ADVERTISING IN THE DIGITAL ERA: THE IMPACT OF APPLE’S CONTROVERSIAL CAMPAIGN ON BRAND IMAGE

Abstract

Social media have become key tools for spreading advertising messages quickly allowing advertising content to go viral and exponentially increasing the visibility of products. Public interaction and participation have become essential in building brand image, where these digital platforms facilitate two-way interaction between brands and consumers through comments, likes, shares, or even direct criticism. In early May 2024, the iPad Pro advertisement shook the digital world—not because of its technological sophistication but due to the controversy surrounding the ad titled “Crush!” after it was posted by Apple CEO Tim Cook on his social media account X. The public responded to the 60-second ad with criticism and negative comments, deeming it is offensive ad to artists and the creative community. In some cases, negative reactions can lead to a decline in public trust and brand reputation; however, controversy can also raise awareness and interest in a product. This journal employs a content analysis approach to understand the message conveyed through the advertisement and evaluate public responses on social media and in news articles. This case study demonstrates that in a highly connected digital era, the impact of advertisements on brand image can be widespread and intense. Therefore, advertisers need to be more careful and ethical in designing their advertising messages, considering the potential for diverse audience reactions.