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Mac vs. PC PowerPoint Presentation

Mac vs. PC

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Mac vs. PC

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  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?