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1、,苹果广告史 A HISTORY OF APPLE ADVERTISMENT 05工业设计2班 200530520227 殷成林,对于设计界来说，1976年4月1日是个有特殊意义的日子，斯蒂夫 乔布斯和斯蒂夫沃兹尼亚克共同组建了一个新的公司，他们把这家公 司的名字命名为”苹果“。 APRIL 1,1976 IS A SPECIAL DAY FOR THE DESIGN COMMUNITY. THIS DAY, Steve Jobs AND Steve Wozniak FOUND A NEW COMPANY AND NAMED “APPLE”.,苹果的第一张广告，从 维多利亚风格的标志上 可以看
2、出，1976年的苹 果公司，还尚未形成自 己独特的美术风格。 APPLES FIRST PRINT AD. FROM THE VICTORIA-STYLE LOGO CAN BE SEEN THAT IN 1976, APPLE HAD NO ITS UNIQUE STYLE OF ART YET.,在这份并无出彩但五脏 俱全的关于APPLE-1型计 算机的广告里，苹果着 重描述了产品的性能。 最后APPLE-1卖掉了200 台，为苹果的后续发展 打下了基础。 APPLE DESCRIBED THE PERFORMANCE OF ITS FIRST PRODUCT: THE APPLE-1 S
3、YSTEM. THIS AD SEEMS NO INTERESTING BUT CONTAINS ENOUGH INFORMATIONS AND FINALLY HELPED APPLE CROP SELLING OUT ALL THE APPLE-1S.,迈克马库拉是让苹果起飞 的关键人物。在1977年加 盟后，苹果开始迅速地建立 起自己的企业文化。在这个 过程中，首当其冲的就是公 司标志的变革。 A. C. MIKE MARKKULA，JR. IS THE KEY FIGURE MADE APPLE CROP BECAME A MODERN COMPANY. IN 1977, APPLE
4、BEGAN TO ESTABLISH THEIR OWN ENTERPRISE CULTURE. IN THIS CHANGING PROCESS, THE FIRST THING IS TO USE A NEW LOGO.,A IS FOR APPLE系列 广告，让苹果公司 的“个人电脑的代 表”形象深入人心。 “A IS FOR APPLE” SERIES OF ADS. THEY SUCCESSFUL LET PEOPLE REMEMBERED THAT “APPLE CORP REPRESENT ALL PERSONAL COMPUTERS”.,也是1977年，苹果公司最经 典，也是生
5、命周期最长的产品 apple-II型个人电脑发售。 Another most important event that happened in 1977 was apple-IIs released. It is the most famous and longest life- cycle product in Apple Corp.,伴随着apple-II的发售，苹果广告的其中一个主题被确立下来：生活。 With the selling of Apple-II, one of Apples motifs-life-was established.,在探索的过程中，苹果公司不断 有新的想法。
6、在1979年的这一张 广告里，苹果公司使用了“蛇的 诱惑”的创意。类似这样的以神 话故事为创作思路的广告，现在 已经很少出现在苹果的广告设计 中。 APPLE CONTINUE TO EXPLORE NEW IDEAS FOR THEIR ADS. SOME OF THEM HAVE BEEN ABANDON NOW. IN THIS AD, APPLE USE THE ALLUSION “SNAKE TEMPTATION” OF BIBLE.,苹果的另外一种常用广告模式，简单地将产品正面展示，并配以醒目的大标题和论文式的说明。 An other style that Apple often
7、use. Simply show a positive product, and with eye-catching headlines and note-thesis like introduce.,在当时可算得上令人震撼的广告创意，实现起来很简单效果却相当好。 Obviously it is an awesome ad at that period of time. Its simply to finish but made superb result.,Apple Gifts, 1983 在各类创意的百花齐放中，生活的主题依然不变。 New ideas came one by one，b
8、ut life motif is well kept,1983年的一组广告。大幅的旧式办公器材的图 片放在醒目的位置，一方面说明苹果计算机的 功能，另一方面可以给观众以温和的亲切感。 This is a series of ads in 1983. Designers put large photos at the eye- catching side , on one hand, to show the computer can do better than these old-style office equipments, on the other hand, gave the read
9、er to feel moderate.,作为美国校园学习电脑的主要提供者之一，苹果还有大量的针对校园客户的广告。 As one of the main provider of computers for American Schools, Apple Corp have produced a large number of ads for school holders and parents.,1984年，革命性的麦金塔 (MACINTOSH)电脑发售，为 了突出性能，苹果使用了在 当时属于高成本的手绘透视 图以表现其高度集成化。 IN 1984, MACINTOSH WAS PUTON T
10、HE MARKET. APPLE CORP USED AN EXPENSIVE PERSPECTIVE DRAWING TO SHOW THEIR HIGH CLASS INTEGRATION.,伴随着革命性的麦金塔降临 于世的，是革命性的鼠标。 WITH THE MACINTOSH COMPUTER, THE REVOLUTIONARY CONTROLLER MOUSE CAME TO THE WORLD.,这一个时期，苹果开始大量使用 图画现代主义构图。 AT THIS PERIOD OF TIME, APPLE STARTED TO USE A LARGE NUMBER OF PICTU
11、RE IN PICTORIAL MODERNISM.,90年代的苹果公司经历了很长时间的一段低谷。1995年微软公司的 WINDOWS95发售一举奠定了微软的垄断地位。这让苹果阵脚大乱，这种缺乏 自信的心理同样反映在了广告上：充满了站不住脚的攻击性。 90 ERA OF APPLE CORP HAS GONE THROUGH A LONG PERIOD OF THE TROUGH. 1995 MICROSOFT WINDOWS 95 SALE IS TO LAY A MONOPOLY IN ONE FELL SWOOP. IT MADE APPLES POSITION INTO CHAOS,
12、THE LACK OF PSYCHOLOGICAL SELF-CONFIDENCE IS REFLECTED IN THIS PERIOD ADS: A LEG TO STAND ON THE OFFENSIVE.,1995-1997年是苹果完全落入性能比较圈套的一段时期，罕有特色广告出现。 APPLE IN 1995-1997 COMPLETELY FELL IN TROUGH. ITS HARD TO SEE AN APPLES GOOD AD IN THIS 3 YEARS.,但1997年同时也是苹果实现转折的一年，这一年里苹果的创始人乔布斯回到了 阔别15年的这家企业。 But, 19
13、97 is also a historical turning point . Apples father, Jobs, backed to this company that he left 15 years ago.,用怀旧的图标指向创新，而97年后的苹果的确是这样做的。 Use an old-style icon shows Creation, and to create is what Apple do after 1997 indeed.,创新的结果：再次引领潮流。 A result of creation: to lead fashion again.,1999年的彩壳imac广告
14、，苹果公司最著名的广告之一，并多次为其他广告所模仿。 Color skins Imac ad: One of the most famous ad ofApple, and for many other ads imitated.,2000年发售的icube有着简易的外形，其广告也简易得无懈可击。 Icube sale in 2000 has a simple shape, the its ad is a perfect summary either.,广告展开后，就如同icube 的展开，我们可以看到简 约的icube里的五脏俱全。 We can seen all structures in
15、 icube after we unfold the adv.,后期的苹果计算机广告，更多地着重于描述其创新性，而错开性能上的数字争霸。 Apple ads in recent years tend to describe their innovation rather than nonsense figure competition.,当然，在创新中，传统依然被固守：生活还在。 Of course, Apples traditional-life-is well kept through its more and more innovation.,Yes, it is Apple indeed.,完 end,It isnt that Powerpoint can do. Try Keynote. Copyright 2008 苹果公司，保留所有权利 请拨打订购热线：400-692-7753，前往 Apple Store 零售店，或查找各大苹果经销商 (800-810-2399)。,
