Mac Commercial Analysis

Analyze Advertisement

I chose one of the many Mac ads to analyze.  The purpose of all Mac ads is to show how a Mac is superior to a Windows computer.  Each advertisement picks one of Mac’s strong points and focuses on how that point makes it better than a Windows computer.  This particular advertisement focuses on the ease of editing, and the quality of videos on a Mac.

The commercials are initially produced to be aired on television, but all Mac commercials can be found on YouTube as well.  So in that regard, their audience is television and You Tube viewers.  The audience can further be broken down into what demographic Apple markets. Apple’s main target is young adults, specifically, the trend setters within this demographic.

There are two constant live bodies in Apples ads.  This ad has these two characters, as well as two added characters. One of the main characters is the Mac, personified. The actor is in his twenties, and is dressed casually, but at the same time retains professionalism in his appearance. It would be fair to say that he is presented as intelligent, casual, and laid back, both in appearance and demeanor.   In every commercial he has his hands in his pockets, and usually has some facial hair.  I am quite sure this is to emphasis his laid-back nature.

The other main character is referred to as PC, and is Windows personified.  He is older than the Mac character, in his thirties, and is dressed much more formally, wearing a suite and tie.  He is always clean-shaven, somewhat ridged, and appears to be a bit dim witted. 

The relationship between the two main characters is on-going through all of the Mac commercials.  They both act cordially toward each other, but the PC character often shows jealously, frustration, and sometimes awe toward the Mac character.  Each commercial is a short conversation no longer than thirty seconds, and focuses on the central theme of the commercial. In this commercial, the PC character displays frustration at the end of the advertisement.

The other two characters are each associated with either the Mac character, or the PC character.  They are the movies created by each operating system personified.  Each movie is wearing the same dress.  The difference is that the Mac movie is a very attractive, young woman, and the PC movie is a man, wearing the same dress as the Mac movie character.

So what is going on in the commercial?  The commercial begins with the classical introduction of “Hello I’m a Mac,” and “Hello I’m a PC,” from each of the respective characters. The PC then tells the Mac that he just finished a home movie, and the Mac responds that he has just finished one as well.  The Mac, of course, mentions that Imovie was the program used, as that program is the main focus of the advertisement.  The PC responds that he doubts the Mac’s movie is as good as his, but he would be happy to take a look at the Mac’s movie.  Mac then says sure, he will show PC his movie.  A model in a dress representing Mac’s movie then walks into the commercial and says “Hi, I’m a Mac home movie.”  We then see a close up of the PC actor’s face in which his mouth is hanging open as he looks at the movie, and then looks at the camera with the same expression still on his face.  The Mac then says cheekily that his movie looks really professional. The PC goes to exit the scene, but the Mac stops him and asks to see the PC’s movie.  The PC character reluctantly agrees to show him, at which point a man representing the PC’s movie enters the scene and states that he is a PC home movie. Remember that the PC’s movie is dressed in the same outfit as the Mac’s movie.  The PC then states that the movie is a work in progress.

The theme of the advertisement is that the consumer can create a higher quality home movie, more easily, on the Mac than a PC.  This point is really emphasised when PC’s movie walks into the commercial. It really drives home the point that the Mac’s movie is of a much higher quality than the PC’s.

Language is used to great effect in these commercials. The classic intro sets up this commercial so beautifully. The introduction is now widely recognized, and is a great example of how good commercials can get a product ingrained into consumer’s minds. Humour is used to great effect in all of their commercials, including this one.  The humour in this commercial is of course the man dressed in women's clothing, as well as many smaller things throughout the commercial.  The PC character’s body language and reactions are often humorous in a very subtle way, as to not overshadow the punch line of the commercial.

Even though words are said when the PC movie enters the scene, they really were not needed, they were just added for effect.  For this reason I think that this part of the commercial was an innuendo, albeit a very obvious one.  The man and woman representing the finished movies are also obvious metaphors for these movies.

Here is a link to the Advertisement that was analyzed.

http://www.youtube.com/watch?v=KNnX6XRQBec