For the Rest of Us: A Reader-Oriented Interpretation of Apple's '1984' Commercial

Scott, Linda (1991) For the Rest of Us: A Reader-Oriented Interpretation of Apple's '1984' Commercial. Journal of Popular Culture, 25 (1). pp. 67-81.

Abstract

It was a bright cold day in January, and the clocks were showing third quarter. Fifty million Americans nuzzled in the breasts of their telescreens, staring down into the Super Bowl stadium. They slipped through the afternoon glassily, with their beer and their Winstons and their friends. Suddenly the predictable drone of sportscasters was interrupted by a gritty sixty-second metaphor. A young woman athlete being chased by faceless storm-troopers raced past hundreds of vacant-eyed workers and hurled a sledgehammer into the image of a menacing voice. A transcendent blast. Then a calm, cultivated speaker assured the astonished multitudes that 1984 would not be like 1984. Macintosh had entered the arena.

Item Type: Article
Keywords: Advertising; Television advertising; Sport
Subject(s): Entrepreneurship
Centre: Entrepreneurship Centre
Faculty of Marketing
Date Deposited: 25 Feb 2012 20:43
Last Modified: 23 Oct 2015 14:06
URI: http://eureka.sbs.ox.ac.uk/id/eprint/1989

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