Licensing MLK

Before class on the dates listed on our schedule, download, print, and study the "Licensing MLK" texts available in our GA View electronic reserves. Bring all printouts with you to class. In addition, study the two television commercials linked below.

Apple, "Think Different"

Two versions of the "Think Different" campaign's flagship commercial are available here. The large version works best on broadband connections; try the smaller file if you are unable to play the larger version.

Alcatel, "Connect"

 
Play the commercial

TECHNICAL NOTES: You will need the Quicktime player to view this file. Also, if you are using Microsoft Internet Explorer, you may not be able to view the movie in the browser window.

You may download the movie by right-clicking on this link. Because the file is so large, I would recommend doing this only on a high-speed connection.

 

Advertisement

  1. Have you ever heard of Alcatel?
  2. Do you remember this ad? Had you ever heard of Alcatel before you saw the advertisement for this class?
  3. What are the advertisement's explicit meanings?
  4. What are the advertisement's implicit meanings?
  5. What are the advertisement's symptomatic meanings?
  6. Corporations sponsor advertisements that they believe will increase their name recognition and, ultimately, sell more of the advertised product. Why do you think Alcatel chose to associate its products with MLK and the "I Have a Dream" speech? 

New York Times Article

N/A

Washington Post Article

  1. Do you think the King family should have the legal right to control MLK's image, voice, and writings? Or do you think that his legacy should belong to the American people as a whole?
  2. Do you think that the family's choice to license the "I Have a Dream" speech to Alcatel was appropriate? 
  3. So far, the King family has sold advertising rights to Alcatel, Earthlink, and Apple. Does this list indicate that they are being selective? If so, in what way?