On this day in engineering history, Apple Computer
introduced the Macintosh with its now-famous "1984" television commercial.
Aired during the third quarter of Super Bowl XVIII, an American football championship
in which the Los Angeles Raiders crushed the Washington Redskins, the 30-second
TV spot roused viewers of the one-sided, run-heavy contest. The award winning
imagery also captured the imagination of football fans, many of whom could scarcely imagine
possible applications for a personal computer.
Enter Orwell
"1984" did not boast
that the Apple Macintosh was the first consumer computer to feature a graphic
user interface (GUI) and a handheld device called a mouse. Nor did it mention George Orwell – author of
the dystopic novel 1984 - by name.
However, in a year when some worried that the few would use technology to
oppress the many, the television advertisement had great effect.
The commercial opens in blue and gray tones, with a line of
people trodding in unison through a tunnel watched by telescreens. The setting
stands in stark contrast to full-color images of a nameless heroine clad in
orange shorts, orange shoes, and a white tank top with a picture of Apple's
Macintosh computer. Wielding a large hammer, the woman evades security guards
who resemble the Thought Police of Orwell's dark work.
Racing towards a large screen, the rebellious runner takes
aim at the image of a Big Brother-like figure who shouts about "information
purification directives" and "our unification of thoughts". As the sinister
character announces that "we shall prevail", the runner releases the hammer and
destroys the screen. The TV spots ends with the text: "On January 24th,
Apple Computer will introduce the Macintosh. And you'll see why 1984 won't be
like 1984."
On Revising History
In a 2004 article for MacWord,
Adelia Cellini claims that "according to the ad's creators", the villain of the
TV commercial did not necessarily represent computer giant IBM, a maker of
mainframes that is nicknamed Big Blue. "The original concept", Cellini
continues, "was to show the fight for the control of computer technology as a
struggle of the few against the many". Apple wanted the Macintosh "to symbolize
the idea of empowerment" and to serve as a tool for "combating conformity and
asserting originality".
Cellini's source, Lee Clow of the Chiat-Day ad agency, had a
different take than Apple Computer's Steve Jobs, however. In his 1983 Apple
keynote address, Jobs screened the TV commercial before a select audience.
Beforehand, he wondered aloud: "Will Big Blue dominate the entire computer
industry? The entire information age? Was George Orwell right?"
Resources:
http://en.wikipedia.org/wiki/1984_(television_commercial)
http://en.wikipedia.org/wiki/Super_Bowl_XVIII
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