Sang's Digital Story

my generation,my life and my computers

3 Artists

Yugo Nakamura
Joshua Davis
Piotr Szyhalski
Sang's color theory for fun.

ADVERTISEMENT ON APPLE COMPUTERS

IHave been using Apple computer since 1994. I started to use apple (Mac) computer because appleÕs system was known as the best operating system for graphic designers and publishers. I personally love Mac OS because IÕm used to the operating system and it is simple to use. Also, the hardware looks better than PCs. Its specification is very special for me as a graphic designer because Apple is made for designers and multimedia professions so it makes Apple unique and special. IÕm so called, one of the ÒMac LoversÓ. I was a little disappointed about AppleÕs new Ad campaign compare to their previous Ads. For example, the AppleÕs advertisement in 1984 gave a fascinating experience to the viewers. It remained as one of the most revolutionary and unique commercial in history of Ad campaign. It was also effective enough to draw attention from many viewers because it was viewed on TV right at the commercial time during the Super bowl. The Ad shows slaves sitting in front of a huge TV screen and being brainwashed. A woman with white shirt and red pants on, runs towards the TV screen chased by few policeman. She held a big hammer like tool on the hand and finally throws it onto the big screen. The Screen breaks down and the white light spreads out to the slaves as if they have been freed from the slavery. This cinematic effect of an advertisement impressed the viewers to image the Mac as differently than before. The history of Apple was basically a competition with the IBM. There are mass amount of PC users that Apple should survive through the little changes that they can make from the PCs. This Ad clearly shows that Apple tried to beat up the IMB industries and the result was successful enough to be survived. The AppleÕs new advertisement in 2002, called ÒswitchÓ focuses on attracting ordinary people those are not comfortable using the computer s and the Ad itself looks very realistic by presenting ordinary person with a casual look and expression, saying, ÒMy PC wasnÕt Plug-n-Play. It was Plug-n-Get-Mad.Ó It brings out the fact that Apple is simpler to use than PC. It is simpler message compare to the advertisement from 1984 but they both convey the irony of comparing Mac and PC to attract the PC users to switch to Mac. Maybe this Ad has more powerful message by calling it ÒswitchÓ as if Apple is telling the customers to change their computers. This new advertisement somehow didnÕt convince me even though I love Apple computer and their brilliant ideas in advertisement. I do recommend people to switch to Apple if it suits their purpose and location. This campaign just did not seem universal to convince people to switch to Apple from PC. The industry of technology is such a big business that this campaign might seem fairly weak to engage various peopleÕs mind especially if they are trying emphasize that Apple is better than PCs. I can give an example of South Korea. ItÕs a small country but the high percentage of the population is using computers. These days, internet is so popular in Korea that most of the cell phones with LAN speed is generalized; most of the population own the mobile phone as they own their wallet. So, many people are confident about using computer. There are PC rooms almost every block of the Seoul city. This AppleÕs advertisement is in Korea translated in Korean and most of the people laugh at the advertisement because about 99% of the computer users are using PC. The reasons that they prefer PC than Apple are: the first, PC is so much faster than Apple for internet users. Internet Explorer which is widely used by all the internet users, is created by Microsoft where has built the Window system from the first place. ThereÕs no question about why Internet Explorer works better in Window system. Not only the Internet Explorer, many other useful programs are made for PCs. The second, the software programs are limited for Mac OS in Korea as well as US. In order to use internet, it is not plug-n-play for Mac users, rather it is plug-n-get mad. The Apple users have to find a special ISP (Internet Service Provider), those make Mac OS compatible software and they have to wait extra days to receive the special Mac OS version software. It is true for all countries that the software programs are limited in Mac OS. The third reason is also related to the limitation of the software. Asians love to play games that many people go to the PC rooms to play games. I too, love play games that sometimes I wish that I can own a PC to play many other PC games. The last, PC is cheaper than Mac. This example of Korea shows only a small part of the world, but 99% of this small part is using PC. These problems exist in many countries and the computer users prefer PC than Mac. I have pointed out that ÒswitchÓ campaign is not an effective advertisement in terms of switching PC to Apple. Apple wanted to take advantage of the fact that apple has simple operating system to attract the ordinary people. In my point of view, internet is the simplest program which can be used by anyone. The simple programs are basically created for Window systems and they are more compatible with PCs which means they work faster with less problems in PC. Mac OS has the best system for the graphic ad multimedia purpose. The programs such as Adobe Photoshop, Adobe Illustrator, Quark Xpress, Macromedia Director, Macromedia Freehand, Macromedia Flash, Macromedia Dream weaverÉ etc. are the professional level of programs that are mostly used by Mac OS. Why do they ignore these incredible features? AppleÕs Advertisement in 2002 seems less effective to me because they are advertising their product based on what they are not specialized in. I do understand their purpose, trying to draw attention from PC users because Apple is such a small company compare to Microsoft that they should steal PC users as many as they can to keep their company to survive. ItÕs quite amazing that Apple still survives by less than 5% of Mac users in the world. Though I didnÕt think that ÒswitchÓ would be as strongly effective as the campaign of 1984. The ÒswitchÓ is bold and direct. It is a good advertisement but as a Mac lover, I critically point out that Apple could have done better than that to show AppleÕs remarkable features.