1 / 17

Mac vs. PC

Mac vs. PC. By Heather Bjorlin And Joe Dimaira . Introduction. Analysis of why the use cartoons instead of actual people Understand why a Mac commercial would use a “PC Rules” visual in the cartoon Interpret dialogue used in the commercial. The Commercial.

ballari
Download Presentation

Mac vs. PC

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Mac vs. PC By Heather Bjorlin And Joe Dimaira

  2. Introduction • Analysis of why the use cartoons instead of actual people • Understand why a Mac commercial would use a “PC Rules” visual in the cartoon • Interpret dialogue used in the commercial

  3. The Commercial • http://www.youtube.com/watch?v=AOvhLI9EUsk

  4. Important Information • 1. Visual • Cartoon • Tree • PC Rules • 2. Dialogue • “You’ve put in all that work.” • “Isn’t this fun PC?” • “I’m really glad we’re friends.” • “Sorry that just sort of happened.”

  5. Why cartoons? • Message Appeal • Novelty - change from white background to colorful cartoon • Vividness – to attract your attention • Source Characteristics • Dynamism – cartoon is more dynamic • Kelley’s Attribution Theory • Distinctiveness – different and new

  6. Why Tree? • Subjective Norm • Time to buy gifts • Peripheral cues • What they’re wearing • Tree • Snow flakes • Holiday season

  7. Why “PC Rules?” • Humor • Reinforcement • “Old” PC trying hard

  8. Dialouge • “You’ve put in all that work.” • PC is trying really hard (desperate) • “Isn’t this fun PC?” • Mac is used for entertainment purposes • “I’m really glad we’re friends.” • Mac’s attempt to resolve conflict between PC and Mac • “Sorry that just sort of happened.” • PC makes a lot of mistakes

  9. Theories used • Theory of Reasoned Action • Elaboration Likelihood Model • Message Appeal

  10. Theory of Reasoned Action

  11. Theory of Reasoned Action • Intention – Mac’s intent to keep their current customers and to drive in new customers • Applying: • Brand Loyalty – keep Mac consumers as their loyal customers

  12. Elaboration Likelihood Model • Peripheral Cues • Tree • Snow flakes • Clothing

  13. Message Appeal • Message Appeal – ability or power to attract interest or stimulate the mind or a person’s emotions • Novelty - unexpected • Vividness – to attract attention/imagination • Humor

  14. Assessment • Strengths – • The use of peripheral cues were strong aspects in this commercial for implying a message to the receiver • Dynamism through the use of cartoon • Humor • Novelty – the change from blank backgrounds to colorful cartoons • Distinctiveness – new (cartoon) • Brand loyalty (TRA) • Dialogue (intention)

  15. Assessment • Weaknesses – • Credibility • No factual information about Mac

  16. Suggestions • ELM • Include information about the product • Features, performance, etc. • Need to make a more relevant claim • Why is Mac better? • Picture + Relevant claim = desirable outcome • Message Appeal • Message organization • Low credibility when message is disorganized

  17. Questions • Do you think the use of “PC Rules” had an effect on people’s perception of Macs? • Was the use of a cartoon a better way to attract the attention of consumers?

More Related