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Everything Easier...
- Thread starter arn
- Start date
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a Copywriter rears his head...
Having written ad copy for many Fortune 500 companies including AT&T and Best Buy, I'll toss Apple a bone here.
(commercial script):
in: Man happily plunking away on his iMac® desk lamp thingy.
audio: "you've got mail". He smiles.
cut to screen: "open mail" button
Response to mail onscreen: "drop dead, buddy!"
Deep throated announcer voice:
"Everythings easier on a Mac. Except chicks."
(shot of man sweeping iMac® off desk into chipper shredder)
(Copywrite Kennedy Grey 02.18.02)
Having written ad copy for many Fortune 500 companies including AT&T and Best Buy, I'll toss Apple a bone here.
(commercial script):
in: Man happily plunking away on his iMac® desk lamp thingy.
audio: "you've got mail". He smiles.
cut to screen: "open mail" button
Response to mail onscreen: "drop dead, buddy!"
Deep throated announcer voice:
"Everythings easier on a Mac. Except chicks."
(shot of man sweeping iMac® off desk into chipper shredder)
(Copywrite Kennedy Grey 02.18.02)
THink about this...
Apple is targeting for Windoze users. "Different" no longer fits their computers. Easier will reach out and grab those windoze people. They are probly sick and tired of Windows.
Apple is targeting for Windoze users. "Different" no longer fits their computers. Easier will reach out and grab those windoze people. They are probly sick and tired of Windows.
Re: a Copywriter rears his head...
To paraprase for a Cable Ad:
(commercial script):
in: Man happily playing Q3 Arena on his iMac® G4 800 LCD.
audio: "you've got mail". He smiles.
cut to screen: "open mail" button
Response to mail onscreen: "drop dead, buddy!"
Deep throated announcer voice:
"Everythings easier on a Mac. Including chicks."
shot of man Booting Apple Browser from Dock (iSurf). Cut to shot over desk, Rear of iMac screen framing everything from Actor's chin down-Huge evil Grin on Actor)
audio
rocessed Fembot voice a la Starcraft "Howdy Sailor"
Cut to black
audio: Zipper noise
audio: Think different
Cut, out.
Minor rewrite.
To paraprase for a Cable Ad:
(commercial script):
in: Man happily playing Q3 Arena on his iMac® G4 800 LCD.
audio: "you've got mail". He smiles.
cut to screen: "open mail" button
Response to mail onscreen: "drop dead, buddy!"
Deep throated announcer voice:
"Everythings easier on a Mac. Including chicks."
shot of man Booting Apple Browser from Dock (iSurf). Cut to shot over desk, Rear of iMac screen framing everything from Actor's chin down-Huge evil Grin on Actor)
audio
rocessed Fembot voice a la Starcraft "Howdy Sailor"Cut to black
audio: Zipper noise
audio: Think different
Cut, out.
Minor rewrite.
Okay, today in Gelfin's Word Nerd Corner, we'll once and for all dissect "Think Different." Everyone seems to think that Apple's venerable slogan is grammatically flawed. "You mean 'think differently,'" one is tempted to say.
But that's just wrong. "Think differently" does not express the idea they want to convey. They're not suggesting that your thinking should be different. What they're saying is, "given the many qualities you might consider when evaluating computers, we suggest you consider ours because they are different."
It might make more grammatical sense to you if it were written
Think "Different"
...but that doesn't really exactly work either, because they don't want you to think about the word different. They want you to keep the concept of "different" in mind when shopping for a computer.
The slogan might make more sense to some people if it were extended like this: "Think Different. Think Apple." The parallelism here makes the implication more clear: "Apple is Different."
To summarize, "Different" is not an adverb in this case. It's a noun direct object of "Think." This is a somewhat idiosyncratic usage in English, where "Different" is a shorthand for "the idea of Difference," but it's perfectly valid.
But that's just wrong. "Think differently" does not express the idea they want to convey. They're not suggesting that your thinking should be different. What they're saying is, "given the many qualities you might consider when evaluating computers, we suggest you consider ours because they are different."
It might make more grammatical sense to you if it were written
Think "Different"
...but that doesn't really exactly work either, because they don't want you to think about the word different. They want you to keep the concept of "different" in mind when shopping for a computer.
The slogan might make more sense to some people if it were extended like this: "Think Different. Think Apple." The parallelism here makes the implication more clear: "Apple is Different."
To summarize, "Different" is not an adverb in this case. It's a noun direct object of "Think." This is a somewhat idiosyncratic usage in English, where "Different" is a shorthand for "the idea of Difference," but it's perfectly valid.