The Power of the Individual: A Semiotic Analysis of Color, Music, and Silhouettes in Apple’s Silhouette Campaign
Faculty Sponsor(s)
Brenda DeVore Marshall
Location
Jereld R. Nicholson Library
Subject Area
Communication Arts/Rhetoric
Description
This study used semiotics as a theoretical framework in order to analyze the colors, music, and silhouettes used in Apple’s Silhouette Campaign. In particular, six videos were examined in terms of color symbolism, lyrical metaphors, and silhouettes as representations of different cultures and types of people. The selected clips represented every year of the campaign and ranged from pop to jazz and even reggae music. After conducting the analysis, it was concluded that even though Apple did not originally intend to promote anything else other than their product, the commercials encouraged cultural diversity and freedom of expression through the inclusion of color, music, and silhouettes.
Recommended Citation
Ploof, Chelsea N., "The Power of the Individual: A Semiotic Analysis of Color, Music, and Silhouettes in Apple’s Silhouette Campaign" (2014). Linfield University Student Symposium: A Celebration of Scholarship and Creative Achievement. Event. Submission 41.
https://digitalcommons.linfield.edu/symposium/2014/all/41
The Power of the Individual: A Semiotic Analysis of Color, Music, and Silhouettes in Apple’s Silhouette Campaign
Jereld R. Nicholson Library
This study used semiotics as a theoretical framework in order to analyze the colors, music, and silhouettes used in Apple’s Silhouette Campaign. In particular, six videos were examined in terms of color symbolism, lyrical metaphors, and silhouettes as representations of different cultures and types of people. The selected clips represented every year of the campaign and ranged from pop to jazz and even reggae music. After conducting the analysis, it was concluded that even though Apple did not originally intend to promote anything else other than their product, the commercials encouraged cultural diversity and freedom of expression through the inclusion of color, music, and silhouettes.
