"For the Rest of Us": A Reader-Oriented Interpretation of Apple's "1984" Commercial

@article{Scott1991ForTR,  title={"For the Rest of Us": A Reader-Oriented Interpretation of Apple's "1984" Commercial},  author={Linda M. Scott},  journal={Advertising \& Society Review},  year={1991},  volume={13},  pages={ - },  url={https://api.semanticscholar.org/CorpusID:142199525}}
  • L. Scott
  • Published inAdvertising & Society…1 June 1991
  • Education
  • Advertising & Society Review
It was a bright cold day in January, and the clocks were showing third quarter. Fifty million Americans nuzzled in the breasts of their telescreens, staring down into the Super Bowl stadium. They slipped through the afternoon glassily, with their beer and their Winstons and their friends. Suddenly the predictable drone of sportscasters was interrupted by a gritty sixty-second metaphor. A young woman athlete being chased by faceless storm-troopers raced past hundreds of vacant-eyed workers and… 

17 Citations

Better at Life Stuff

The North American “Get a Mac” television campaign is considered as a popular culture text with embedded implications about consumption, identity, and class that reveals a number of thematic dichotomies that obscure meaningful issues of difference and class while promoting the spectacle of consumption and the myth of self-actualization through commodities.

Helen A'Loy and other tales of female automata: a gendered reading of the narratives of hopes and fears of intelligent machines and artificial intelligence

A gendered reading of the hopes and fears associated withAI enables us to problematize the narratives associated with AI and expose the power asymmetries that lie within, and the technologies which arise out of, such narratives.

The Cohen and Kuttel stories: Is the place where I hang my hat still relevant to determine my residence for tax purposes?

1Determining the residence of a taxpayer is one of the most important aspects of modern tax systems. For an individual taxpayer who migrates, a common trend in the modern world, the questions are…

How long is a good story? Compressed narratives in British screen advertising since 1955

The sixty second commercial has held a privileged status with the British television advertising industry since 1955. Recent scholarship in the useful film paradigm offers a promising starting point…

“The Lesbian Norman Rockwell”: Alison Bechdel and Queer Grassroots Networks

Alison Bechdel’s renown has been building since the success of Fun Home (2006). While scholars have focused on her contemporary production, her comics work within grassroots periodicals, including…

Apple’s Iconicity: Digital Society, Consumer Culture and the Iconic Power of Technology

An understanding is offered on the ways the iconic power of Apple technologies has emerged since the first Macintosh advertising campaign in 1984 and how Apple’s icon has become “reframed” and subverted by fans and media.

Qualitative Consumer Research

Purpose Cognitive literary criticism is introduced as a bridge between cognitive approaches to the study of persuasion, and literary traditions in consumer research. As a successor to reader-response…

ASSOCIATION FOR CONSUMER RESEARCH

Frontiers of thought in other disciplines, popular culture, and marketing communications are continually ‘re-visioning’ technology and influencing how consumers think about and experience…

A New Bridge from Text to Mind: Cognitive Literary Approaches to Advertising

Originality/valueMost research to date has kept literary and cognitive approaches to persuasion separate, black-boxing the processes of persuasion. This chapter argues for a revitalization of…

9 References

The Act of Reading: A Theory of Aesthetic Response

At the heart of this unnecessarily convoluted study of reading is a sensible description of how readers arrive at an understanding of novels, constructing the world implied by a text and "assembling"…

Positioning: The Battle for Your Mind

Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society.…

The Confidence Game in American Literature

Drawing on modern studies of rhetoric and the concept of the Trickster, the author examines Herman Melville, Mark Twain, and Nathanael West as creators of a fictive experience centered in deceptive…

Memory without Recall, Exposure without Perception

ABSTRACT This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in…

A Rhetoric of Motives

As critic, Kenneth Burke's preoccupations were at the beginning purely esthetic and literary; but after Counter-Statement (1931), he began to discriminate a "rhetorical" or persuasive component in…

A Grammar of Motives

Introduction Part One: Ways of Placement I. CONTAINER AND THING CONTAINED II. ANTINOMIES OF DEFINITION III. SCOPE AND REDUCTION Part Two: The Philosophic Schools I. SCENE II. AGENT IN GENERAL III.…

Reader-response criticism : from formalism to post-structuralism

With contributions by David Bleich, Jonathan Culler, Stanley Fish, Walker Gibson, Norman N. Holland, Wolfgang Iser, Walter Benn Michaels, Georges Poulet, Gerald Prince, and Michael Riffaterre.

The aims of interpretation

Related Papers

Showing 1 through 3 of 0 Related Papers