The advert for the Mac shows one person representing the Mac, and another for PC. The man representing PC is shows to be a fat, stuffy middle-aged geek that can’t get a woman. This man is also shown to be someone who is stuck up and arrogant about PC, and doesn’t really have much of a fashion sense; this is a cultural code for stereotypical geeks. The Mac character however is someone who is young, fashionable, and healthy. He also is a laid back person and seems quite humble. The Mac presentation shows a young, attractive, tall, blonde woman, the PC presentation shows a man in drag with a beard. This advert shows binary opposites showing that the Mac is a better computer than the PC. There is also an enigmatic and action code when we see the Mac presentation and we know it is the PC’s turn to show his presentation, and we are wondering what he will show us. The semantic code is when we see the attractive woman, this makes us think that the mac is amazing compared to the PC man in drag, and therefor is a better computer. Ideology of this is if you buy a Mac instead of a PC you will be superior to anyone who has a PC.
No comments:
Post a Comment