences, and dynamic camera angles, enhances the audience’s emotional connection
with the ad. Near the end, text is read off the screen “On January 24th, Apple Computer will
introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984’.” This is an example of an
Enthymeme, defined as: “A syllogism (…) whose function is rhetorical persuasion.” (Palczewski
et al., 2016, p. 107). In an enthymeme, the speaker and audience must work together to permit its
construction and the proofs are partially constructed by the audience. It’s not spelled out that
“1984” is an undesirable depiction of future events or that Macintosh would be its metaphorical
preventor. It’s the responsibility of the audience to come to this conclusion and mentally
complete the syllogism.
“Collective memory is memory that is not simply an individualized process, but a shared
and constructed creation of a group.” (Palczewski et al., 2016, p. 25). Many of the rhetorical
tools used to craft this message were aimed toward evoking a collective memory through
intertextuality. Invoking Orwell’s novel is an attempt at resonating with cultural memories of
totalitarianism and surveillance. This is a powerful memory that triggers many emotions and
value judgements. The directing of the ad by Ridley Scott not only replicates the long-respected
conceptualizations of sci-fi cinema, but also taps into the cultural memory of rebellion against
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authority and conformity. This aims to establish Apples brand identity and presence as a
company that champions individuality and nonconformity. Palczewski et al., (2016) explains that
presence is the construction of an idea amid the audience’s consciousness. Prior to this ad, Apple
was not considered a real threat to IBM. Apple took a calculated risk and asserted themselves
firmly as an industry-shaking company. This ad was so striking that no matter what one thought
of Apple, they were forced to acknowledge their presence in the computing space as a force of
disruption.
There were obviously different ways that this message could go over to different
audiences. There would be many who would be turned off to the idea of Apple as a computer
company due to this very ad. Its likely that Apple was looking to connect with a universal
audience, which is an audience that they would consider reasonable and competent members of
humanity (Palczewski et al., 2016). Apple, valuing innovation and progress, have no problem
alienating themselves with an audience that doesn’t share these values. They probably wouldn’t
find that audience reasonable or competent. Apple is not pandering to a particular audience with
their messaging but rather expressing their predetermined values into a free market of ideas.
With this specific ad, they make a claim of value not necessarily to convince the non-believers,
but to invigorate and initiate the believers. A claim of value expresses an opinion not empirically
verifiable (Palczewski et al., 2016). Apple clearly values individuality and innovation. They
associate their products with these values, essentially transferring the traits and attitudes onto the
consumer. Ever since the ad, Apple has been promoting a lifestyle and culture of individuality
more than even the technology itself, though they have shifted away from the rebellious image as
they become larger and larger.
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Apple’s “1984” advertisement represents a pivotal moment in advertising history.
Through the strategic use of visual symbolism, metaphor, rhetoric of display, and enthymeme,
the advertisement tapped into collective memory and cultural references, resonating with a large
audience. The allegorical connections to Orwell’s “1984” and cultural memory of rebellion
further reinforced Apple’s message of innovation. The advertisement’s cinematic production
enhanced its rhetorical impact, establishing Apple’s presence as a disruptive force in the industry.
Ultimately, it’s claim of value was aimed at a universal audience, asserting Apple as innovative
and individualistic. “1984” set Apple on its path of rhetorical strategy that helped make it the
largest company of all time.
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References:
Palczewski, C. H., Ice, R., & Fritch, J. (2012). Rhetoric in Civic Life. State College, PA: Strata
Pub.
Orwell, G. (1949). 1984. New York, NY: Harcourt Brace Jovanovich.
Apple. (1984). 1984 Apple's Macintosh Commercial. Retrieved from
https://www.youtube.com/watch?v=VtvjbmoDx-I&ab_channel=MacHistory