Positions and Practice 

Words and Pictures

​T7 

05 July, 2024

• To what extent has text been part of your practice up to this point? When have you found it most effective?  

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• Can you think of instances where your use of text – titles or captions perhaps – has ‘intimated’ too much for the viewer? Has text ever undermined your photographs?  

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Barthes' concept of the 'parasitic' relationship between word and image is especially relevant in advertising. The connection between visual elements and textual components aims to create compelling and memorable messages. 

Apple's 1997 "Think Different" campaign features black-and-white portraits of iconic figures like Jane Goodall, Albert Einstein, Gandhi, and Miles Davis. These well-known individuals epitomize innovation, courage, and brilliance. The simple yet impactful phrase "Think Different" links these qualities to the Apple brand, suggesting that Apple products are designed for imaginative and innovative individuals.

References

APPLE COMPUTER: Apple Launches Think Different Brand Campaign. 1998. M2 Presswire. Coventry: Normans Media Ltd.

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WUERTHELE, Mike. 2019. ‘Apple’s “Think Different” Court Clash Ends in Swatch’s Favor’. AppleInsider [online]. Available at: https://appleinsider.com/articles/19/04/02/apples-think-different-court-clash-ends-in-swatchs-favor [accessed 14 Jul 2024].