Cultural Symbols Depicted in Apple's Television Commercial, Entitled "Bean Counter"

When a person appeals to another person, they must communicate in a way that the other party understands or agrees. Regarding advertisement, this concept is important to maximize the appeal of product sales. Since marketers are limited in time with television commercials, they have to rely on shortcuts to communicate their information quickly and efficiently. These shortcuts use co-association with stereotypes so that viewers can understand their ideas.

In early 1984, Apple announced the Macintosh based on The Lisa (and the Xerox PARC mouse-driven graphical user interface). In the second year, Apple broadcasted "1984" Super Bowl TV advertisement. At Apple's annual shareholders' meeting held on January 24, 1984, Jobs introduced this microphone to a group of enthusiastic audiences. Andy Hertzfeld expressed the scene as "chaos." Jobs was Apple's persuasive and charismatic director, but some of his staff at the time explained that he was an unstable and discouraged manager. The disappointing sales resulted in a deterioration in the work relationship between Jobs and Sculley, which turned into a power struggle between the two. The work will meet at midnight, send a long fax, and then open a new meeting at 7 am

Apple was one of the most successful companies founded in the 1970s and abandoned the traditional corporate culture. Even after Apple became a Fortune 500 company, Jobs often walked barefoot in the office. By the time of "1984" television commercials, Apple's informal culture is an important feature distinguishing it from its competitors. According to Fortune magazine's report in 2011, this brings a corporate culture closer to emerging companies than multinational companies.

If there is a company that represents the culture after Apollo, that is Apple Computers. Established by Apollo in the 1970s, Apple developed with the media culture and expressed the self-love principle of the universe that attempts to counteract the agility of the universe revealed by Apollo from the Earth. There is no product representative of uninterrupted narcissism as Apollo's iPad or iPhone - these devices are just right, so all users pretend to be all in the center. This was not Apple or Apple user's lawsuit (I've been using Apple products since the 1980s) but only observed that Apple fully reflects secular stories that have dominated since Apollo. From the universe, there is no opportunity to enter space and no human existence. The only choice offered by secular culture is to consume more products and migrate to cyberspace.