Exhibit 12.6 Apple’s 1984 commercial announcing the launch of Macintosh:
“On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984’”.
likeability relies on essentially
classical conditioning — liking for the object (i.e., brand) develops following
consistent and long-term association with the execution. Likeable
advertisements work well for big established brands, imbuing them with
interest, appeal and status.
Being a soft measure that can easily be influenced
through creative treatment, likeability is particularly popular with
advertising agencies. It is also one of the hallmarks of online advertising.
Popular and effective commercials on the internet are good 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. 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.
The ad was an example too of the use of symbolism in
advertising. Alluding to Gorge Orwell’s Nineteen Eighty-Four, the heroine in the ad
represented the coming of the Macintosh, and IBM was depicted as “Big Brother”.
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