Workshop 3: Past and Current Advertising

Critique:

Apple's advertising seems to have always followed several guidelines.

Showcase the products simplistic beauty.
Eliminate all distractions and focus on the lines and shape of the product.
Use music for video ads.
Utilize colour for still images.
Appear reasonable and against the grain.

Its is clear that Apple's marketing has been successful but is it truly flawless? Many minorities have been offended by Apples push to telling the world that things are beautiful if they are sleek, thin and sexy (http://www.adpulp.com/is_apple_insult/). Whether you agree or not should a company as big as Apple really hinge an entire marketing campaign on the look of their product?
The 'I'm a Mac' campaign featured in the below research was a huge success because it seemed to push the company forward as an alternative brand rather than showcasing the aesthetic beauty. The fifth point in the above list is a major player in this ad campaign. The iMac and Macbook that are being advertised in the campaign are never featured, instead it feels more relational and more of an explanation. However because of the music and simplistic (white) background the viewer knows the ad belongs to Apple.
Carrying over these features is something i need to consider when taking my images. A link that connects all images.
I am finding it harder than i originally thought to nail down some ideas for the brief but this research has helped me and hopefully pushed me in the right direction.

These videos depict Apple's advertising from the early 80's through to now. They revolve around power, beauty and elegance. Simplicity and minimalism are key factors in recognising an Apple add.

The below video features Apple's first attempt at advertising and endorsing it's iPod.

http://www.youtube.com/watch?v=e84SER_IkP4&list=UUfpfBShvR0rjIN5VgnctG8Q&index=55

Below are images of Apple's products as they would appear on posters, magazines or in shopping centres.