![STEVE JOBS (US
1955-2011 )
Steven Paul Jobs was an
American inventor, designer and
entrepreneur who was the co-
founder, chief executive and
chairman of Apple Computer.
Apple's revolutionary products,
which include the iPod, iPhone
and iPad, are now seen as
dictating the evolution of modern
technology.
[timeline allaboutstevejobs.com]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Steve Jobs and the Power of Computers: How Apple's Iconic Ads Shaped Technology
- 1. 1984: STEVE JOBS AND THE POWER OF COMPUTERS
- 2. STEVE JOBS (US 1955-2011 ) Steven Paul Jobs was an American inventor, designer and entrepreneur who was the co- founder, chief executive and chairman of Apple Computer. Apple's revolutionary products, which include the iPod, iPhone and iPad, are now seen as dictating the evolution of modern technology. [timeline allaboutstevejobs.com]
- 4. APPLE’S “1984” TV AD [YT 1:00] • was shown just once, on January 22, 1984, and in the most visible advertising slot on American television, during the Super Bowl (Cole 2010). • made by the dystopian film director Ridley Scott, • the commercial depicted a dreary regimented society, like the one in Orwell’s 1984.
- 5. 1997: APPLE LAUNCHES THE ICONIC “THINK DIFFERENT” AD CAMPAIGN, WHICH STILL RESONATES TODAY [YT 1:10]
Editor's Notes
- Jobs commissioned television commercials marking those two moments. The first of these was a piece of cinema, rather unlike anything that had previously been aired as a prime-time commercial. It was shown just once, on January 22, 1984, and in the most visible advertising slot on American television, during the Super Bowl (Cole 2010). Made by the dystopian film director Ridley Scott, the commercial depicted a dreary regimented society, like the one in Orwell’s 1984. We see an athletic woman, eluding heavily armed police as she runs through a theater where rows of despondent workers (or are they prisoners?) sit watching the address of a dictatorial leader on a giant screen. She hurls a hammer at the screen, causing it to explode in a blaze of light and wind, as the narrator explains that the introduction of the Apple Macintosh will prove that “1984 will not be like 1984.” Everything about this piece points to revolutionary political change. But it announces a formal revolution too, the replacing of one medium with another. When the cinematic screen shatters, the commercial becomes a critique of film itself, suggesting that Apple’s computer will be a device that renders old-style cinema obsolete. The “1984” commercial was meant to show that the computer could be a force either for personal expression and freedom or (if badly used, as IBM was doing) a technology of anonymous regimentation. When it came to the Macintosh, however, the aesthetics of the Bauhaus and European minimalist design triumphed over the impulse to promote freedom of expression. Popular modernism like classic modernism could be totalizing. Jobs would later argue that his meticulously designed systems in fact freed their customers to concentrate on being creative in their work of making content with his systems. Source: The Digital Plenitude: The Decline of Elite Culture and the Rise of New Media (The MIT Press)by Jay David Bolter
- On his return Jobs wanted an advertising campaign that would capture the spirit of the company he intended to resurrect, and he chose a marketing line suggesting revolutionary change: “Think Different.” The first commercial in the series consisted of a montage of short, silent videos of famous figures of the twentieth century: an utterly eclectic group including Einstein and Edison, Gandhi and Martin Luther King, Bob Dylan and John Lennon, and Mohammed Ali and Ted Turner. A voiceover (originally the actor Richard Dreyfuss and in a later version Jobs himself) led us through this parade of figures and ended with the words: “While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.” This script could be a liturgy for popular modernism. It praised change and breaking down the status quo, but it did so in the name of human progress. The figures chosen for the video exemplify excellence in as many human endeavors as possible. No notion of the historical avant-garde could include Thomas Edison or Buckminster Fuller, but they could all be modern in the sense that their achievements came from a commitment to first principles and technological innovation. Together, these figures announced that Apple would return to innovation as a cultural imperative. Source: The Digital Plenitude: The Decline of Elite Culture and the Rise of New Media (The MIT Press)by Jay David Bolter
- Source: https://www.visualcapitalist.com/the-big-five-largest-acquisitions-by-tech-company/