Sample Deconstruction
by Emily Strickland, Guest contributor

Apple Macintosh "1984"

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1.  Who created this media message?  Why?

Apple Computers created this advertisement to introduce their new computer, the Macintosh, in 1984.

2.  Who is the target audience?  What text, images or sounds suggest this?  

The target audience is anyone who wants the world to change. The text “You’ll see why 1984, won’t be like '1984'” suggests that Apple will change the year 1984. The target audience could be all of America because that was who was watching TV when this commercial aired during the 1984 Superbowl.

3.  What is the text (literal meaning) of the message?

The Big Brother character (taken from George Orwell's novel "1984") says, “Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology. Where each worker may bloom secure from the pests of contradictory and confusing truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, with one will, one resolve, one cause. Our enemies shall talk themselves to death and we will bury them with their own confusion. We shall prevail!” This is the video on the screen during the ad.

The commercial shows a group of boring grey men marching in step with each other to a room to watch a video talking about how "we are one". Then we see a woman dressed in bright colors running down a hallway with men chasing her. She then enters the room and hits the screen with some type of tool she is holding. The screen breaks and the audience is blown with wind.

We see the written text: “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984, won’t seem like '1984'." We see an image of the Apple logo on a black screen at the end of the ad.

4.  What is the subtext (unstated or hidden message)?

"Big Brother" represents IBM. The ad suggests that Apple Computers is the future of the world. It will recreate the boring world into a new world full of color and transformation. You won’t have to feel like you are doing boring tasks any more. You will feel like you are being revolutionary.

5.  What tools or techniques of persuasion are being used?

- Symbols: the grey men that are pretty much the same represent now and the colorful woman represents the future of the computer industry. Also the sledge hammer represents the new Mac that is shattering IBM.

- Hyperbole: the new way you will think of 1984

- Fear: The room and people are scary looking

- Diversion: You will think of 1984 differently

- Group dynamics: The group was changed because of one new thing

6.  What healthy messages are communicated? What unhealthy messages are communicated?

The healthy messages include:

- Revolutionary products

- A woman changing the course of history

The unhealthy messages include:

- People in trances

- Having one ultimate power

7.  What part of the story is not being told?

- This commercial was only being shown once.

- Apple didn’t want to show the ad but ended up having to.

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