Elimination Ad: Mac Ads

In 2006 Apple Incorporated launched a series of television commercials collectively known as the Get a Mac campaign. The commercials are characterized by minimalistic white background in front of which two men, one being an older stodgy fellow wearing a suit and tie and the other a young relaxed man in jeans and sweatshirt. They proceed to converse over the capabilities and differences of Macintosh Computers and Personal Computers (Mac vs. PC). This ad campaign has been very successful; however Apple currently only has 9.4% of the US market share (IDG, 2008). Apple, the lesser known brand, is comparing itself to the PC (Microsoft), the more well known brand, as is often the case in comparative advertising (Shi, Kardes, & Cronley, (2002, p. 303). I will analyze one ad in the Get a Mac campaign in particular, titled Elimination, released in 2009. In my opinion this ad falsely portrays Apple as offering computers which suit every individual and are not affected by common problems such as viruses, crashes, and headaches.
The Get a Mac ads are part of the comparative advertising genre. Comparative advertising can be defined as an advertisement, which either directly or indirectly compares attributes of two or more brands or products. Generally a lesser-known brand compares itself to a well known brand, as is the case in this campaign, in order to avoid being seen as the “bully” (Shi, Kardes, & Cronley, 2002, p. 303). Comparative advertising allows a brand to indirectly compare itself to competitors by appealing to consumers Pathos, which Apple has done in the Elimination ad. The Elimination ad opens like all of the Get a Mac ads with the words “Hi, I’m a Mac” spoken by actor Justin Long who appears as the “Mac”. Mac is portrayed as a friendly, confident, and young man with a very casual demeanor. This image reinforces the mantra that Macs are for non-business types and squarely aimed at younger less conservative consumers. In contrast the “PC” (Personal Computer),...