Social Semiotic Analysis Of Apple

This is an advertisement used by Apple to sell its first Macintosh. In this advertisement we found a group of "idiots" alienated by a tyrant dictator who controls them through language and gestures. The only way to make free the alienated people is through the figure of freedom and change (the girl with the hammer).

Apple is identified with the character of the girl (freedom and change) and shows the viewers to the ad as if they were the alienated people who need a shift towards freedom (which is the new Macintosh)

Citing the dark and controlled society in George Orwell ' 1984, Apple is able to convey a powerful message: change.

This could be an example of what Halliday's social semiotic approach practices a fundamental principle which is

In 1984 we find a country named Oceania ruled by a tyrant dictator. Apple tries to represent their largest competitors (eg: IBM) with the figure of the tyrant and evil dictator.

According to Kress and Van Leeuwen, ‘On the Semiotics of Taste: Chains of Meaning’, 1998 the concept of “framework” or “setting” also includes the ways in which the elements of a composition may be connected with each other through the absence of disconnection elements, via vectors through continuities, similarities of color, visual forms, and else. The girl with the hammer is the protagonist of 1984, Winston Smith, and in the ad she is Apple, the hero who come to save the “idiots” from the tyrant dictator (or in the case of the Apple: IMB). She wears bright orange shorts, running shoes, and a white top with the Apple logo in cubist artwork. Through use of allusions to 1984 the images and the setting in the advertisement are given that is normally impossible in a thirty-second advertisement. This could be an example of what Kress and Van Leeuwen are saying.

We can highlight the contrast between the image of the tyrant on a screen and the girl with the hammer. But for us the highlight is the use of

Those are examples of this advertisement.

This advertisement of Apple triumphed because of the quality of the work of George Orwell.

It is one of the brightest ads in history due to the use of language, the power of its images, the need for change and the powerful message conveyed (all made possible by the real images of the film).

The brilliant use of Pathos has made this advertisement by Apple as a cultural icon.

“In addition to the opportunities and challenges presented to semiotics by the ever-evolving resources for communication in interactive digital media, there are also opportunities in the use of such technologies and techniques for the practice of semiotics itself.” (O’Halloran, Tan, Smith, & Podlasov, 2010). These are the features that Apple uses to create a new concept of