Classic Apple

These three images are pulled from a 8-page advertisement for Apple in a magazine published in 1984. The images are pages one, four and eight. The strategy of this advertisement were to display the new AppleIIe’s “small” features.  The eight pages of the ad show images and explain how convenient the new, smaller Apple helps users take their computer anywhere they want to go, while maintaining the same features the older versions of Apple computers include.

The concept of this ad for a new Apple computer appears in the ad’s that Apple is now using today.  When the MacBook Air was released, the ads focused on the small size of the laptop that made it easy and light for travel. The new iPad advertisements also focus on the size. In all of Apple’s advertisements, along with the size, the features and expectations of a Mac computer are promised to be upheld no matter the size of the device, much like this ad from 1984.  This ad also shows how the history of advertising really is apparent in today’s advertising. Planned obsolescence came about in the 1950s. Planned obsolescence is the idea that company’s promote a product that they know will go out of style sooner rather than later. It definitely encourages more frequent purchases and is often seen in car advertisements and electronic advertisements when new models are released yearly. This ad from 1984 incorporates that concept, as well as today’s Apple advertisements.

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