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The Outlaw


astride a Harley-Davidson? You can decide which it is, but think quickly. Time is framing up that picture, and it’s got a pretty itchy shutter finger. Power to the People: Apple and the Revolutionary Organization The story of Adam and Eve in the Garden of Eden tells us that humankind fell from grace because the pair ate an apple from the tree of the knowledge of good and evil. Leaving the garden meant that people would no longer live in paradise (which we might think of as “blissful ignorance”), but it also meant that they would have free will. That is one reason theologians refer to this episode as the “fortunate fall.” The Apple logo—an apple with a bite out of it—calls forth these associations. Its motto, then, admonishes customers to “Think different,” and ads run pictures of iconoclastic creative geniuses in a variety of fields, including Albert Einstein, Martha Graham, Maria Callas, Amelia Earhart, Rosa Parks, Buzz Aldrin, Muhammad Ali, Richard Branson, and John Lennon and Yoko Ono. Apple is also known for technological innovation and the revolutionary step of making such user-friendly software that virtually anyone could become expert enough to use the company’s computers almost immediately. Founder Steve Jobs puts it this way: “ ‘Think Different’ celebrates the soul of the Apple brand—that creative people with passion can change the world for the better. Apple is dedicated to making the best tools in the world for creative individuals everywhere.” The Super Bowl ad that put Apple on the map opened with the famed 1984 dystopian society, clearly linked with Ruler archetype IBM, portrayed as Big Brother. Zombielike, gray-uniformed people shuffle into a huge assembly hall, dominated by a huge screen. Big Brother delivers the party line from the screen, “We are one people. With one will. One resolve. One cause. Our enemies shall talk themselves to death. And we will bury them with their own confusion. We shall prevail!” Suddenly, a young, athletic woman appears, wielding a sledgehammer, and shatters the screen. The announcer then says “On January 24, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984.’ ”

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype