The Computer Ad Women Really Want
Note to Apple for 2007: Lose the “I’m a MAC. And I’m a PC.” commercials a 2007. They are offensive.
And they don’t make me want to buy a Macintosh…but then again, I am not your target market.
Apple only wants to sell MACs to young white slacker dudes.
Apparently, Apple can afford to alienate women, minorities, and older people with this insulting ad campaign. Worse, the Apple ads suggest that copping a superior attitude is a successful approach for young white men to take. That’s not only age-ist. It’s also incredibly irresponsible.
Further, the ad where two men competitively “create” women with their computers is overtly offensive and sexist. In this ad, one man “successfully” creates a sexually-suggestive super-model fantasy; the other “fails” by creating a homely transvestite.
The message I received? By promoting sexist attitudes, Apple is not positioning itself as a responsible platform upon which to build a growing business.
And when it comes to age, the Times Colonist reported that a recent survey suggested that almost half of all people who buy MACs are 55+. Perhaps this demographic lets their unemployed 20-something sons use their computers: I don’t know.
But I do know this:
I make recommendations to organizations about computer purchases. So I have to caution them against MACs. I’m uncomfortable with the sexist, racist, and age-ist overtones in their ad campaigns.
So Apple, please. Lose the campaign. And lose the attitude.
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Comments
Yes, indeed. Keynote is dandy slideware.
But it’s never the software or hardware that makes for a great (or poor) presentation.
It’s always the person.
This is how I put it (translated from Swedish): ”You, your expertise and your experience are much more interesting than your visual aids.”
[…] (And yes, designer boy uses a MAC, which might explain his superior ‘tude. Especially when he has so little to feel superior about…) […]
[…] When you consider the typical Apple market, it’s no surprise that the iPhone looks more like a tiny, action-packed video game than a serious communication tool. So who would want to buy these little phallic pukers? […]
[…] Apple culture is helping to foster an era of “ethical” stealing. Apple makes products that are easy to steal. And iPods and iPhones make music and images easy to steal, too. Those raised in the Apple culture are encouraged to cultivate a bad-boy image. […]
My god. Grow up. It’s a commercial. It’s not real
life and it’s not intended to be serious. Sex sells.
Both to men and to women. You’re probably the type that
believes that violent tv and video games encourage
people to become more violent, am I right? You sound
like a bitter middle aged woman who is pissed that
she’s not as attractive as she’d like to be and because
of that is taking out her own self-esteem issues on
everything in sight. Tough. Grow up, this is the way the
world works hun, money makes the world go ’round
and sex sells, for better or worse, these are the facts.
learn to accept them instead of wasting your time
posting things like this.
And furthermore, how in the world can you justify
telling a company not to buy a certain computer
simply because you personally find their ad campaign
offensive? Does that mean that their computers are
not as good? In addition to growing up, maybe you
should also grow a brain.
Jason:
Your well-reasoned, thoughtful commentary has completely changed my outlook.
You’re so right! I am middle-aged, and so terribly angry that I’m physically hideous.
From this day on, rest assured. I will change my ways.
I never realized that sex sells. Come to think of it, you’re right! Never noticed that! I’m not so sure anyone else has, either! With your skillful wordsmithing, you may wish to considering a career as author.
I sit meek and humbled by your insights. I’m sure countless others will be startled and enlightened by your revelations.
That you took valuable seconds to enlighten me for my wasteful and ignorant post speaks volumes about your willingness to better the condition of women everywhere.
Gratefully,
Laura
Have to agree on *some* of the ads — especially the one you are describing in closer detail.
However, when it comes to presentation issues I wonder if you have tried Apple Keynote? I find it far, far superior to PowerPoint 2004.
It will be really interesting to start trying out PowerPoint 2007 …