Exhibit 12.6 Apple’s 1984 Macintosh commercial masterfully blends likeability with potent symbolism.
Likeability relies on classical conditioning — consistent and long-term association with the execution leads to liking for the object (i.e., the brand). Likeable advertisements work well for big, established brands by imbuing them with interest, appeal, and status.
As a soft measure that can easily be influenced through creative treatment, likeability is particularly popular with advertising agencies. It is also a hallmark of online advertising, where enthusiasts are quick to click the “like”, “share”, or “retweet” buttons. Popular and effective commercials on the internet excel at linking the ad’s message with the brand through an entertaining storyline.
Apple’s 1984 commercial (Exhibit 12.6) is an example of an advertisement that is widely liked, well remembered and highly acclaimed. A masterstroke of marketing and symbolism, it blends likeability with potent symbolism. Directed by Ridley Scott, the ad aired during the Super Bowl in January 1984, introducing the Apple Macintosh as a revolutionary force in personal computing.
The Clio Awards added it to its Hall of Fame, and Advertising Age placed it on the top of its list of 50 greatest commercials, cementing its status as one of history's most influential advertisements.
The ad casts Apple as a heroic challenger to the Orwellian dystopia depicted in George Orwell’s novel 1984. The grey, oppressive setting—populated by lifeless, identical workers—represents the status quo, symbolising dominant computer giants of the time (notably IBM). A vibrant, hammer-throwing heroine—representing Apple—bursts into this world to shatter the authoritarian grip of “Big Brother” broadcasting mindless doctrine on a giant screen.
The ad ends with the line: “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984’.”
This punchline cleverly flips Orwell’s bleak vision by positioning Macintosh as a liberating technology—bringing creativity, individuality, and empowerment to the masses.
