Genre Critique on Macintosh Advertisements

Introduction

• Presenter: Sisle
• Focus: Genre criticism on Macintosh advertisements
• Ads Discussed:
  • 1984 Macintosh Super Bowl Advertisement
  • Basic MTV Ad

Overview of Advertisements

• Super Bowl Ad (1984)
  • Aired during the Super Bowl
  • Designed to make a significant impact
  • Historical context: Super Bowl ads are high-impact and costly
• MTV Ad
  • Regular consumer-friendly advertisement
  • Seen commonly on TV

Key Themes in Advertisements

1. Technology
   • Revolutionary portrayal in 1984 ad
2. Consumerism
   • Different approaches in each ad
3. Power
   • Displayed through different narratives
4. Gender
   • Central to 1984 ad

Analysis of the 1984 Macintosh Advertisement

• Visuals and Symbolism
  • Gray clothes, brainwashed people
  • Man on screen dictating actions
  • Girl in bright orange and white clothing
  • Carries and uses a sledgehammer to break the screen
• Narrative
  • Apple introduced as a groundbreaking product
  • Tagline: "1984 won't be like 1984"
• Use of Gender
  • A woman as the central figure
  • Contrast to the rest of the group
  • Symbolic use of a female figure as an agent of rebellion
  • Debate on whether it serves a feminist critique
  • Sarah Stein's Argument:
    • Female presence is more a dramatic device
    • Not explicitly about gender equality

Comparison with the MTV Ad

• MTV Ad Characteristics
  • White-themed advertisement
  • Focus on practicality and work-related tasks
  • Introduction of a mouse as a feature
• Impact and Tone
  • 1984 ad is serious, revolutionary
  • MTV ad is more casual, user-friendly
  • Comparison of lasting impact on viewers

Conclusion

• 1984 ad portrayed as revolutionary with a strong narrative
• MTV ad as more approachable for everyday consumers
• Both ads offer insights into different thematic portrayals and impacts

These notes summarize the key points from the lecture on Macintosh advertisements, focusing on the themes of technology, consumerism, power, and gender.