A Study Of Apple Rush

Adopting the method of cultural analysis and some knowledge of semiotics, thisthesis argues that the Apple takes full advantage of product design symbol,advertising symbol, environmental symbol and brand symbol, and gives its productscertain cultural significance and meanings which capture consumers’ psychology andenable consumers to identify with it. At last this contributes to the apple heat.On the one hand, this thesis analyzes consumers’ fashion, aesthetic and culturalvalue changes in different periods; On the other hand, this thesis also explores howapple changes over these changes of consumers, and makes them identified with it indifferent periods.This thesis plans to demonstrate it from four aspects. The first chapter revealshow the apple constructs consumers’ experience identification through the analysis ofthe Apple’s retail store environment from outside to inside; Chapter two furtherdiscusses how apple constructs consumers’ aesthetic identification in different periodsfrom the product design changes such as the logo, the color, the shape, and thematerial; The third chapter with three famous apple ads as the breakthrough point,explores the cultural connotation behind them, relying on which the Apple constructsconsumers’ cultural identification; The last chapter analyzes how Steve Jobs, as anapple brand symbol, with his legendary experience of being a Buddhist, a hippies andan epitome of the American dream, together with Tim Cook, strengthens consumers’cultural identification.