Mac Versus PCPresented by Gabriella Guo, Tony Ha,

Lizzy Le, Christy Pang, Geoffrey Tjen, Eve Torres

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)

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 this aura

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

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)

Introduction

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 Expenses increased by 11% which is $99 million compared to 2008.

(Erik Sherman, CBS Interactive Busines network)

Introduction - Mac

A survey of Mac and PC users among UTM

http://www.youtube.com/watch?v=j6QRz8inuAs

UTM Speaks Out

Mac Users

Provide users with other useful products Predict what people want Macs are superior to PC Brand name influences buyers

PC Users

Traditional and well-known Accustom to functions Cheap More functions

Questions

How were Macs able to predict the wants of their users?

Do you think that Macs can eventually replace PC? If so, why?

MacGet a Mac – Restarting

PCMicrosoft - I'm a PC - Stereotype Commercial #1

Commercials

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

Commercials

Interactive Video

Conclusion

Thank You