This advertisement is part of the popular apple advertising campaign that has been running for the past year or so. The ads use simple straightforward comparrisons between a mac and a pc to create humorous and effective ads. Using these two actors for all of the ads throughout the campaign has created a visual recognition between the viewers and these characters. The concept is that the actor representing mac is portrayed as cool, simple and easy against an older, problem filled, unorganized PC represented by a less “cool” middle aged actor in a suit with glasses.
This ad makes a visual argument proposal through promoting consumers to purchase easy to use- cool macs over apple’s competition, the pc. In this particular ad apple attacks windows most recent operating program, vista. The broken neon light represents a faulty system and sends the message to consumers not to waste their time purchasing a pc because of their poor operating system while the actor representing mac id cool, calm and collected.
