Macintosh Computers: Get A Mac Campaign
The incredible industrial giant behind the Macintosh computers made a very strong push back in the 2000’s with their “Get a Mac” campaign. This campaign featured a denotative aspect of personified versions of “Mac” and “PC”, going about small skits to prove a Mac’s superiority over its competitor all whilst the connotative sense had a much less diminishing message of individuality within the western consumer culture. Simply, Apple had a message that could easily be read in the very simple and small format advertisements: Mac is not just a different brand, it is a different kind of computer all together. Even today, there is a clear distinction between an Apple product and everything else in the technological industry, but these ads reinforced
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The action separates its buyers from the harsh and boring world the PC’s currently occupy in office space and bring it into the 21st Century where individuality has become a more appropriate excuse to express one’s self uniquely. In other words, Mac promises more, and importantly it offers individual progression into the “better”. Sounds good, doesn’t it? This idea of pushing the old out, and putting the new in seems to speak to the extreme-progressiveness that a lot of people today care for, but it also alludes itself to creating an individual platform for its users. Without ever specifically mentioning how Mac is created for the “you” the whole campaign starts with “Hi, I’m a Mac” and continues with the previous mentioned demi-slander of personal computers. The reason for that sentence to be so powerful and so incredibly focused to you as an individual rather than another person part of society, is the ‘Hi’. It may sound silly, but the “Hey you” phenomena – which inclines people to pull their attention from whatever it is they are doing to the person that is indirectly addressing them – is incredibly powerful because good or bad, it speaks directly to them. Therefore, despite it actively trying to create an Apple Culture, it is creating an individualist’s culture, one where the ‘you’ is far more important than the ‘we’, and that is why you should purchase a Mac, instead of a
The action separates its buyers from the harsh and boring world the PC’s currently occupy in office space and bring it into the 21st Century where individuality has become a more appropriate excuse to express one’s self uniquely. In other words, Mac promises more, and importantly it offers individual progression into the “better”. Sounds good, doesn’t it? This idea of pushing the old out, and putting the new in seems to speak to the extreme-progressiveness that a lot of people today care for, but it also alludes itself to creating an individual platform for its users. Without ever specifically mentioning how Mac is created for the “you” the whole campaign starts with “Hi, I’m a Mac” and continues with the previous mentioned demi-slander of personal computers. The reason for that sentence to be so powerful and so incredibly focused to you as an individual rather than another person part of society, is the ‘Hi’. It may sound silly, but the “Hey you” phenomena – which inclines people to pull their attention from whatever it is they are doing to the person that is indirectly addressing them – is incredibly powerful because good or bad, it speaks directly to them. Therefore, despite it actively trying to create an Apple Culture, it is creating an individualist’s culture, one where the ‘you’ is far more important than the ‘we’, and that is why you should purchase a Mac, instead of a