TELEVISION COMMERCIAL ANALYSIS (Film & Television) Essay

TELEVISION COMMERCIAL ANALYSIS (Film & Television) - Essay Example Because advertisers are trying to gain the attention of their target consumer group, they work hard to depict the ideals of the society. If young and slim is attractive, they will work that into their presentation in as many ways as they can. If macho and hard is the current fashion, this, too, will be reflected in the way a product is marketed. At the same time, by changing the way they combine different types of visual clues, these same media outlets can help to redefine a culture, to make it more tolerant of ecological issues, for example, or to change the way a society views gender roles. A national advertisement for Apple computers demonstrates how commercials can even compare two comparable products while still sending a message that places particular emphasis on identity values. The commercial features two men standing in an empty white room. There are no other colors, no walls and no distractions from these two guys. One introduces himself as a Mac computer and the other introduces himself as a PC. The one claiming to be a PC is dancing, causing the Mac guy to notice his I-pod music player. This starts a conversation about how the I-pod works seamlessly with PC’s I-tunes and brings out some helpful suggestions from Mac regarding I-movie, I-photo and I-web, which all, apparently, come with Mac in a specialized package called I-life designed to make the Mac owner’s life more entertainment friendly, accessible and usable. This sets up the disparity between the two machines as PC starts listing the cool features that come in his package, including a calculator and a clock, delivered with as much pride and self-importance as he can muster. Mac provides PC with the opportunity to list more cool user-friendly features with the simple questions †Å"What have you got?† and â€Å"Anything else?† These questions are very carefully delivered in a friendly, conversational tone that eliminates