Collaborative Challenge

Date observed: 8/27/08

Date entered: 8/28/08

Context: Individual

Activity: Collaborative Challenge, page 34

Observation: After watching the Apple ad campaigns, I am more convinced than ever that Macs are the only computer for me. I must be the target audience for Apple because Justin Long has me hook line and sinker. Using a cool, laid back and young celebrity type, Apple clearly favors the hip, artsy type with commercial appeal to plug its computers. All the ads juxtapose Long with an older, fatherly, and more than slightly nerdy PC representative. Such a clear visual difference between the men reinforce the clear cut separation between the computers. While Apple clearly aligns itself with the cool, young crowd, it establishes PC users to be elderly and stuffy in their electronic choices. The ads also illuminate common concerns to switching to Macs, such as transferring files or navigating non-Windows operations. Yet, Long concretely quells concerns by explaining the new Apple server and the similar Microsoft applications available. By voicing apprehensions to Macs and then alleviating concerns by describing  all that Macs can do, Apple shows how much more than your average PC. By creating a visual analogy of an old man and a trendy celebrity to a PC and an Mac as well as concisely explain the new perks of Macs, Apple ads effectively fossilize PC usage in favor of its own modern computer experience.