Apple Ads
Appple Ads
"Hi, I'm a Mac."
"And I'm a PC."
These two sentences open every ad in the new ad campaign for Apple Computers. These ads are very simple, with a plain white background, and simple music playing in the background. Often, the ad features just the two actors portraying the Mac and the PC. However, these two actors that symbolize the two types of comuters are used to help the audience form an opinion about both Macs and PCs.
The actor who portrays a PC is an older man, with a receding hairline and glasses. He is dressed in a gray suit, white shirt and a tie. His manners and way of speaking are monotone and boring. The PC is all business, however, he is also portrayed as bumbling and slow.
In contrast, the actor portraying a Mac is a young man. He is dressed in jeans, a t-shirt and tennis shoes. In all of the ads, the Mac is shown to be creative and fun. This is a sharp difference to the seriousness of the PC. The Mac is also shown to be immune to viruses and accidents, unlike the PC. The man portraying the Mac is also used as the humor of the ad, making the PC the butt of the jokes. However, the Mac is willing to compliment the PC, like saying "He's a whiz with numbers." And he appears to be humble when accepting praise.
These factors add up to show the PC as an old-fashioned computer, and one that isn't very much fun. In contrast, the Mac is young and hip, creative and funny. Because of these ads, and the way the actors portray the two types of computers, Mac is seen as the more hip and cool computer. These ads are postitioning the audience to identify with the Mac, and distance themselves from the uncool PC.
"Hi, I'm a Mac."
"And I'm a PC."
These two sentences open every ad in the new ad campaign for Apple Computers. These ads are very simple, with a plain white background, and simple music playing in the background. Often, the ad features just the two actors portraying the Mac and the PC. However, these two actors that symbolize the two types of comuters are used to help the audience form an opinion about both Macs and PCs.
The actor who portrays a PC is an older man, with a receding hairline and glasses. He is dressed in a gray suit, white shirt and a tie. His manners and way of speaking are monotone and boring. The PC is all business, however, he is also portrayed as bumbling and slow.
In contrast, the actor portraying a Mac is a young man. He is dressed in jeans, a t-shirt and tennis shoes. In all of the ads, the Mac is shown to be creative and fun. This is a sharp difference to the seriousness of the PC. The Mac is also shown to be immune to viruses and accidents, unlike the PC. The man portraying the Mac is also used as the humor of the ad, making the PC the butt of the jokes. However, the Mac is willing to compliment the PC, like saying "He's a whiz with numbers." And he appears to be humble when accepting praise.
These factors add up to show the PC as an old-fashioned computer, and one that isn't very much fun. In contrast, the Mac is young and hip, creative and funny. Because of these ads, and the way the actors portray the two types of computers, Mac is seen as the more hip and cool computer. These ads are postitioning the audience to identify with the Mac, and distance themselves from the uncool PC.
posted by Sarah @ 8:23 PM
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