ABSTRACT
In 2006, Apple launched the first of three new television advertisements for Mac laptops. A young man dressed in casual clothes introduces himself as a Mac (‘Hi, I am a Mac’). An older, more conservative-looking man enters the scene, introducing himself as PC. The two, clearly very different personalities, act out a brief vignette in which the capabilities and attributes of ‘Mac’ and ‘PC’ are compared. The PC is represented as a formal and stuffy person overly concerned with work – often being frustrated by the superior abilities of the more laid-back Mac. The two, the casual Mac and the more uptight PC, discuss some of the everyday difficulties of the PC and how the Mac does not have these problems.
