WhentheSuperBowlbegan,thecommercialsthatairedin1967werejustregularadswithnothingspecialaboutthem.

WorksCited:“1984(AdverGsement).”Wikipedia,WikimediaFoundaGon,5Mar.2020,

en.wikipedia.org/wiki/1984_(adverGsement).

Until Jan 22nd, 1984 ... Half-time

WashingtonRedskinsv.

LosAngelesRaiders

1984MacintoshCommercial

DirectedbyRidleyScoU(AlienandBladeRunner)

Cost$1.6milliontoproduce.

Thecommercialhastakenonlegendarystatusas“thebiggestsinglesplashinthehistoryofadverGsing.”

Thead’spurposewastoannouncethereleaseoftheMacintosh,AppleCorporaGon’snewpersonalcomputer.

WhenthisadverGsementaired,ApplewasinafightwithIBMtowincontrolofthepersonalcomputermarket.

IBMwasfamousforitsrigidcompanystructureandinsistenceonthatitsemployeesmaintainthe“blue-suitedcorporatelookanda\tude”.ThenicknameforIBMis“BigBlue.”

Intheearly1980’s

Apple’simagewasamaverick,anG-corporatecompany.

Thecompanyencouragedemployeestowearjeansandt-shirtstowork.

TheadwasalmostnotairedbecauseofthehighcostofairGmeduringtheSuperBowl.

Itcost$400,000toproduceandwasgoingtocost$800,000toappearONCEduringtheSuperBowl.

SteveWozniak(co-founderofApple)hadthistosay:"Oneevening…SteveJobsgrabbedmeandsaid,'Hey,comeoverhereandlookatthis.'Hepulledupa3/4-inchVCRandplayedthead.Iwasastounded.Ithoughtitwasthemostincrediblething.Thenhetoldmethattheboarddecidednottoshowit.Hedidn'tsaywhy.Iwassoshocked...

StevesaidweweregoingtorunitduringtheSuperBowl.Iaskedhowmuchitwasgoingtocost,andhetoldme$800,000.Isaid,'Well,I'llpayhalfofitifyouwill.’

IfigureditwasaproblemwiththecompanyjusGfyingtheexpenditure.IthoughtanadthatwassogreatapieceofscienceficGonshouldhaveitschancetobeseen.”

ItwasesGmatedthecommercialreached46.4percentofthehouseholdsinAmerica,afull50percentofthenaGon'smen,and36percentofthewomen.

TheadwaspaidtoaironlyONCE.

•  AnyapprehensionApplemayhaveharboredregarding1984disappearedsecondsajerthespotran.SwitchboardsimmediatelylitupatCBS,andApplewithcallsdemandingtoknow,"Whatwasthat?"Loveitorhateit,thecommercialdemandedaUenGonandsparkedwidespreadcontroversy.

•  ItwouldulGmatelygarneranesGmated$5millioninfreepublicity;allthreetelevisionnetworksandnearly50localstaGonsairednewsstoriesaboutthespot,mostreplayingitinitsenGrety,andhundredsofnewspapersandmagazineswroteaboutthephenomenon.

AdverGsingAgedeclared“1984”theCommercialoftheDecadeforthe1980’sandthenin1995nameditthe“greatestcommercial”ofthelastfijyyears.

Thecommercialwentontowinover30adverGsingindustryawards.

In1999,TVGuidenameditthebestcommercialevermade.

ItisnowconsideredamasterpieceinadverGsing,andiswidelyregardedasoneofthemostmemorableandsuccessfulAmericantelevisioncommercialsofallGme.

GoalsToday

•  UnderstandthecharacterisGcsofdystopianliterature

•  HowdodystopiancharacterisGcsandsymbolicimageryintheadworktogethertoconveyatheme?

•  Howisthisthemeusedtopersuadetheaudiencetobuythisproduct?