hi everybody my name is sisle um and this time we're doing a genre critique on the Macintosh like advertisements um this is my genre criticism on both of the ads we looked at uh the 1984 Macintosh advertisement which uh was air during the Super Bowl is after I found out after I went and looked into it a little more and just basic run of the- M TV ad that you'll see um and it felt like the normal ad was probably more like consumer friendly like Super Bowl ads historically are meant to make an impact because you're going to see this once and they pay a lot of money to be put into the Super Bowl well this one's like one that you're going to see while like watching TV or along the lines uh I want to further analyze what they have to say about technology consumerism and power and kind of want to touch on gender a little bit and I kind of want to talk about how they hold up today um starting with the 1984 advertisement um uh I'm not sure how many people are on like my little corner of the internet or like just meme culture in general but every time uh like when I first opened the tab on canvas I saw it and I was like oh my God it's literally 1984 right now um anytime I see something like mildly oppressive towards me like a joke or something they're like I don't like this game or I don't like uh this food I'll be like it's literally 1984 so I do have some experience before going into this ad um describing the ad though uh it's like everybody's in Gray clothes they're staring at a screen there's a man on the screen telling them what to do and everybody's locked in everybody's staring everybody's brainwashed and um out of nowhere there's this like girl pretty girl she like runs in uh she's in bright white orange clothing and she's running she's carrying like a sledgehammer um and she's being chased nobody like bats an eye until like she like mashes the screen with her Hammer um and like there's like at the end of the ad is like on January 24th Apple computer Apple computer will introduce the mcage and you will see why 1984 won't be like 1984 um and so I think the idea they're trying to do here is like this product is revolutionary this product is like new this product is like groundbreaking this is great um but yeah and I think like the use of gender in this is really important so um like 25 seconds in the woman like first appears right she's very very like differently contrasted compared to the rest of this group um like she's brightly colored she's a woman she's the only woman in the advertisement um and she's carrying this Hammer like around 44 seconds we see her with the hammer and like hammers could be used to rebuild or they can be used to deconstruct very specifically she's using a sledgehammer as far as I remember um and she's going to use that to deconstruct like that's every time I see a sledgehammer I imagine like breaking stuff destroying stuff um in about like maybe 57 56 is seconds in she's throwing the hammer cuz I don't think she's going to make it in time so she throws it shatters the screen um it's it breaks the like uh flow of things and so I mean you could argue this like as a fe feminist critique aspect but some people argue otherwise um I think it is kind of progressive because you know it's a woman she's like destroying like this male dominated field she's the one who's like taking it down despite the fact that she's trying to get stopped um very specifically Sarah Stein in the 2002 reading uh she argues that the advertisement's use a female figure as a represent an agent of rebellion is more symbolic than sub substantive her presence is not a statement of gender equality but rather uh a dramatic device to heighten sense in contrast between control and distribution on the page 47 I think um and like I really agree with this I think that like being a woman was like a very important choice here cuz like you could just very easily have a man in there you could have some brightly colored man running and destroying the screen but there was a choice for a woman because it was like not the status quo it was not the norm and it's not a position that like even in today that you see women in like of standing up against like re like revolutionizing against things you know powerful women are like a far more common today but like this is 1984 and that was maybe it was a little more like what the heck at the time um and yeah I think that like her power is tied to the like her representation um and like comparing this to the other advertisement where it was just kind of like it was like all white all white and they're like here look it and here's them playing solitire here's them typing numbers it's all for work it's all for good things um if you're ready for revolution you need to be ready for this and it's a mouse cuz I'm pretty sure like keyb Apple Computers this is not based off my memory from what I've researched um it's a mouse and so it's revolutionary but not in the same aspect that like a woman taking down a dictatorship or fascism is in the other advertisement so I think the second advertisement is far more like user friendly uh for like casual audiences to enjoy it's not going to leave as lasting of a impact on a on a viewer's mind than it is on um than the 1984 commercial did and I think that looking at the two and comparing like the genres and the tones they're portraying while the 1984 is like serious this is this is revolutionary this is going to stick with you for years and years and years well hey look there's this product for promoting it's great for work it's great for everything look into it and yeah that's my critique