This advertisement showcases Apple’s value to the market and allows consumers to be part of that narrative.
Apple Computers leverages storytelling in their advertisements to cultivate brand loyalty. Their 1984 ad is considered one of the best ads ever created and showcases a woman carrying a mallet as she is chased into the scene. She is wearing bright red shorts which contrast those in gray around her, who are being influenced by the big brother figure on the screen. At the end of the scene, she smashes the screen and the commercial ends with “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984”. This commercial creates a story around the brand, while tying the narrative into George Orwell’s dystopian novel, 1984. This advertisement showcases Apple’s value to the market and allows consumers to be part of that narrative.