Semiology: Think different/ crazy ones

The one-minute commercial featured black and white video footage of significant historical people of the past, including (in order):

Albert Einstein
Bob Dylan
Martin Luther King Jr.
Richard Branson
John Lennon,
R. Buckminster Fuller,
Thomas Edison,
Muhammad Ali,
Ted Turner,
Maria Callas,
Mahatma Gandhi,
Amelia Earhart,
Alfred Hitchcock,
Martha Graham,
Jim Henson (with Kermit the Frog),
Frank Lloyd Wright
Picasso

The commercial ends with a young girl opening her closed eyes

Scirpt 

Here's to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules.
And they have no respect for the status quo.
You can quote them, disagree with them, glorify or vilify them.
About the only thing you can't do is ignore them.
Because they change things.
They push the human race forward.
And while some may see them as the crazy ones,
We see genius.
Because the people who are crazy enough to think
they can change the world,
Are the ones who do.

Observations

- Use of footage, public scence
- Innovator
- They all created something, something new
- Young girl -> eye contact to viewer
- Use of black and white footage, but a colour apple icon at the end
- "Them", "They",=17 historical people
- "You"= us, viewers // directly speaking to viewer
- "We"= apple
- "The people" = apple, 17 historical people

In order of appearance, with script 

Einstein - Here's to the crazy ones.
Bob Dylan - The misfits.
                   -The rebels.
Martin Luther King - The troublemakers.
Richard Bran- The round pegs in the square holes.
                       -The ones who see things differently.
John lennon and yoko ono-  They're not fond of rules.
Buckminster Fuller- And they have no respect for the status quo.
Thomas Alva Edison –You can quote them,
Muhammad Ali -disagree with them, glorify
Ted Turner. -or vilify them.
Maria Callas- About the only thing you can't do is ignore them.
Gandhi -Because they change things.
Amelia Earhart- They push the human race forward.
Alfred Hitchcock -And while some may see them
Martha Graham- as the crazy ones,
Jim Henson- We see genius.
Frank Lloyd Wright - Because the people who are crazy enough
Pablo Picasso- to think
                            they can change the world,
The girl - Are the ones who do.


Analysis


- These 17 people (signifier) each present a significant achievement that change the world

- Each of these people represent a different field: inventor, artist (singer, dancer, film directior, painter), designer, leader (political, ideological), businessman

-"Think Different", wrong use of grammer -> should be "think differently" -> sign of breaking the rules of language, how to really "think different"

- "Different" -> sign to thinking different policies, songs, film, business, desings...ways of doing things which the 17 people represent

- These 17 people are signifiers,  signified: their acheivement --> changing the world in different aspects
             - behind every person and every acheivement, is a story and meaning (siginification)
             - they acheive because they think different (sign)

- Convetion:

Using these famous people as signs, most of these people are Americans, and the advertisement was first aired in America. Using the convention that, the public would know who they are and their acheivements, just by sight.

Using the Apple logo (icon) to represent the whole company, assuming viewers would know what the logo indicates just by sight

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 SIGNS

 Combinationof the 3 signs, leads to the idea that....Apple is the new rise and ready to "think different" and change the world

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UPDATE

Apple, like the 17 people shown, thinks different.

Apple is going to achieve what the 17 people achieved (change the world/ contribution to human society), by doing the same, think different.