Date: Sat, 28 Mar 1998 11:05:58 -0500
From: "Bethany K. Dumas" dumasb[AT SYMBOL GOES HERE]UTK.EDU
Subject: Re: Think Different

Barry initiated:

There's a very large Apple "Think Different" billboard near my home
at t$ corner of Third Avenue and 59th Street.
Actually, shouldn't that be "Think Differently"?
And does Apple really want people who "Think Different"? If I send
out a resume written with crayons, do I have the job??

Then Greg Pulliam suggested:

I've never thought of the "different" as an adverb modifying
"think." This is a construction where "different" represents the goal (not
in the linguistic sense, mind you).
I think it's a great slogan, though--simple, elegant, and subversive.

It still shocks me to flip over an issue of the NYorker and see that Apple
ad "Think Different." Greg., if all those freshmen comp. students we
have been discussing write "One should think different" in an essay, will
we all extoll the simplicity, the elegance, and the subversion?

I would not ban the phrase, but I would not be able to repress a shudder.
I really hate the ad campaign; I think it is a PR disaster at a time when
my beloved Apple can ill afford a PR disaster.

Hand me a crayon, please, Barry -- black, preferably.