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“For the Rest of Us”: A Reader‐Oriented Interpretation of Apple's “1984” Commercial
Author(s) -
Scott Linda M.
Publication year - 1991
Publication title -
the journal of popular culture
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.238
H-Index - 24
eISSN - 1540-5931
pISSN - 0022-3840
DOI - 10.1111/j.0022-3840.1991.2501_67.x
Subject(s) - rest (music) , citation , interpretation (philosophy) , journalism , library science , special collections , computer science , media studies , art history , sociology , history , programming language , medicine , cardiology
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 hurled a sledgehammer into the image of a menacing voice. A transcendent blast. Then a calm, cultivated speaker assured the astonished multitudes that 1984 would not be like 1984. Macintosh had entered the arena