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El anuncio con el que Apple lanzó el ordenador personal Macintosh, emitido por primera vez en la superbowl americana de 1984, es considerado por muchos como una obra maestra en publicidad.

El anuncio fué dirigido por Ridley Scott (veanse Alien, Blade Runner, …), y la verdad es que en la campaña de publicidad debieron de gastarse bastante dinero, del orden de millones, pero realmente fue clave para Apple. El anuncio en cuestión es el siguiente:

Si has visto el anuncio, probablemente te hayas quedado más o menos igual (al menos yo no acababa de pillarlo), sin embargo, hoy he visto un video (que pongo más abajo) que básicamente me ha hecho ser consciente del contexto en el cual se lanzó, y de como Apple en ese momento se definía a si misma como la via de escape ante la dominación de IBM; como la alternativa para la libertad en el mundo de los ordenadores personales.

El video que me ha hecho ser consciente de ese contexto, es un video donde sale Steve Jobs, en otoño de 1983 (unos meses antes de emitir el anuncio a las masas) explicando cómo aparecieron los PC, cómo IBM inicialmente desechó la idea de los PC por ser un mercado nimio, cómo al final IBM se dió cuenta de que el mundo del PC iba a ser grande, y cómo IBM se fue comiendo el mercado y las demás empresas fueron desapareciendo, hasta el punto en que en 1983 básicamente quedaron IBM y Apple como principales competidores. IBM era (y sigue siendo) una empresa muy grande que dominaba ya varios mercados. Ciertamente Apple consiguió con este anuncio (entre otras cosas), meterse en la mente de los consumidores como “los chicos buenos”, frente a “los chicos malos” de IBM. Nótese también todo el transfondo del libro 1984 (publicado en 1949), una obra maestra de George Orwell, cuyo argumento principal, para el que no la conozca, es que en 1984 la sociedad iba a estar dominada por el Gran Hermano, que es quien vigila, controla y domina a la sociedad, y que en este anuncio se refiere a IBM, el principal competidor de Apple en ese momento.

De verdad que la introducción de Steve Jobs no tiene perdida:

9 Responses to “1984: Anuncio de Apple para lanzar Macintosh”

  1. kindly go to the website

    July 26th, 2013 | 11:47 pm
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    March 22nd, 2015 | 7:01 pm
  3. Great site Zarah! I’m glad I stumbled onto it and btw, *finally* Steve Jobs is smintenarg up to the environment. It took many years, and much pestering by Greenpeace! Best wishes, Aime9e

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