The Evolution of Apple Advertising: From the 1970s to Modern Times

The Evolution of Apple Advertising: From the 1970s to Modern Times

Learning Objective

At the end of the lesson you will be able to analyze the range of advertisements and advertising techniques used by Apple from the 1970s to modern times.

What do you already know about Apple's advertising techniques?

Introduction to Apple

Apple Advertisements in the 1970s

The very first ad that Apple ran was in 1976 for the Apple 1. It looked more like a flyer or a newsletter than an ad. It was quite text heavy with very little imagery. Speckled with a lot of text bolding, it looked like they wanted to cover every inch of available space. So much for the rule of using whitespace as a design element.

Another infamous ad that ran in 1979 was titled “The Garden of Eden”. I have to admit, this ad made me laugh-out-loud when I saw it. It has to be one of Apple’s worst ads in history.

Once you get past the graphic (yes,it is a naked man holding an Apple computer), check out the competition's rules: Tell the company what you do with your Apple "in a thousand words or less." A thousand words! Apparently, the winner won a trip for two to Hawaii. I’d love to meet the two that won this trip!

Apple Advertisements in the 1980s

The ads in the 80’s weren't much better. They were also text heavy and light on images. They tried to convince consumers that they needed a computer, especially an Apple computer. Apple used acclaimed inventors like Henry Ford, Thomas Edison, and Ben Franklin for these ad campaigns.

This commercial ad ran in 1981 and really made me laugh. It is quite dated, and I love how the woman in the ad is avoiding talk show host Dick Cavett's questions. Cavett plays a chauvinist pig asking the little wifey how she likes using her Apple to manage the household budget and store her recipes.

Turns out, she's trading gold futures. As Cavett deadpans his way through the script, she delivers the payoff: "I also own a small steel mill." This commercial ad was funny and engaging – but at this point Apple is five years old and there is still no sense of style about the brand.

The '1984' Commercial

The '1984' commercial introduced the Macintosh and is considered a watershed moment in advertising history.

This ad was created back when Apple was considered an underdog against the Big Blue of IBM. The ad was showcased during the 1984 Super Bowl and directed by Ridley-Scott.

It completely revolutionized the way people looked at personal computers. Although, initially the Board of Directors hated it, it ended up selling over 72,000 computers within 100 days. What are the lessons learned here?

This ad took advantage of three things the public was aware of:

“1984" the book

Ridley Scott

The Super Bowl

'Think Different' Campaign

'Here's to the Crazy Ones'

The ad first launched as part of Apple’s “Think Different” campaign. This black and white commercial aligned the brand with internationally recognized revolutionaries. It also marked the year Steve Jobs returned to Apple and ramped up the battle against IBM.

IBM had then announced a “Think” slogan, to which Apple responded and released the “Think Different” campaign.

The commercial features some rebels and leaders such as Mahatma Gandhi, Albert Einstein, Dr. Martin Luther King, Muhammed Ali, Bob Dylan, and Picasso. It honours them for being “crazy” and generating progressive ideas, along with world-changing efforts.

Un-PC (1998)

Right after their previous ad campaign attack on IBM (Think Different), Apple introduced a new commercial called “Un-PC”. This campaign manifested the dislike towards IBM and hits out at potential competitors for being “complicated”.

The stylish and colourful Mac looked like a strong case competing with grey Windows-based PCs. Jobs had famously lashed out at Microsoft for having “absolutely no taste”.

I think this ad in its time made a lot of sense by using smart comparative advertising techniques. This helped Apple identify their competitive advantage and then claim their superiority with their competitors.

'Get a Mac' (2006)

The “Get a Mac” campaign ran over a number of years and was a sustained attack on Windows-based PCs. This ad introduced John Hodgman as a PC and Justin Long as a Mac in attempts to show the difference between a typical PC and a Mac user.

The man who introduced himself as a Mac was dressed in casual clothes, compared to the stereotypical PC user in a suit and tie. Apple’s attempt to recreate this campaign in the UK never quite emulated the success of the US campaign.

'Misunderstood'

This ad is a clear example of Apple doing what they do best, storytelling. Their holiday commercial is powerful and relatable for any family, regardless of them being Apple customers or not. It’s also a slight nudge at everyone who say that having kids bury their heads in phones and tablets is worthless.

The ad focuses on a teenage boy who is engrossed with his phone more than idyllic family time during the Christmas holidays. Towards the end, he shows his family what he’s been preoccupied doing, creating a film with his iPhone to celebrate their time together.

What’s really great about this ad is the twist towards the end. In this age where sincerity is rare, Apple suggests that you can use an iPhone to create moments of deep connections.

Interactive Activity: Ad Analysis

Students will analyze a selection of Apple advertisements and identify the advertising techniques used in each.

Innovative Campaigns

Apple's innovative campaigns, such as 'Think Different' and 'Shot on iPhone', have set new standards in advertising creativity.

Digital Marketing Strategies

Apple's digital marketing strategies have leveraged social media and online platforms to engage with a global audience.

Brand Consistency

Apple has maintained brand consistency across its advertisements, ensuring a cohesive and recognizable identity.

Ethical Considerations

Apple's advertising choices have raised ethical considerations, especially regarding labor practices and environmental impact.

Cultural Impact

Apple's advertising has had a significant cultural impact, influencing trends and consumer behavior globally.

Interactive Activity: Create Your Ad

Students will work in groups to create their own Apple-style advertisement, applying the techniques discussed in the lesson.

Modern Advertising Trends

Explore how Apple continues to adapt to modern advertising trends, including augmented reality and personalized marketing.

Impact of Advertising

Examine the impact of Apple's advertising on consumer behavior, brand loyalty, and market positioning.

Case Study Analysis

Students will analyze a specific Apple advertising campaign and present their findings to the class.

Reflection and Discussion

Encourage students to reflect on the key insights gained from the lesson and engage in a class discussion about the impact of advertising on society.

Conclusion and Takeaways

Summarize the key takeaways from the lesson and emphasize the importance of understanding advertising techniques in the context of a global brand like Apple.

Assessment: Ad Critique

Students will critique a current Apple advertisement, highlighting the techniques used and providing constructive feedback.

Write down 3 things you learned in this lesson.

Have students enter three things they learned in this lesson. With this they can indicate their own learning efficiency of this lesson.

Write down 2 things you want to know more about.

Here, students enter two things they would like to know more about. This not only increases involvement, but also gives them more ownership.

Ask 1 question about something you haven't quite understood yet.

The students indicate here (in question form) with which part of the material they still have difficulty. For the teacher, this not only provides insight into the extent to which the students understand/master the material, but also a good starting point for the next lesson.