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date: 16 July 2019

Abstract and Keywords

This chapter examines the concept of mobile freedom as it is displayed in the iconic dancing silhouette advertisements for Apple’s iPod. By comparing the original 2001 iPod commercial with the initial run of silhouette ads in 2003 and 2004, the chapter demonstrates the evolution of Apple’s marketing plan for the iPod and situates the commercials within the company’s general brand identity, as primarily defined through a series of advertising campaigns deployed by Chiat/Day and TBWA/Chiat/Day since 1984. The silhouette ads are shown to enact a shift in Apple’s target audience as the company markets the iPod to potential consumers who are not assumed to already be Apple product users.

Keywords: iPod commercial, Apple Inc., TBWA/Chiat/Day, mobile freedom, dancing silhouette campaign, portable media player

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