All branded objects have a meaning, but what do they really mean? Until my second Contextual and Theoretical Studies class I’d always looked at advertisements or branding to what they are selling or representing, however that has changed. after reading Judith Williamson’s (2013) ‘Apple’ Source: The Photographic Review no. 76 Autumn. The review is on an advertisement by Apple and about an iPad that is being held by a child raising it above her head, where the light is illuminating her face. She suggests ‘we are witnessing a scene of annunciation – she is being touched by something ethereal, even godly’ Just looking at the advert I normally would assume that its showing us how the newer generation is growing into the newer technology, the same way I grew up with a Nokia phone playing snake. To me is also suggests that if someone so young is using it, it must be so easy to use, or that it occupies the child long enough to maybe give their parents a break. However Judith Williamson has looked into it with much more depth, she has looked into the religious aspect, where the iPad seems to be shining a ‘pure’ and ‘heavenly power’ on the child. Not only that, on the image it says quite clearly ‘Designed by Apple in California’ which as she has said gives an ‘implicit contrast’ to where all of Apples products are manufactured in comparison to where they are designed. Judith Williamson entertains the idea that although the designing process is in California the consumers are not necessarily there. She has also researched into who is employed with the manufacturing of Apple products and has found that the company has been accused of having under age staff, people working 66-69 hours a week, and pregnant women working 11 hour days. She concludes with the statement ‘The overall implication is that the Design itself is part of the Holy Spirit, and Apple is God, ‘touching’ the world through its products. In reality, of course, the relationship is the other way round: those products are made by the touch of many exploited hands.’
The advertisement which was supposed to put their product under the spotlight has been flipped on to Apple with her words. The meaning has brought out the atrocity from within their almost ‘holy’ product, from an otherwise peaceful image.
Branding Choices 