While watching a few recent Apple ads tonight, I was struck by the amount of coded meaning present. I'd noticed some of the more obvious symbolism watching Sad Song in class, but hadn't really realized just how funny and striking some of the deeper stuff was. Right off the bat, at the beginning of Sad Song, there's some pretty funny visual imagery going on--PC guy seems to be representing a hardcore Republican (check out his cowboy hat, beige suit/burgundy tie combo, tinted glasses; not to mention the fact that he's "playing" a bluesy country tune), and Mac guy's putting out a very Democratic vibe (in comparison) with his preppy blue button-down, trendy skinny jeans, and hip long-ish hair.Aside from the more political symbolism, PC and Mac are both representing very different cultural stereotypes with their visual semiotic images. Let's start with PC guy. His ensemble, in combination with the five-o'clock shadow, receding hairline, and tendency to ignore Mac guy's (very polite) protests, put out very strong middle-management/corporate signs. These are not pleasant connotations for the typical Mac user, and viewers of Sad Song will definitely learn to associate PCs with this uncool corporate image, and everything that goes along with it.
Mac guy, on the other hand, puts out a cooler and more casual image: the above-mentioned outfit, the fact that he's at least a decade younger than PC guy, and the fact that he's got his hands casually in his pockets at the start of every Mac ad all connote a decidedly friendly, smart, and trendy personality. And the attitude Mac guy has when chatting with PC guy is a huge part of these ads: slightly condescending but always politely friendly, Mac guy takes on the oft-wanted personality of a huge number of Gen Y/Gen Next-ers. All of this combined gives Mac (the brand, not the guy) a number of coded messages that subliminally affect the viewer's perception of both Macs and PCs.
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