On August 22, I sat in front of my television much like many other days. A commercial break started and I prepared myself to take in the usual spectrum of annoying Doritos and Surge advertisements. I was completely unprepared for what I saw next. As the camera panned down over a translucent aqua box, a simple melody was being played. For the first time in my life a computer had inspired me. The commercial was, in effect, an informal introduction to Apple Computer's new iMac. I had seen numerous other computer ads stressing the complexity and power of their machines; however, those ads never moved me enough to buy their computer. The New York Times identifies the iMac as the most revolutionary computer released since the original Macintosh (NYT WEB). Apple hopes to reach a new generation of computer users with their new iMac. As a result it is necessary to pay careful attention to their ad campaigns. To adequately consider Apple's ad campaigns it is essential to define what their campaign is, analyze their campaign, and evaluate the success of their campaign.

Television advertisements, in recent years, have become so colorful and busy, that many viewers suffer

The Implications of this evaluation are astounding. First, it becomes apparent that you must use all three scripts to reach your consumer base. A unifying theme among the scripts is helps evoke a response from the receiver, as shown by the iMac's sales. The grand conclusion to be drawn from this analysis is that when the scripts are used in tandem around a theme, you can resonate a response with your audience. However, it is necessary to research the preconceptions that the average person has about a product before developing a theme.

The Verbal script used by Apple is a simple message that pokes fun at the complexities of other computers, "The PC, Profusely corded, perpetually complicated . . ." (Apple Ad). Several of their commercials use complicated words to describe the intricacies of PC's, while using simple words to contrast the iMac. In their "2 Roads" ad, Apple describes two roads to getting on the Internet. The ad categorizes the PC as complicated and says that the iMac is easier. The phrasing and emphasis used in the verbal script is also carefully chosen. In the iMac's "3 Steps" commercial, the announcer describe the steps necessary to get onto the Internet. He finished by saying, "There is no third step, there's no third step" (Apple Ad). The messages put forth by Apple in their verbal script are those of simplicity. They carefully chose words to reinforce the idea that the iMac is the simplest computer yet. However, the true power of their ad lies in the remaining two scripts.

The Auditory script chosen by Apple is an interesting one. It might be overlooked by many, yet the resonance model tells us to consider it. Throughout the iMac commercials, we hear a simple melodic tune that is played by only one clarinet. The plays when the iMac is being shown. The impact of this is that because the sound is simple, we associate the iMac with simplicity. In the "Traffic" commercial, sounds from a busy freeway are played when a PC is shown on the screen. This choice tries to associate a common bad experience (traffic jam) with the PC. When the commercial transitions to the iMac, sounds from nature are played. The natural sounds create a sense of peace and tranquility for the iMac. These sounds may sound insignificant at first, but in the entire context of the ads, it helps to further the notion that the iMac is a simple computer.

from sensory overload. The iMac commercials stand in extreme contrast to these trendy blurbs. The iMac ad campaign consists of a series of seven television commercials. These commercials advance Apple Computers newest generation of personal computers: the iMac. The iMac is a personal computer that is an AIO unit (All In One) and is housed in a translucent white and green case. Apple has attempted to make a simple, cheap, powerful, and easily connectable computer for people of all ages. The idea began about two years ago when Apple acquired Next Computers and restored Steve Jobs to Interim CEO of the Apple. Jobs, who founded Apple and created the modern computer, was the visionary who conceived the idea of a computer that was as attractive and simple as it was powerful. He set a team of designers to work on putting Apple's exis

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Approximate Word count = 2172
Approximate Pages = 9 (250 words per page double spaced)