'For the Rest of Us': A Reader-Oriented Interpretation of Apple's '1984' Commercial

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Scott, Linda M. "'For the Rest of Us': A Reader-Oriented Interpretation of Apple's '1984' Commercial." JPC 25.1 (Summer 1991): 67-81.

A Kenneth Burkean/reader-response interpretation of a 60-second Macintosh commercial associating IBM with George Orwell's dystopian Oceania and the Apple Macintosh with the human opposition symbolized by a hammer-throwing athlete: a young woman who throws a huge hammer into a telescreen image of Big Brother. The setting for the commercial "is at once mechanistic and organic" (73) and reminiscent of ALIEN and BLADERUNNER (q.v.)—earlier works by Ridley Scott, the producer-director of the brilliant and culturally significant "1984" commercial.[1]