‘The need to have’ is a huge message that informs the
branding of design today. I am focusing mainly on Apple and their ad campaigns
and product cycles. Each year a refresh is brought out and a new campaign
started to get you to ‘need’ a new mac or ipod etc. This video is from the Mac
vs PC campaign and shows the benefits of a mac over a PC.
Video Below
The idea shown in this video is loosely tied to the
political idea of newer is better. Consumerism is another name for this state
of mind. These ads by Apple make the viewer’s believe that their macs are
better than PCs though in reality the PC has a far larger reach and can do much
more. Their Macs do possess a few benefits such as being largely virus free, as
shown in another ad from the campaign but the ads play on the geeky nature of a
PC and make the audience believe that if you buy a Mac, you will be cool, and
have the latest and greatest technology has to offer. They also play on the Mac
being easier to use, which is true of the older version of windows, but the
latest windows is, in my opinion, better.
References:
(2007, 15, April) [video file] Retrieved from :http://www.youtube.com/watch?v=DJ1AWw8ktLQ
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