Loaded words
The advertisement shown above displays the phrase, “Think different,” which has been Apple Inc.’s signature catchphrase for the past 17 years. Much like Nike’s “Just do it” and McDonald’s “I’m lovin’ it,” Apple’s “Think different” has come to symbolize all of Apple Inc. on close inspection; however, the phrase has no clear meaning. How exactly one is supposed to think differently, or how thinking differently relates to Apple, or even what thinking differently means is not specified. As a result, the phrase “Think different” is a prime specimen of Loaded Words propaganda technique, which seeks to use words with powerful connotations like ‘different,’ to make the audience feel a certain way, either positive or negative. In this case, the trademark makes prospective customers feel that other products are ‘old’ and ‘overused,’ while Apple products are ‘original’ and ‘different’ and that because of this, creative people should buy from Apple.
Digital image. WordPress.com. N.p., 11 Oct. 2011. Web.
<http://trevorlibrarian.wordpress.com/2011/10/11/think-different/>.
Digital image. WordPress.com. N.p., 11 Oct. 2011. Web.
<http://trevorlibrarian.wordpress.com/2011/10/11/think-different/>.