This one-minute commercial featured a collage of black and white video footage of significant historical people of the past, including; Bob Dylan, Martin Luther King Jr., John Lennon, Thomas Edison, Muhammad Ali, Gandhi, Amelia Earhart, and many others. The commercial ends with a young girl opening her closed eyes. The script reads off like a toast at a dinner party, quoting “they’re not fond of rules”, “You can quote them, disagree with them, glorify or vilify them”, and “The people who are crazy enough to think they can change the world are the ones who do” Apple, like the people shown, thinks different. These people (signifier) each represent significant achievements that have changed the world. The message here is that Apple is going to achieve what these people achieved (change the world/ contribution to human society), by doing the same, think different.
Sign #1: Iconic people in history
Representamen: Iconic people’s (visual) images, black and white, script (audio)
Object: People who change the world are the ones who think different.
Interpretant: Achievements in changing the world
Sign #2: Young girl
Representamen: Young girl (visual), eye contact, close up, blink of her eyes
Object: New, Starting, Dream
Sign #3: Apple logo
Representamen: Apple icon, color picture, appeared last in commercial
Object: present, the next to “think different” and to change the world
Interpretant: thinking of the Apple company as “different” from others