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The Mac vs. PC Debate: Aura, Branding, and User Perceptions

This presentation explores the enduring debate between Mac and PC users, highlighting the concepts of "aura" and brand value through the lens of W. Benjamin and Vincent Carducci. It discusses the effectiveness of marketing strategies employed by Macs, contrasting them with traditional PC approaches. Key insights include how lifestyle marketing emerged and how commercials shape consumer perceptions. We address questions about brand loyalty, user needs, and whether Macs could ultimately outpace PCs in popularity.

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The Mac vs. PC Debate: Aura, Branding, and User Perceptions

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  1. Mac Versus PC Presented by Gabriella Guo, Tony Ha, Lizzy Le, Christy Pang, Geoffrey Tjen, Eve Torres

  2. Introduction • W.Benjamin discusses the loss of “aura” through technical replication, yet suggests at the same time that art and style are inserted within the agent, while it’s been replicated. As a result, the replica is disguised in the glamour of this “pseudo aura.” (Benjamin, p. 220)

  3. Introduction • The most powerful is the film agent(Benjamin,p.221) • Aura in film context is captured though the manipulation of lighting, zooming in and out, panning and camera angles….(Benjamin,p. 228) • Vincent Carducci expands on thisaura

  4. Introduction • Aura is added value to the brand.(Carducci,39) • Aura breaks away from Ford’s assembly line model and forms its own “batch” of commodities. (Carducci, 40) • Utilizes Freud’s psycho analysis • Wants turns to needs

  5. Introduction • Lifestyle Marketing emerged in the 1970s(Carducci,41) • Designer logos now seen on the front(Carduccci,41) • “Synthesis of brand and aura is essential to todays economic world”(Carducci,41) • According to James Miller, people consume to express themselves.(Carducci,42)

  6. Introduction - Mac • Most effective in the use of commercials– Persuasive texts – Reach mass audiences – Huge amount of money is spent • In 2009, in a 3 month period in Selling General Administrative Expensesincreased by 11% which is $99 million compared to 2008. (Erik Sherman, CBS Interactive Busines network)

  7. UTM Speaks Out • A survey of Mac and PC users among UTM • http://www.youtube.com/watch?v=j6QRz8inuAs

  8. Mac Users • Provide users with other useful products • Predict what people want • Macs are superior to PC • Brand name influences buyers

  9. PC Users • Traditional and well-known • Accustom to functions • Cheap • More functions

  10. Questions • How were Macs able to predict the wants of their users? • Do you think that Macs can eventually replace PC? If so, why?

  11. Commercials • Mac Get a Mac – Restarting • PC Microsoft - I'm a PC - Stereotype Commercial #1

  12. Commercials

  13. Commercials • What if Mac changed? What if Justin Long was replaced? • How do you think that would change our perception? • http://www.youtube.com/watch?v=rFCV5DeMxeQ&feature=related

  14. Interactive Video

  15. Conclusion

  16. Thank You

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