ERIC Number: ED363283
Record Type: Non-Journal
Publication Date: 1993
Reference Count: N/A
Technology and Art: A Postmodern Reading of Orwell as Advertising.
Sayre, Shay; Moriarty, Sandra E.
The "1984" commercial used by Apple computers to introduce the Macintosh computer is analyzed to compare the production and reception of modern and postmodern imagery by a group of contemporary viewers. The commercial was based on George Orwell's famous novel "1984." The use of the novel as a theme for new product introduction, and the use of cinematic artistry to provoke the imagery of a postmodern vision of the technologically driven future are explored. While the canon of modernism is considered to represent capitalism and progress, the postmodern theme sees technology as repressive and antihuman. Postmodern critics see the world darkly, but they also bring a new vitality to humanism and the popular culture of diversity and a richer aesthetic life. Orwell's "1984" is a good example of a negative view of modern society as imagined by a postmodern critic. The production of modern and postmodern meanings by viewers of the commercial was studied through responses of 200 undergraduates to the commercial. Viewers noted several postmodern elements, and also recognized the product message, that the new computer would be a more friendly element in the technologically driven world to come. The negative imagery did not overwhelm the audience, as the purchase of Macintoshes following the commercial's debut proved. (Contains 43 references.) (SLD)
Publication Type: Reports - Evaluative; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A