SMELL

Apple Inc. emerged out of a demand by people fed up with error-prone PC operating systems. Since then, the two brands of computers have fought over customers, leading Apple to brainstorm a rather creative idea for advertising. Apple first introduced the “Get a Mac” ads in 2006 starring John Hodgman and Justin Long. Although the company has more than 50 ads, all share the same format: the two actors introduce themselves (Mac in casual clothes and PC in a more formal suit) in front of a white screen, with the same simple jingle playing for the 30 second duration. The two are often compared so as to highlight Mac’s attributes and PC’s flaws, in order to attempt to convince the viewer to “get a Mac”.  In  “Out of the Box,” the ad explores how Macs come ready to use, whereas PCs take a long time to set up and get working.

The sender of not only “Out of the Box,” but all Mac ads is obviously Apple Incorporated, a rapidly-growing, multibillion dollar company, who’s recent success is due largely to its ever popular iPhone, iPod, iTunes, and Macintosh computers. From the beginning, it is apparent that this ad is Mac-pro, as the Mac is portrayed as laid-back, personable, and fun-loving through his casual dress, excited manner, and positive attitude. PC appears formal, standoffish, and primarily work oriented in his suit and tie. As if the sender wasn’t clear enough, what with all the PC-bashing throughout, the ad ends simply with the Apple logo on a Mac computer.

The message of all “Get a Mac” ads is just that- buy a Mac and see how much easier your life will be. “Out of the Box” in particular capitalizes on the frustration involved in setting up a new computer, compared to the simplicity of starting out with a Mac. Justin Long, the Mac, jumps right out of his nice white box ready to start making a movie, photo album, blog or mix CD, in stark contrast to PC, whose parts aren’t even all included in one box. The ad campaign centers around showing how effortless Macs are for everyone to use in order to appeal to viewers.

“Out of the Box” makes use of juxtaposing emotions - Mac, excited, PC, dejected. PC’s list of start-up requirements, “download those new drivers, erase the trial software that came on my hard drive, then I’ve got a lot of manuals to read,” reminds viewers of just how difficult it is to set up a new PC computer. Mac then shows how easy it is to start work on a new MacBook, as one can literally open the box, take out the computer, turn it on, and get to work right away. The ad appeals to older people, who often have difficulty with the complex connections involved in putting together their new computer, and also to younger people, who are eager to start their new creative projects right away. Apple also conveys that, because they are straight-forward, Mac computers work for everyone, in order to convince viewers of all ages to purchase their product.

In the ad, the primary tool used to convey the message is dialogue between the two characters. PC states he has “a lot to do” whereas Mac is “ready to get started,” The language used by the PC first appears hyperbolic, until the viewer stops and thinks about a time when he or she has tried to start up a new computer, and gone through all the steps PC describes. Mac says he might “make a home movie, or maybe create a website, or try out my built in camera.” All of these express how easy it is to start up a Mac computer. As soon as the Mac is out of the box, he is ready to get to work. Also, the writers throw in a few plugs for Mac’s cool features, such as iMovie and iSight (Mac’s built in camera) neither of which are available on a PC.  After PC describes the many start-up steps he must take, Mac says “sounds like you have a lot of stuff to do before you do any stuff.” This ironic statement mocks the complex set up of PC in contrast to Mac’s easy to use system. PC then unhappily admits that “the rest of me is in another box somewhere,” and he can’t even get started, but must wait for all his parts to arrive. He tells Mac that he will catch up with him later, a promise made often by PC computers, to raise their computers to Apple standards. However, Apple continues to surpass PC companies in just about every area of computers.

The clear-cut logic of this commercial promotes the overall message. Why sit around and wait to start working on your PC when you can buy a Mac and start using it the same day? PCs are old, out-dated, behind the times (made obvious through the portrayal of an older actor) whereas Macs are new, hip, and user-friendly (portrayed by popular young, actor Justin Long.) Every aspect of the commercial, from the music, to the background, to the dialogue works to convey the simplicity and effectiveness of Apple computers, while emphasizing PCs flaws and convolutedness. 

Apple’s “Get a Mac” campaign has had widespread success since its conception as more and more people are switching over to their popular Mac computers. PC companies have suffered losses in profit and sales, compared to Apple who, in this failing economy, still continues to post profits. Their “Out of the Box” ad appeals to viewers who have suffered through complex set-ups for their new computers and offers an easier, superior alternative. Apple’s prosperity results from recognizing a demand of consumers, and offering a product that meets such demands.