Mac vs PC

I think this commercial ad is using more a "soft sell" approach. There is no direct claims that Mac is much better and that consumers should choose it over the PC. However, the impression after seeing the ad is that PC is worse than Mac. I would say that "hard sell" approach of this ad is the dialogue between "PC" and "Vista", which shows how Vista has problems with security. The "soft sell" approach is the usage celebrity as spokeperson for Mac. Advertisers want to show us that Mac is young, successful, popular,friendly and more trendy than Vista. Avertisers try audience to identify with more relaxed and cool Mac. The Mac person wears a blue T-shirt and jeans, whereas Vista and PC are tight in the suits that make them look way too serious and not friendly. Vista and PC talk too fast and their voices are annoying. In other words, advertisers did a good job presenting PC in a bad light and give audience reasons to choose Mac, which is much cooler.

Advertisers want consumers to perceive their brand as cool, young, creative, succesful, popular, and with good security system.