Space for Care
& Compassion
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Consumerism preys and relies on individualism
In a society that thrives on individualism, the need to validate one’s existence can become an integral part of daily life. We see consumerist values prey on such a need. This ensnares individuals in never-ending loops of acquisition and consumption that masquerade as personal validation.
One of the most celebrated ads of all time, Apple’s 1984 ad, does this exquisitely. There were many societal and cultural fears, at the time, around conformity and the loss of individuality. Inspired by George Orwell’s book ‘1984’, this ad depicted a dystopian world where the masses were enslaved by a “Big Brother” entity.
In this grim, uniformed, and dehumanized world, Apple introduces an athletic, vibrant, rebellious character who challenges the authoritarian regime. As the ad progresses, she becomes more and more a symbol for hope, nonconformity and the chance for change. This is actualized when she hurls a sledgehammer into a large screen, used for mass programming, and shatters it. She symbolizes the act of breaking free from tyrannical control.
No product was shown during that ad. Apple just used brand positioning, the unique value that a…
