I 'm A Mac ' Campaign

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“Hello, I 'm a Mac... and I 'm a PC” But who are you? You have been listening to the quirky duo fight for almost two years now, but have you picked a side, are you still on the fence or could you not be bothered? The twosome at the forefront of the ‘Get a Mac’ campaign have made it far from easy to ignore, in fact this campaign is proving to be one of a kind. This contemporary campaign has broken barriers and garnered success economically, culturally and internationally all the while reinforcing its brand and image through advertising tactics despite falling subject to scrutiny. As much as the goal of the campaign is to increase market share, but more importantly it is trying to create a buzz in the non-technical audience (both PC and MAC users). The campaign is aimed to induce feelings of thrill and pleasure in the users of a MAC and sort of envy feelings in PC users. The campaign is further educating the audience regarding the basic stereotypes which exist for the MAC and enforcing them in some cases and counter enforcing them in some cases. The target audience is the young generation (18-35) and home users of any age. Further analysis shows the campaign, is aimed at the general audience (non technical, which is in the majority) who buy a laptop/desktop for Internet, Movies, Photos and the basic Microsoft Office It is good for students to look at this campaign, as it has great text book example of ‘Persuasive’ theories applied in the advertisements. From Warmth appeals to

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