point 1: dedication- 'here's to the crazy ones" and then an enumeration of d crazy ones... y is apple dedicating their ad to ppl who became famous (remember in their own time they suffered a hell lot of flak) by going against the grain...they made mainstream of the alternate..
point 2: it is about people who chose to do smthg different AND succeeded..esp became icons for people all over the world...There are NONE who tried, struggled really hard to make their voices heard..who were fighting for imp things in their lives too but could not make it big and more or less failed...What does this tell you about the agenda of brand Apple?
point 3: Pay careful attention to the words and the people shown corresponding to the words... figure out their relation..why are they there..what does Apple intend to achieve by putting them forth as almost brand ambassadors...people who can have a vice-versal relation with the brand...tht is they are like d brand and the brand is like them etc...
for example- "trouble-makers" is for Martin Luther King Jr. understand y he was seen as trouble maker (propagator for the rights of Blacks) and by whom (predominantly male white supremacy)...wht did he fight for..those who saw him as trouble maker (politics at play) then those very people managed to turn around and ended up venerating him...
"the misfits, rebels" why and how..wht makes the misfit or the rebel...when faced against dominant ideology, the alternate becomes the rebellious and the non-fit...and by then allowing that within the mainstream, reinscription kills its potency to challenge..
point 4: the "round pegs in square holes" syndrome- again the prob of fitting in or nt fitting in...shapes tht r distinct..(literal leading to metaphorical)
point 5: see things differently, dont believe in rules, dont care for status quo....what does this say about the people..and in consequence, about apple (see point 2)
point 6: options availiable- engaging the reader (or viewer in this case) use of words like quote, disagree, glorify, vilify... IMP ex- Muhammad Ali...do we really think him to be great? why or why not...again another person who has fought race discrimination (that signifies the failure of the American Dream and ideals of d Nation state) but he has also fought...quite literally...all the fight scandals etc he ws involved in...can he really stand in for a role model? even gandhi for tht matter..d man behind d father of the nation ws entirely diff..sacrifice some for smthg else...?
point 7: process of chnage- all said n done...this ad is abt ppl who propagated change..radicalism as smthg positive...tht changed d life of ppl..at d ground level too..nt jus at d level of thought..struggled esp against social prejudice (gandhi, luther, ali, John Lenon, stage actresses and even scientists) why do "we see genius" ...d last part of d ad self explanatory..
point 8: y are we being asked to "think different", and where does it connect with brand image
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