| Abstract [eng] |
This paper examines the "Think Different" advertising campaign used to communicate "Apple" company's products between 1997 and 2002. The myth of differentness, constructed by the advertising campaign, is identified and defined using the concept of a successful modern myth. The potential power of the created myth is assessed using theoretical rhetorical figures that enable the myth. The concepts of classical and modern myth, rhetorical figures and power are applied to analyse the advertising campaign; according to the theoretical rhetorical figures identified in the communication of the created myth, the origin of the power of the myth is named. |
