Question 1 What is Stein's intent of analyzing 'Running Woman' deeply?
Question 2 What is Stein's attitude towards the technological development?
Summary
The 1984 Macintosh Ad: Cinematic Icons and Constitutive Rhetoric in the Launch of a New Machine is the article analyzing the advertisement of Apple broadcasted at 1984. Stein describes the contexts of the advertisement telling readers what was going on in the advertisement at the section 'Description of the text'. The essay flows to the section 'Theoretical frameworks', the section which introduces Charland's Constitutive Rhetoric, Robert Goldman's commodity-as-sign, Walter Benjamin's notion of re-enchantment though commodity images, gives the theoretical background of author to analyze the ad. The history of Macintosh and apple’s intention to do those, situation, and their supporter’s marketing strategy at ‘The Rhetorical History of the Macintosh’. Also, the author describes the atmosphere and situation of that time on ‘The Rhetorical Context of the “1984” Ad’. She analyzed the certain objects in the commercial as well as its motif based on her former set-up in the analysis section. Then, she summarized those and conclude with mentioning the advertisement’s message at the conclusion section.
As everyone knows that Steve Jobs made a great success on 1970's and 1980's as well as the time since late1990's. Especially the time when the Sarah wrote this article, the early 2000s, he was making a lot of money with 'Macintosh'. Because the company Apple and its product Macintosh is in dominant position in the market, 1984 Macintosh ad might have allured author a lot. Not only that, because the commercial is evaluated as the turning point in advertising, Stein may thought this as her research topic.
I think she may wanted readers to understand her analysis about the commercial and agree to it. I can recognize her will when I was reading her conclusion section. At the conclusion, she interprets the ad's meaning as itself as well as the meaning of 'Running Women', and the message of the ad. It can be found on the sentences 'Freedom through revolution is the central theme of the ad, the power to revolt against tyranny and to act freely as an individual.'(298), 'The Running Women is successful at shattering the image of Big Brother in the "1984"ad,'(299), and 'Ultimately, the message of the Macintosh ad is an old one echoing cultural faith in the machine and in technology-endangered progress.'(299).
I think she may wanted readers to understand her analysis about the commercial and agree to it. I can recognize her will when I was reading her conclusion section. At the conclusion, she interprets the ad's meaning as itself as well as the meaning of 'Running Women', and the message of the ad. It can be found on the sentences 'Freedom through revolution is the central theme of the ad, the power to revolt against tyranny and to act freely as an individual.'(298), 'The Running Women is successful at shattering the image of Big Brother in the "1984"ad,'(299), and 'Ultimately, the message of the Macintosh ad is an old one echoing cultural faith in the machine and in technology-endangered progress.'(299).
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