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Did You Bite the Magic Apple?: Exploring the Symbolic Meaning of Apple, Inc.

This paper looks at the symbolic meaning of Apple, Inc., and how the brand has become a living symbol in our consumer culture. Apple functions as a projection surface for values, ideas, and aspirations on the rise in the collective today. This paper explores how a psychological connection is created to Apple's products, revealing an underlying brand mythology that seems to offer magical transcendence through technology....

Keywords:: Apple, culture, technology

Disciplines:

Science and Technology

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More about this material

Material Type:: Open (Access) Journal-Article
Date Added to MERLOT:: October 12, 2022
Date Modified in MERLOT:: October 12, 2022
Author:: Max Jakob Lusensky
Submitter:: Terrence McGarr

Primary Audience:: College General Ed, College Lower Division, College Upper Division, Graduate School
Technical Format:: PDF
Mobile Compatibility:: Not specified at this time
Language:: English
Cost Involved:: No
Source Code Available:: Yes
Creative Commons:: Unknown