In the advert Levi Straus’s Binary opposites are used a lot, P.C is shown as a boring, middle ages looking man as opposed to mac which is shown as a young and fresh looking man, these two men are metaphors of the computers they are advertising. Connotations of the p.c having glasses combed over hair and looking a bit older than the mac makes p.c seem week and lack the newer and better looking qualities of the mac.
The symbolic code is showing the mac is better as it’s the positive of the two binary opposites. When we are shown the woman and the man in drag, it is a semantic code because although the man in drag is dressed identical to the woman he is nowhere near as similar underneath meaning that the computers may look similar on the outside but the mac is internally better. There is an enigma code after we have seen what macs ‘home movie’ looks like we are unsure when or what we will see when we see p.cs ‘home movie’. The cultural code makes the popular opinion obvious that wearing glasses and what looks like a tacky suit shows he is quite geeky and people would not be interested in this stereotype.
The symbolic code is showing the mac is better as it’s the positive of the two binary opposites. When we are shown the woman and the man in drag, it is a semantic code because although the man in drag is dressed identical to the woman he is nowhere near as similar underneath meaning that the computers may look similar on the outside but the mac is internally better. There is an enigma code after we have seen what macs ‘home movie’ looks like we are unsure when or what we will see when we see p.cs ‘home movie’. The cultural code makes the popular opinion obvious that wearing glasses and what looks like a tacky suit shows he is quite geeky and people would not be interested in this stereotype.
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