The world of work has been profoundly affected by the global virus pandemic. In addition to the threat to public health, the economic and social disruption threatens the long-term livelihoods and well-being of millions. While certain sectors and industries have successfully moved online, pointing the way towards exciting innovations in the world of work, millions of workers have lost their livelihoods and many more, especially women who are concentrated in highly exposed sectors, remain at risk. As with so many aspects of this pandemic, the impacts are falling disproportionately on those who were already in precarious circumstances and who can least absorb the additional blow.
ne brand that is seen everywhere is Apple, and as a brand they love to get people talking about them. Whether this be using campaigns or products, they have a way of making people talk about “the product, whether it be a Mac, an iPod, an iPhone or an iPad, and the experience with Apple itself as if they were an important relationship” (Edson and Beck, 2012:1). It is clear that Apple have this relationship with its consumers, it is noticeable to anyone. The question is, how have they done this? By dissecting two of Apples most iconic advertisement campaigns, we will be able to see exactly how Apple have managed to use storytelling as a marketing technique to create an emotional connection with the consumer.
Apple are one of the brands that have utilised many storytelling techniques throughout many of their television advertisements, some of which have become iconic. One example of this is Apple’s silhouette campaign (see fig.1) that was developed in 1995 by an ad agency working for Apple, TBWA/Chait/Day. It was not until fall of 2003 when the when the silhouette ad campaign rolled out on televisions (The pop history dig, 2011). This campaign was a process, lasting the years 1995-2008, meaning there was only 5 out of the 13 years of actual air time on television. By refining this advertisement over such a long period of time, I feel like Apple where able to successfully create this immersive ‘universe’. I watched a video that compiled all the TV silhouette advertisements from every year (Every iPod ‘silhouette’ ads (2004-2008), 2012), and you can see how the story develops over time with some major differences. One of the most noticeable changes to me was the background music to the 10-15 second clip. Watching the video felt like I was somewhat travelling through time, listening to artists that where popular in each specific year. This may create a sense of nostalgia for the consumer, making them remember memories and experiences surrounding the specific song.
Figure 1. Apple (2003)
This ad campaign is very fast pace and extremely energetic, focusing on the music and the silhouettes. The white headphones pop on the bright, colourful background (see fig.1) and are clearly Apple’s signature headphones which adds high recognition value for the brand. Apple did this on purpose, because in daily life the headphones are the only thing visible when walking down the street and using an MP3 player. Apple have made the only visible part of their product a status symbol and if you wear white headphones, you are “part of the club” (Chazin, 2009:3). This su
