“Would apple be able to create a ‘1984’ in 2012? Maybe, but it doesn’t need to,” Brian Steinberg writes for AdAge. “uper Bowl ads on the order of its famous George Orwell-inspired classic are no longer necessary for the company. Apple doesn’t need to build awareness, and therefore no longer has to thumb its nose at rival tech giants and other establishment corporations.”

“But that may actually be a hindrance when it comes to Apple’s current advertising. The company that made a name for itself with smart, convention-challenging ads that cast it in the role of underdog is now on top as the most valuable U.S. company and maker of that high-selling smartphone,” Steinberg writes. ” Its challenge is to create commercials that target a broader audience and tout specific features of its key products, the iPhone and iPad, perhaps a departure from the trademark advertising that has always been its emotional raison d’etre.”

Steinberg writes, “Yet some of that advertising has left Apple aficionados cold. During the Olympics, the company unfurled several new spots featuring a young man with a cracking voice — who sounds an awful lot like Steven, the “Dude, you’re getting a Dell” character from spots in the early 2000s. Backlash was palpable… Apple’s ads featuring celebrities such as Martin Scorsese, Zooey Deschanel and Samuel L. Jackson using iPhone Siri technology as a sort of personal assistant have prompted bloggers to ask if the company were moving in a new direction… [However] Advertising Benchmark Index, a company that studies the effectiveness of specific ads, found the spots worked and that most respondents liked them.”

Read more in the full article here.

[Thanks to MacDailyNews Reader “theloniousMac” for the heads up.]