Behind the Mac: Semiotic analysis

In this ad, it is clear that they are trying to adhere to people's sense of greatness. What better way to do that than using an engaging tune and touch on every famous person they know who exudes greatness both in reality and in fiction. By using black-and-white still photography, the ad communicates both age-old sophistication and nostalgia for the pre-digital tangibility of analog, although quite contradicting for a company also associated with emergent tech. The use of celebrities both traditional and new age is appealing to all age groups and pop culture fans. All the while, we are shown “normal” people behind macs as well, while the ad narrator gives statements of strength and perseverance. This ad gives many reasons that one can be great, and while these qualities are not necessarily physically seen, it is implied that all people who sit behind a mac possess them. Mac computers do not give people greatness.  From a logical standpoint, all people who are seen as great, are not seen this way because they use Mac computers. This ad takes advantage of the human affinity for greatness.