Louis Pasteur said “The role of the infinitely small in nature is infinitely large.” Explain what he meant, using examples of the roles of microorganisms in health, industry, and the environment .
The Apple silhouette campaign is an example of how a brand can create their own ‘universe’ by telling a story and getting the consumer fully immersed. Another way that brands can tell stories is by “referring to, or borrowing from, stories that we already know” (Fog, 2004:168). Depending on the consumer’s knowledge, a brand can familiarise itself with an already told ‘story’ or ‘universe’, instantly making a connection with the consumer. This use of storytelling is evidently used in Apple’s 1984 campaign for the launch of Macintosh (see fig.4). This advertisement campaign was conceived by the ad agency Chiat/Day (now known as TBWA/Chiat/Day) which was the same agency that curated the silhouette campaign (Kattan, 2012). This campaign uses George Orwell’s classic, ‘1984’, to adapt the universe already created for the launch of the new Macintosh. The science fiction novel, 1984, “describes a totalitarian society where the party controls all information and brainwashes the populace to adhere to the demands of the system” (Fog, 2004:168). People in Orwell’s ‘universe’ are under constant supervision and in fear ‘Big Brother’, who is always watching. Figure 4. Apple (1984) The scene is set with a feel of doom and despair, with ‘soldiers’ marching all dressed in grey with dark surrounding’s, almost like a prison. Once everyone is sat down, they start being lectured by, what looks to be an authoritarian figure. The screen quickly snaps between this and a young, female athlete with a huge sledge hammer being chased by “mind police” (Fog, 2004:168) (see fig.5). I watched a video where Steve jobs speaks about the release of this ad campaign, and in this he talks about Apple’s rival company at that specific time, IBM (Apple keynote-the ‘1984’ ad introduction, 2011). This suggests to me that IBM are being described as the authoritarian figure on the screen, controlling the po>GET ANSWER