PC.
Get a Mac ads. We've seen them on television. Over and over again.
But, have you ever tried to take one apart...semiotic-ly?
Me neither. But, I guess there is a first time for everything. Lets take a look at 'Sad Song Long.'
Set behind a white background (a pun on Apple's uncluttered simplicity) we are introduced to two individuals: Mac guy (Justin Long) and PC guy (John Hodgman). Both personify the computers they represent and bear a slight resemblance to their founders. PC is so Bill Gates (its the glasses) and Mac is a youthful Steve Jobs.
At first glance Mac guys seems to be a friendly, fresh, attractive, practical, confident, young metrosexual who sports a stubble, dresses casual and has his hands in his pockets. PC guy on the other hand looks like old, bland-looking, idealistic, stern, uptight, insecure, pudgy shroom in traditional, formal clothes (suit after suit).
The central message:
PCs are unstable, hard to use, vulnerable to viruses and speak to an old[er] audience.
Macs are stable, easy, safe and speak to next gen-ers.
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