How do you capture someone’s attention in a large city when large tech corporations rule the area with jobs and lifestyles? Is it a good idea to use a known campaign and mix it up where people will think it’s an Apple ad. Or would this campaign blend in with culture and the message will not be noticed. What if you use a political figure that doesn’t represent the culture of the city these posters would be in.
The Art Wing Conspiracy’s “Think Different” campaign elements illustrate how meaning is constructed through visual and verbal cues, invoking creativity and idivisuality throughout two major cities in California in 2016. While using the ideas of Apple’s “Think Different” campaign. Apple encurouages innvative thinking associated with its iconic logo and slogan. Apple’s logo signifies creativity and progress, and this could symbolize Silicon Valley’s liberal elite. The Trump silhouette signifies a political figure against liberalism. The “Think Different” idea in right-wing conspiracies suggsts a rejection of the establishment of media, science and resisting a supposed opperssive system. This mind set in right winged conspiracies reflects a cultural war – believers see themselves as rebels against “the system.”
In the urban setting this signifies big tech of Silicon Valley is the enemy and is a target for anti-corporate sentiment with “”Think Different”. The signified is a narrative of defiance where free thinkers believe “thinking differently” to expose a conspiracy. The sign transforms into a symbol against tech driven elite, leveraging Apple’s imagery.
The “Think Different” slogan is all for independent thought; or to think free from mainstream culture. This is a form of resistance against the controlled elites, media and government forces. Those who “Think Different” are portrayed as free-thinking individuals who lean toward alternate media sources such as The Daily Wire or The Blaze and other nontraditional media outlets.
In conclusion, the campaign means through layered signs. The first offers a commercial message, the second a conspiratorial critique and a third reveals a political and cultural response. This becomes a powerful symbol of resistance adding Apple’’s intent for ideological ends in Los Angeles The Art Wing Conspiracy “Think Different” campaign reminds me of something Los Angeles artist Sabo would do.
This peice was for Intro to Digital Art + Criticism
