“Once you go Mac, you’ll never go back.” It’s not just a catchy slogan, it’s the truth. The line of Macintosh desktop computers and laptops from Apple Inc., are some of the best-selling computers on the market. Known for their innovative and user-friendly nature, as well as for their one-of-a-kind applications, programs, and features, Apple computers are most popular among younger generations, and especially on college campuses. Over the past several years, Apple’s “Get a Mac” advertising campaign has launched dozens of ads beginning with a man dressed in casual clothes who introduces himself as a Mac computer, “Hello, I’m a Mac....” followed by a man dressed in a more formal suit and tie who introduces himself as a Microsoft Windows computer, “...And I’m a PC.” The ads, simple in nature and consisting of a plain white backdrop and only a handful of actors, are often very successful in highlighting the advanced technology, ease of use, special features, and protection from viruses that make the Mac operating system far superior to it’s rival Windows Vista.
Though the “Get a Mac” ad entitled Yoga is literally set against the usual white screen seen in all other Mac ads, the viewers can assume it to be taking place in a yoga studio. The sender of the ad, clearly identified as Apple Inc., has once again created a simplistic ad representative of their simple, easy to use computers. The fact that the “Get a Mac” ad campaign, now in its third year, has run more than four dozen ads using the same backdrop, actors, and background music, reveals just how successful the ads have been in communicating the sender’s message.
“Breathe out and expel all that bad Vista energy,” says the Yoga instructor to PC. From the beginning of this short commercial, viewers immediately understand it to be a parody of Windows computers, and especially of “Vista,” Microsoft’s newest operating system, known for being difficult to use and understand. Though this ad plays less on the strengths of Apple computers than other ads do, the message is still clearly communicated, especially as the yoga instructor voices her frustration that “I could have switched to Mac but instead I stuck with PC and now my yoga studio billing is completely screwed up.” The ethos of the ad points out the obvious weaknesses of Microsoft computers, “Forget that Vista still doesn’t work,” in order to convince frustrated Windows users to make the switch to Apple, the better of the two computers.
This message is successfully communicated through the emotions of the ad, the two most prevalent being anger and frustration. Though the ad begins with the yoga instructor’s soothing voice, viewers can sense her mounting frustration as she continues to talk about Vista and its problems. The shift in her tone, from peaceful to enraged, is also marked in the shift from describing generic problems, “Forget that Vista still doesn’t work right,” to describing personal frustrations “...instead you stuck with PC and now your yoga studio billing is completely screwed up.” The pathos of the yoga instructor’s personal vengeance toward Microsoft computers creates a catharsis in viewers who can relate to her situation and feel the same frustration and anxiety.
The simple template of the ad further communicates the meaning, especially when paired with the presence of simple language and exchange of dialogue. The words “stressed”, “relax”, “energy”, and “ forget” contribute to the ad by creating a scenario in which someone attempts to be calm and relaxed when dealing with Vista, trying to forget all its problems and weaknesses but eventually ends up frustrated as usual. The final line of the commercial, “Maybe I should try Pilates,” suggests that Windows users could try time and again to find a solution for fixing Vista’s problems, or they could simply switch to Mac.
The simplicity of the commercial is again prevalent in its use of logos to communicate the idea that getting a Mac computer, with its efficient and easy-to-use operating system, immunity to viruses, software like iLife, which include applications such as iPhoto, iMovie, GarageBand, and iWeb, and features like built-in cameras, would be not only a better alternative to getting a PC, but would also be the logical choice. As the angry yoga instructor explains the problems that arose after she chose to stick with a PC instead of switching to Mac, viewers in similar situations begin to wonder if they too, have made the wrong decision in continuing to use Microsoft computers.
As a happy owner of a MacBook, the Apple ad campaigns accurately reflect the frustration I previously felt as I waited for my PC to slowly restart after freezing or “not responding,” as I exited error messages, only to have them reappear on the screen seconds later, or as I went computer-less for a week or two while waiting for a new hard drive to be installed in the computer that succumbed to virus after virus. These ads, through the use of emotion, language, and logic, not only explain problems and weaknesses of Microsoft computers that I can personally relate to, but also assure me, and other Mac owners, that we have made the right choice in “getting a Mac.”
