COMM 1 paper 2

COMM 1 paper 2 - Matthew Nishiguchi T.A. Cia Bates COMM 1...

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Matthew Nishiguchi T.A. Cia Bates COMM 1 Friday 1:00 December 4, 2007
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Televised advertisement in the media has over decades become a significant aspect of people’s lives. It has noticeably affected our aspirations and goals. Celebrity exposure, for example, allows mass audiences to model from their example in hopes of achieving happiness from fame, clothing, or cars. From examining an advertisement called “Get a Mac” (a.k.a. “Mac vs. PC”), we can observe its possible impact and some characteristics that allow it to achieve that impact. In our evaluation, we will first identify the target audience, then the advertisement’s attributes, and lastly the broader media effects. The first characteristic of the targeted audience of the advertisement is obviously computer usage. To a person who hardly uses a computer, if at all, this advertisement would not be effective. Nevertheless, it would be seen as much more effective to people who use a computer constantly in their daily lives. This point can also easily show that this advertisement is not being advertised to infants and younger children because of their lack of computer use or operating comprehension. In addition, by observing the more sophisticated language of the characters it can be seen that infants and younger children are not the target audience. From these factors, it can safely be assumed that adults, and perhaps older children, are the target audience of this advertisement. Another characteristic of the audience aside from computer usage and age is economic class/income level. It is generally believed that Macs are more expensive then PCs, and so the target audience can be classified as middle to upper class families or individuals. In support of this claim, PCs such as DELL computers focus completely on low- end quality for a less expensive price. So, while DELL computers (consistent with the example) are more appealing to people who do not have the resources to invest in a more expensive computer, potential Mac customers are those who possess a greater income. More subtle and less justifiable aims of the advertisement can be race and gender. This is based off the
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observation that all the characters of the advertisement were white males. There was absolutely no female or minority racial involvement. This may imply that they are targeting white males, or people attracted to them. However, these allegations are much less sound. The first issue I wish to consider is the materials of support of the advertised message. An alternative term for this message characteristic in the field of communications is the use/forms of evidence. This particular advertisement uses an analogy to support its argument. An analogy, according to Tubbs and Moss, is “a comparison between two things or situations on the basis of their partial similarities” (445). Instead of possibly showing the audience two computers (a PC and a Mac), the advertisement uses two characters to represent the operating systems. A man resembling a secret service agent shadows over the “PC man” and is
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This essay was uploaded on 04/07/2008 for the course COMM 1 taught by Professor Mullin during the Fall '07 term at UCSB.

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COMM 1 paper 2 - Matthew Nishiguchi T.A. Cia Bates COMM 1...

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