The other day I was searching around online for images referencing the work of Jim Henson and one of the first images I came across was an Apple ad from a few years ago, which consists of a picture of Henson and Kermit the frog with the words “Think Different” underneath the Macintosh logo. I've seen several of these posters in the past but, I never really thought about them until I saw the image of Henson, whose work I very much enjoy, trying to get me to buy Apple.
From about 97 to 2007 Apple made a extensive series of these posters which featured portrait photos of some of the world's most recognizable artists, scientists, and Nobel Prize winners etc. The list of iconic figures featured in this 10 year ad campaign includes but is not limited to Jane Goodall, Albert Einstein, Bob Dylan, Martin Luther King, Jr., John Lennon with Yoko Ono, Buckminster Fuller, Thomas Edison, Maria Callas, Alfred Hitchcock, Frank Lloyd Wright, Jimmy Carter, and Pablo Picasso.
Through these posters the producer Apple, is trying to get the consumer to associate their products with intelligence and innovation, by visually affiliating itself with historic figures. Essentially making the argument that by purchasing Mac products the consumer will be part of innovation and progress like the intellectuals in the posters. All of the Think Different ads operate in exactly the same way, and the visual mechanics employed in the ads are very intricate, although they communicate their message intuitively. These advertisements are effective because the viewer quickly recognizes the iconic figure in the photograph, and then instantly recognizes the Macintosh logo.The message is communicated visually, mostly through a single image and except for the words “Think Different” there is no text involved. At first glance the poster doesn't even seem to be an advertisement, it simply looks like a black-and-white picture of a renowned individual. But immediately after seeing the figure, the viewers eye is drawn upward to the Apple logo in one of the top corners, under which the slogan “Think Different” appears. The text and Apple symbol are both small and unobtrusive, so as not to detract from the photo itself, making the poster read as a picture first, and an ad second. Although proportionately small, the brightly colored, rainbow Apple logo can't be overlooked when placed on a black-and-white photograph, which easily makes it the second image the viewer sees and processes. The rainbow pattern on the Macintosh symbol also carries with it its own subtle connotations, as the rainbow is often associated with acceptance and diversity.
Something that I find upsetting about the Think Different posters is that there frequently displaying photos of people who are dead, and using them to posthumously endorse their product. While no text appears specifically claiming that Jim Henson prefers Apple products, the poster makes that claim by using his likeness and creating an association in the mind of the consumer.
http://www.youtube.com/watch?v=aR6ymjeKOOs
ReplyDeleteI can't imbed the above link in the comments, but I think that this particular track falls right in line with your post. If I had to describe it succinctly, I'd probably use the term 'musical necromancy.' This is Kenny G taking the vocal track from Louis Armstrong's "What A Wonderful World," and placing it to a synth (shitty) back-beat and spewing his reverbed soprano sax noodling all over a recording so special and, dare I say, sacred to anyone with any cultural literacy whatsoever.
"What A Wonderful World" is probably the worst song in Mr. Armstrong's catalogue and it STILL brings a tear to your eye or a chill to your skin. Hopefully both. YouTube some videos of the man live and I guarantee you'll git it in your soul.
Excellent post Scott. Thanks!
I should clarify that when I say "worst song" I mean it was the most over-produced (even before Kenny Gorlick) recording that Louis Armstrong ever made and was obviously produced for commercial gain. It's not bad at all but it does lack the truly raw nature of the man himself. None the less, Louis Armstrong never half-assed anything and "What A Wonderful World" is no exception.
ReplyDeleteNice post. Some have said that Apple Inc. is a advertising company first, and a electronics company second. These posters defiantly try make the association between Apple and the great innovators. Another way to look them is rather than using people to endorse a product, Apple is honoring and applauding the incredible work and contribution to society that these individuals have made. Honoring them in a similar manner as the featuring of Jimmy Carter's Nobel Peace Prize, the death of Rosa Parks, and other notable events on their website's home page with the same Think Different slogan.
ReplyDeleteApple is a company built on innovation and entrepreneurship. I think this quote from the TV ad campaign says it best.
"Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things."
And of course, it's all still advertising. Perhaps it's just worked on me this time.
Arlo.
ReplyDeleteI like what you said about Apple honoring and applauding the incredible work and contribution to society. In fact, I wish I would've used that phrasing in my post. The advertising does work on me, and I feel taken in by it, and realize it. That's exactly why I had such a strong response to the Henson image. I've seen and been drawn in by those images so many times, but I hadn't fully thought about the self-serving nature of the ads, or how by “honoring the crazy ones” apples putting themselves alongside them.
Chris
'musical necromancy.' love that description, it's really interesting a really way to describe remixes and the like.
Thanks for the comments