Submission Title

The Power of the Individual: A Semiotic Analysis of Color, Music, and Silhouettes in Apple’s Silhouette Campaign

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.

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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.