Posted by This advertisement is promoting an upcoming Apple product. The print ad was released in 1988 and is scheduled for September 27th. Although the site doesn’t specify, I would assume that this ad is found in a magazine or a news article. These two advertising methods were the most common in the late 1980s which is what leads me to believe that it is what apple used. The content of the ad is rather interesting. There are no images in the ad. Its entire message is gotten across by using text and negative space. Within the text, it creatively builds anticipation by making promises about a new device with amazing capabilities, using examples of famous figures known for their exceptional talents in singing, talking, and scientific intellect.
In the singing department, Apple chose to say, “It can sing like Caruso,” this is regarding Enrico Caruso. Enrico (1873–1921) was an Italian tenor, widely regarded as one of the most celebrated and influential opera singers of all time. Born in Naples, Italy, into a poor family, Caruso showed musical talent from a young age. He became one of the first major recording artists, popularizing opera through his groundbreaking recordings with the Victor Talking Machine Company. These recordings expanded his influence beyond traditional opera audiences, contributing to his enduring legacy. When it comes to talking, it refers to “Barrymore.” This is talking about Drew Barrymore, born February 22, 1975, in Los Angeles, California, she was an American actress, producer, director, and talk show host. She comes from a famous Hollywood family, the Barrymores, known for their long legacy in film and theater. Today, Barrymore is known not only for her film work but also as the host of The Drew Barrymore Show, a daytime talk show where she interviews celebrities and discusses personal growth, lifestyle, and entertainment. In the calculation aspect of this ad, the ad describes its unrevealed predicts ability to “Calculate like Einstein.” This is obviously talking about Albert Einstein. Albert Einstein was born in 1879 and died in1955. He was a German-born theoretical physicist who is widely regarded as one of the greatest scientific minds in history. He is best known for developing the theory of relativity. Born in Ulm, Germany, Einstein showed an early interest in mathematics and science. After studying in Switzerland, he worked at a patent office while pursuing his scientific research.
The use of these comparisons gives the Apple product a sense of revolutionary abilities, capable of excelling in multiple fields. This targets a wide variety of people although it almost seems targeted towards the older generation. I think this is because Apple is super popular in the new generations but not as known in the older ones. This ad could be a way of trying to connect back with that generation to generate more customers. It shares a wide variety of talents that this new device will be able to assist with and it uses people that everyone knows to allow everyone to understand its capabilities.
Visually, the ad is straightforward and rather simple, a common trait of Apple’s branding in the past. The text is the main focus of the design, focusing the viewer’s attention on the bold claims about the product’s capabilities with a ton of negative space so you can’t get easily distracted. The font is classy while also slightly mysterious. The recognizable Apple logo at the bottom right reinforces the brand’s identity without overemphasizing the message. The ad also utilizes a sense of mystery stating, “You’ve never seen—or heard—anything quite like it.” This line aims to spark curiosity and excitement among potential consumers, encouraging them to anticipate the launch date eagerly. This connects to the circuit of culture in the way of representation. It represents humankinds’ curiosity and want for this “new thing.” We can still see this technique used in apple products today.
Overall, the ad is effective in generating hype and maintaining Apple’s brand image of leading innovation in technology.
Cultural History of the Internet 