Paper Topic:
Media Semiotics
Media Semiotics Analysis of Apple Mac Advertising Campaign I Brief of the Subject Text Apple Mac is convincing people to Get a Mac . Apple Computer has seized the opportunity to promote Macintosh computers with the first national ad campaign for Macs in more than a year . The ad highlights the problems with the Windows operating system and emphasize Apple 's user-friendly reputation The campaign also come at the best time for Mac after two years of focusing promotion on iPod .Apple seems to be rediscovering the potential of Mac to increase
its market share . The campaign is quite different in tone from what Apple has been doing " said Michael Gartenberg research director of Jupiter Research "They 're humorous but don 't come across as particularly arrogant or elitist . They seem to be doing what they are supposed to : generate buzz about Macs
II Aims and Objectives
This research aims to produce a detailed and strong semiotics of the Get a Mac ' ad campaign . This will focus on answering the questions usually used in semiotic analysis by an experienced practitioner as a model for the analysis
III Theories Analysis
Chandler in his website said that semiotics involves the study not only of what we refer to as 'signs ' in everyday speech , but of anything which 'stands for ' something else . In here , signs take the form of words images , sounds , gestures and objects . According to Saussure 'semiology was 'a science which studies the role of signs as part of social life for the philosopher Charles Peirce 'semiotic ' was the 'formal doctrine of signs ' which was closely related to logic HYPERLINK "http /www .aber .ac .uk /media /Documents /S4B /sem13 .html " \l "Peirce_1931-58 (Peirce 1931-58 , 2 .227 . It is engaged in a search for 'deep structures ' underlying the 'surface features ' of phenomena However , contemporary social semiotics has moved beyond the structural analysis concern , it focused more in seeking to explore the use of signs in specific social situations . It stresses towards the role of ideology For Barthes the aim of semiology is to take in any system of signs whatever their substance and limits images , gestures , musical sounds objects , and the complex associations of all of these , which form the content of ritual , convention or public entertainment : these constitute if not languages , at least systems of signification ' HYPERLINK "http /www .aber .ac .uk /media /Documents /S4B /sem13 .html " \l "Barthes_1967 (Barthes 1967 , 9
Ideology
Your toaster doesn 't crash . Your kitchen sink doesn 't crash . Why should your computer ? Think of the countless hours you would save if your PC worked on your time - not the other way around . Then think about a Mac ' This is the main ideology the whole campaign ad is all about . Mac would like to make the market realize that a computer has to be treated and has to be scrutinized just like the other appliance in the household . From the beginning of computers , people have been so amazed by it that despite the...
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