Comments on: Be Young, Be Cool, Be Happy…as an Apple Consumer

By: Be Young, Be Cool, Be Happy… As an Apple Consumer | 21 CENTURY NOMAD

Be Young, Be Cool, Be Happy… As an Apple Consumer | 21 CENTURY NOMAD — Mon, 30 Jun 2014 11:22:00 +0000

[…] This commercial moves me. But, why? Yes, it has rocking music and popping colors. But, I suspect, more importantly, it has hip young things gyrating to the music, lost in the euphoria provided by an iPod and earbuds, with seemingly no cares in the world. For four years Apple aired a string of these, which became known as the “Silhouette” commercials, each featuring a different soundtrack and style of dance. In my previous posts, I’ve focused on two important elements of Apple’s brand promise: whimsicality and sentimentality. In this post I spotlight another key finding from our research: the association of Apple products with coolness, hipness, youth, and a carefree attitude. Read the full article at Sociological Images: Seeing is Believing. […]

By: Apple’s Seductive Brand Promise: Cultural Capital & Social Mobility | 21 CENTURY NOMAD

Thu, 02 Jan 2014 18:07:49 +0000

[…] this with commercials that associate its products with playfulness, sentimentality, and cool youthfulness. The most prominent theme, however, and I suspect the most powerful aspect of the […]

By: Be Young, Be Cool, Be Happy… As an Apple Consumer | Work in Progress

Be Young, Be Cool, Be Happy… As an Apple Consumer | Work in Progress — Thu, 10 Oct 2013 09:52:32 +0000

[…] Editor’s note: This post originally ran on the Sociological Images blog. […]

By: Be Young, Be Cool, Be Happy ... as an Apple Consumer

Be Young, Be Cool, Be Happy ... as an Apple Consumer — Fri, 27 Sep 2013 21:03:26 +0000

[…] post originally appeared on Sociological Images, a Pacific Standard partner […]

By: The_L1985

The_L1985 — Tue, 03 Sep 2013 01:14:00 +0000

“*silhouette of a man sitting down*

iPod

Seriously, nobody actually dances around while listening to these things.”

By: The_L1985

The_L1985 — Tue, 03 Sep 2013 01:13:00 +0000

Man, even back then a lot of us young folks thought the “dancing” iPod commercials are full of it.

My favorite parody was the silhouette of a kid sitting down, with the caption, “Because you’ve never actually seen anyone dancing with an iPod, have you?”

By: matt black

matt black — Sat, 31 Aug 2013 13:04:00 +0000

I guess Apple’s brand promise effectively obscures the alienation of its customers because that should be the obvious starting point of this series.

By: A sociology professor

A sociology professor — Fri, 30 Aug 2013 20:02:00 +0000

You should check out the satirical iBag commercial (on youtube). Same format, less corporate propaganda

By: Larry Charles Wilson

Larry Charles Wilson — Fri, 30 Aug 2013 19:50:00 +0000

I’ve never purchased an Apple product and now that I’m a 70-year0old fuddy-duddy with a terminal illness (MDS) I guess I never will.

By: LesYeuxHiboux

LesYeuxHiboux — Fri, 30 Aug 2013 18:27:00 +0000

I like to use them in lectures on color theory because they give you absolutely no information about the product, but the presentation gives you a feeling.

By: Vanessa

Vanessa — Fri, 30 Aug 2013 18:25:00 +0000

The last ad looks like trendfollowers who copy the 80’s and 90’s, so creative.

By: Vanessa

Vanessa — Fri, 30 Aug 2013 18:23:00 +0000

I think those shadow commercials are awful and were outdated even then.