Comunicación Persuasiva y Cambio Cultural. El Caso De Apple
Keywords:
Commercial Communication, Social Change, Advertising Revolution, 68 Revolution, ComputersAbstract
The World Federation od Advertisers (WFA) chose recently the best spot in History. The winner was the spot "1984" created by Chiat/Day for the launching of Macintosh in that same year. With this computer Apple not only sold a brand or consumer good. It spread a mentality. During almost a decade, its advertising managed to connect with something which was emerging in social life, with a new sensibility which affected particularly the world of work. The advertising of Apple- Macintosh renewed the age- old dispute which exists from its beginning in the commercial communication world. Is advertising only a mirror of society or dares itselt sometimes to give a " step further". Because if it is only a reflection, we can say that it lacks responsability. But if it were something else, perhaps it is contributing somehow to the vertebration of our communities.
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