A thesis submitted to the Graduate School of the University of Cincinnati in partial fulfillment of the requirements for the degree of Master of Design in the Spring of 2012 Consuming Apple: Conformity through Rebellion & Design Gabriel M. Botkins Bachelor of Science in Industrial Design | 2004 University of Cincinnati | College of Design, Architecture, Art, & Planning | School of Design Bachelor of Arts in History | 2010 University of Cincinnati | McMicken College of Arts & Sciences | Department of History Master of Design | 2012 University of Cincinnati | College of Design, Architecture, Art, & Planning | School of Design
[email protected] Abstract Apple Inc. is one of the world’s most celebrated brands and has built a loyal customer base through its award winning advertisements and product design. This paper examines key advertising campaigns and the propaganda techniques that have established Apple’s image and the image of its consumers as a rebellious and creative lot who are changing the world for the better. In stark contrast to its well-cultivated image, Apple employs the use of Planned Obsolescence and walled city building in its product design to help ensure continuing financial growth at the cost of the environment and those charged with manufacturing their goods. When thoroughly examined, Apple is more akin to the destructive, totalitarians that they claim to be rescuing the world from. i ii Acknowledgements Tony Kawanari, for supporting my academic and professional goals from the beginning and being one of the best teachers I’ve had the privilege of studying under. Dr. J. Chewning, for bringing me into the graduate program at DAAP and helping me along the way.