of this is “creative diversity and having the courage to think outside the box” (Fog, 2004:169).

Figure 7. Apple (1984)

Even though both advertisements from apple are completely different aesthetically, the underlying story and key morals are essentially same throughout both ads. This shows that by using storytelling, Apple have successfully engaged with the consumer to sell an experience rather than a product, and create an emotional connection with them in the meantime. By doing this and creating an emotional connection, Apple have, to put it simply, been able to sell more products to a wider audience. The reason I say wider audience, is because both advertisements I have spoken about are tailored to suit essentially everyone. The silhouette advertisement shows only blacked out silhouettes of different people of different genders and styles, and as spoken about previously, the consumer can connect with silhouettes and may see a part of themselves within it. As for the 1984 ad, most people know this story and have already been fully immersed within George Orwell’s version of this ‘universe’. The consumer has already seen and had opinions on something similar, so they can identify with Apples version of the story. When Apple completely change the story to act as a hero gives a real shock factor to this campaign, which draws people in and makes them want to learn more about products and wanting to be part of the ‘revolution’ advertised.