Mac-ni yuklab oling - Get a Mac

Ushbu maqolada bir nechta muammolar mavjud. Iltimos yordam bering uni yaxshilang yoki ushbu masalalarni muhokama qiling munozara sahifasi. (Ushbu shablon xabarlarini qanday va qachon olib tashlashni bilib oling) Bu maqola uchun qo'shimcha iqtiboslar kerak tekshirish. Iltimos yordam bering ushbu maqolani yaxshilang tomonidan ishonchli manbalarga iqtiboslarni qo'shish. Ma'lumot manbasi bo'lmagan material shubha ostiga olinishi va olib tashlanishi mumkin. Manbalarni toping: "Mac-ni oling"  – Yangiliklar  · gazetalar  · kitoblar  · olim  · JSTOR (2016 yil fevral) (Ushbu shablon xabarini qanday va qachon olib tashlashni bilib oling) Ushbu maqola ohang yoki uslub aks ettirmasligi mumkin entsiklopedik ohang Vikipediyada ishlatilgan. Vikipediyani ko'ring yaxshiroq maqolalar yozish uchun qo'llanma takliflar uchun. (2016 yil fevral) (Ushbu shablon xabarini qanday va qachon olib tashlashni bilib oling) (Ushbu shablon xabarini qanday va qachon olib tashlashni bilib oling)

Jon Xodman kompyuter sifatida va Justin Long Mac sifatida

"Mac-ni yuklab oling"kampaniya bu televizor reklama kampaniyasi uchun yaratilgan Apple Inc. (Aksiya boshida Apple Computer, Inc.) tomonidan TBWAMedia san'at laboratoriyasi, 2006 yildan 2009 yilgacha faoliyat yuritgan kompaniyaning reklama agentligi.^[1][2] Reklama AQSh, Kanada, Avstraliya, Yangi Zelandiya, Buyuk Britaniya, Yaponiya va Germaniyada namoyish etildi.

Sinopsis

Mac-dagi reklamalar standart shablonga muvofiq amalga oshiriladi. Ular minimalist oq rangga ega fonga ochiladi va oddiy kiyimda kiyingan odam o'zini an deb tanishtiradi olma Macintosh kompyuter ("Salom, men Macman".), shu bilan birga rasmiy va kostyum-galstuk kombinatsiyasidagi erkak o'zini Microsoft Windows shaxsiy kompyuter ("Va men a Kompyuter.").

Keyin ikkalasi qisqacha harakat qilishadi vinyetka, bu erda Mac va kompyuterning imkoniyatlari va atributlari taqqoslanadi, kompyuter rasmiy va bir oz muloyim, xarakterli bo'lsa-da, qiziqishsiz va ish bilan haddan tashqari tashvishli, xarakterlidir - ko'pincha bo'sh Mac qobiliyatlaridan ko'ngli qoladi. Aksiyadagi avvalgi reklama roliklarida ikkita kompyuterni umumiy taqqoslash ko'zda tutilgan edi, keyingilari esa asosan Windows Vista va Windows 7.

Ushbu tijorat filmlar seriyasining maqsadi kompyuter foydalanuvchilari (ya'ni Windows foydalanuvchilari) bilan "ommabop bo'lmaganlarni" bog'lashdir nerd " klişe, Apple Mac foydalanuvchilarini yosh, ijodiy, jozibali va omadli sifatida namoyish etish bilan birga.

Amerikaning asl reklamalari yulduz aktyor Justin Long Mac sifatida va muallif va hazilkash Jon Xodman kompyuter sifatida va boshqargan Fil Morrison. Amerika reklamalari Kanada, Avstraliya va Yangi Zelandiya televizion kanallarida ham namoyish etiladi,^{[iqtibos kerak ]} va kamida 24 tasi ispan, frantsuz, nemis va italyan tillariga dublyaj qilingan. Britaniyaning aksiyasida kulgili duet yulduzlari bor Robert Uebb Mac sifatida va Devid Mitchell Yaponiya kampaniyasida kulgili duet mavjud bo'lsa, kompyuter sifatida Rahmens. Bir nechta ingliz va yapon reklamalari, asl nusxalariga asoslangan bo'lsa-da, yangi auditoriyani yaxshiroq yo'naltirish uchun biroz o'zgartirildi. Britaniya va Yaponiya kampaniyalarida, shuningdek, Amerika kampaniyasida ko'rilmagan bir nechta original reklama mavjud.^{[iqtibos kerak ]}

Mac-ni oling kampaniyasi - bu voris Reklamalarni almashtirish Ikki kampaniya ham oddiy oq fonda suratga olingan. Apple sobiq Bosh ijrochi direktor, Stiv Jobs, aksiyani aksiya boshlanishidan bir hafta oldin aktsiyadorlar yig'ilishi paytida tanishtirdi. Aksiya, shuningdek, Apple-ning chakana savdo do'konlarida Mac-larga o'tish sabablari batafsil bayon qilingan yozuvlar va xodimlarning kiyimlari o'zgarganiga to'g'ri keldi.

Mac-ni oling aksiyasi Buyukni oldi Effie mukofoti 2007 yilda.^[3] Reklamadagi qo'shiq, bastakor bo'lgan "Have a Trouble Sneezing" deb nomlangan Mark Mothersbaugh.

2020 yil 10-noyabrda Jon Xodman qaytib keldi va Apple-ning "One More Thing" tadbirining oxirida shaxsiy kompyuterni tasvirladi; tadbirda avvalroq Macintosh tarkibiga kiritilgan yangilanishlarni tanqid qilib.^[4]

Reklama

Reklamalar Mac-ga tegishli bo'lmagan kompyuterlarning zaif tomonlarida ko'rinadi shaxsiy kompyuterlar, ayniqsa, ishlaydiganlar Microsoft Windows Kompyuterning parodiya bo'lishi aniq mo'ljallangan va Mac OS-ga tegishli kuchli tomonlar (masalan, aylanma viruslarga qarshi immunitet va josuslarga qarshi dastur Microsoft Windows-ga yo'naltirilgan). Ushbu reklamalarning maqsadli auditoriyasi nafaqat shaxsiy kompyuter foydalanuvchilari, balki Apple tomon "burilish" ehtimoli yuqori bo'lganlardir. Apple shuni tushunadiki, shaxsiy kompyuterlarni tanlaydigan ko'plab iste'molchilar Apple brendini bilmasliklari sababli shunday qilishadi. Ushbu kampaniya bilan Apple sotib olayotganda Mac-larni ko'rib chiqmasligi mumkin bo'lgan, ammo ushbu reklamalarni ko'rganlarida ishontirishi mumkin bo'lgan foydalanuvchilarga qaratilgan edi.^[5] Reklamalarning har birining uzunligi taxminan 30 soniyani tashkil qiladi va unga qo'shilgan "Happening Trouble hapşırma" deb nomlangan qo'shiq qo'shiladi. Mark Mothersbaugh. Reklama quyida xronologik tartibda emas, alifbo tartibida keltirilgan.

Shimoliy Amerika kampaniyasi

Quyida Amerika Qo'shma Shtatlari, Kanadada ko'rsatilgan kampaniyada paydo bo'lgan reklamalarning alfavit ro'yxati keltirilgan.^[6] Avstraliya va Yangi Zelandiya.

• Baxtsiz hodisa- Nogironlar aravachasiga bog'langan, qo'llarida gips bo'lgan kompyuter, kimdir uning elektr simini qoqib qo'yganida, u ish stolidan yiqilib tushganini tushuntiradi va shu sababli Macni MacBook va MacBook Pro "s magnit quvvat simini bunday hodisaning oldini oladi. Oxirida tasvirlangan Macbook shnurining zararsiz uzilishini namoyish etadi.
• Anxel / Iblis- Mac kompyuterga an beradi iPhoto ko'rish uchun kitob. Birdan uning orqasida farishta va shaytoniy kompyuter versiyalari paydo bo'ladi. Farishta kompyuterni Macni maqtashga undaydi, shayton esa kompyuterni kitobni yo'q qilishga undaydi. Oxir-oqibat, kompyuter bu kitob yaxshi, deb aytadi va keyin farishta va shaytonning versiyalari bo'lgan havoni sezib, aylanadi.
• Pishiriq sotish—Mac kompyuterda o'zi o'rnatgan non sotish borasida savol berganida, kompyuter uni tuzatish uchun o'zi pul yig'moqchi ekanligi haqida javob beradi. Vista muammolari. Mac kekni sotib olish orqali o'z hissasini qo'shishga qaror qildi, ammo u tishlagan zahoti kompyuter undan buning uchun o'n million dollar to'lashni so'raydi.
• Fasol hisoblagichi—PC Vista-ning muammolari kompyuter foydalanuvchilarining ko'nglini ko'tarayotganini va keskin choralar ko'rish vaqti kelganini tan olib, o'z byudjetini muvozanatlashtirishga harakat qilmoqda: pullarning deyarli barchasini reklama uchun sarflash. Mac kompyuterdan agar u oz miqdordagi pul Vista-ni tuzatadi deb o'ylaysizmi deb so'rasa, kompyuter bularning barchasini reklama uchun qayta taqsimlaydi. Ushbu reklama Microsoft-ning taqdimotiga to'g'ri keldi "Men kompyuterman "aksiyasi.
• Yaxshisi- Mac kompyuterning qobiliyatini yuqori baholaydi elektron jadvallar lekin musiqa, rasmlar va filmlar kabi hayot bilan bog'liq faoliyat bilan o'zini yaxshiroq ekanligini tushuntiradi. Kompyuter himoyalangan holda Mac "yaxshiroq" degani nimani anglatishini so'raydi, faqat Mac unga aytganda jirkanchlik bilan boshqa ta'rifni talab qiladi.
• Yaxshi natijalar- PC va Mac uy filmlarini tayyorlashni muhokama qilishadi va bir-birlariga o'zlarining sa'y-harakatlarini namoyish etishadi. Supermodel Jizel Byundxen Mac filmi vakili, PC filmi esa sochlari tukli, sochlari parik kiygan va Byundxennikiga o'xshash libos kiygan odam tomonidan namoyish etiladi. Kompyuter uning filmi "tugallanmagan ish" ekanligini ta'kidlaydi.
• Biohazard kostyumi- Kompyuter virusi va zararli dasturlardan o'zini himoya qilish uchun birinchi navbatda biohazard kostyumini kiygan ko'rinadi, shundan kompyuter har kuni 20000 kashf etilishini aytadi. Mac kompyuterdan umrining oxirigacha bu kostyumda yashayapsizmi deb so'raydi, lekin kompyuter uni eshita olmaydi, chunki u virusga qarshi niqob bilan himoyalangan va uni echib tashlaydi. Keyin kompyuter qichqiradi va uni qayta joylashtirish uchun kurashadi.
• Bokschi—PC qo'ng'iroq eshittiruvchisi xuddi xuddi a-da bo'lganidek tanishtiriladi boks u jangsiz pastga tushmasligini aytib, gugurt. Mac bu masala raqobat emas, aksincha odamlar oddiyroq va intuitiv kompyuterga o'tishda ekanligini tushuntiradi. Diktor yaqinda qaynotasi Mac sotib olganini tan oladi va uni yaxshi ko'radi. Bu, shuningdek, Mac OS X Leopard-ni ko'rsatadigan birinchi reklama.
• Kashfiyot- Mac va PC terapevti (o'ynagan Corinne Bohrer, quyida keltirilgan "Maslahatchi" ga qarang) shaxsiy kompyuter muammolari shunchaki dasturiy ta'minot va turli xil manbalardan kelib chiqadigan natijalar, Mac esa barcha apparat va dasturiy ta'minotlarni bir joydan oladi. Shaxsiy kompyuter "Bu mening aybim emas!" xulosa qilishdan oldin Mac va terapevt ko'magida: "Bu Macda aybdor! Bu Macda!" Mac va terapevt kompyuterning xulosasidan hafsalasi pir bo'lgan, ammo shunga qaramay kompyuter "Qanday yutuq!"
• Buzilgan va'dalar- PC Mac-ga uning ishga tushirilishidan juda xursand bo'lganligini aytadi Windows 7 va uni Vista kabi muammolarga duch kelmasligiga ishontiradi. Biroq, Mac buni ilgari eshitgandek his qiladi va kompyuterning o'tmishdagi versiyalari bilan bir qator orqaga qaytishlariga ega Windows Vista, XP, ME, 98, 95 va 2.0. Oxirgi flesh-diskda kompyuter: "Menga ishoning". Hozirga kelib, u bu safar boshqacha bo'lishini tushuntirib, "orqaga qaytish" bilan hamkasbiga deyarli bir xil tarzda "Menga ishoning" deydi.
• Tinchlanadigan choylar—PC Vista-ning bezovtaliklarini yashashni engillashtirish uchun tinchlantiruvchi choy va hammom tuzlari haqida e'lon qiladi, masalan "Crashy-time romashka", "Missing Driver Mint", "Anor Sabr" va "Raspberry Restart". U hammomdagi tuzlar haqida gapirishga vaqt topolmaydi.
• Vista tanlang- Oltita versiyadan qaysi biri haqida bir fikrga keldilar Windows Vista olish uchun kompyuter katta aylantiradi o'yin ko'rsatish g'ildirak. Kompyuter Lose a Turn-ga tushadi va Mac nima uchun kompyuter bu bo'shliqni g'ildirakka qo'yganiga savol beradi.
• Kompyuter savati- PC va kostyum kiygan yana uch kishi kompyuter aravasida. Mac sababini so'raganda, kompyuter a bilan xatolik yuz berganini aytadi Windows Media Player Dinamik bog'lanish kutubxonasi fayl (WMP.DLL) va boshqalari shu kabi xatolarga duch kelishgan. Bej kostyumli odam 692 xatosini, kulrang kostyumli odam a ni anglatadi Sintaksis xatosi, va aravaning pastki qismidagi odam a ni anglatadi o'limga olib keladigan tizim xatosi (Reklama oxirida kompyuter "U goner" deb pichirladi). Mac Mac-lar sirli xato xabarlarini ololmasligini tushuntiradi.
• Maslahatchi- PC va Mac tashrif buyurishadi a psixoterapevt (o'ynagan Corinne Bohrer ) ularning farqlarini hal qilish. Mac kompyuterni maqtashni osonlashtirsa-da ("Siz raqamlar bilan sehrgarsiz va siz a kabi kiyinasiz janob. "), Shaxsiy kompyuterning noroziligi unga javob qaytarish uchun juda chuqurdir (" O'ylaymanki, siz butunlay voyaga etmagan va vaqtni behuda sarf qilsangiz ham, narsalar yaratishda yaxshiroqsiz. "). Maslahatchi ularni haftasiga ikki marta kelishini taklif qiladi.
• Mijozlarga xizmat-Mac a bilan ko'rinadi Mac Genius dan Apple chakana savdo do'koni "s Genius Bar, Mac muammolarini kim tuzatishi mumkin. Shunda kompyuterda mijozlarga yordam beradigan cheksiz avtomatlashtirilgan xabarlarning qisqa montaji mavjud bo'lib, u hech qachon haqiqiy odamga etib bormaydi, bu uning ko'nglini qoldiradi. Shunda kompyuter uning yordam manbasi Mac Genius bilan "bir xil" ekanligini aytadi.
• Yo'q qilish- Kompyuter Meganni topishga urinmoqda, u yangi noutbuk ovchisi, mukammal kompyuter. U juda kichik ekranli va juda sekin protsessorga ega bo'lganlarning hammasini shaxsiy kompyuterlar qatoridan chiqarib tashlashdan boshlaydi. Biroq, kompyuterlarning hech biri viruslarga qarshi "immunitetga ega" emas, bu Meganni tashvishga soladigan birinchi muammo, shuning uchun kompyuter uni Macda qoldiradi.
• Flashback—Mac kompyuterdan o'zi yaratgan veb-saytni va uy filmini ko'rishni xohlaysizmi, deb so'raydi. Bu kompyuterni u ham, Mac ham bolaligida bo'lgan vaqtni eslashga undaydi: kichikroq Mac kichik kompyuterdan o'zi qilgan biron bir badiiy asarni ko'rishni xohlaysizmi, deb so'raganda, kichik kompyuter kalkulyatorni chiqaradi va ular shunchaki sarf qilgan vaqtlarini hisoblab chiqadi ( Bu kompyuterlar matnga asoslangan vaqtga, Maclar sekinroq bo'lsa-da, ishlayotgan vaqtga ishora bo'lishi mumkin GUI-lar ). Flashback-dan qaytib, kompyuter ham xuddi shunday qiladi.
• Dahiy—Mac kompyuterni Apple Chakana savdo do'konidagi Genius Bar-dan Mac Geniuslardan biri bilan tanishtiradi. Kompyuter Geniusni matematik savollar bilan boshlanib, undan so'rab olish bilan yakunlanadi, u o'ndan o'ngacha bo'lgan shkala bo'yicha, u Macni qanchalik yomon ko'radi, unga "o'n bir" deb javob beradi. Ajablanib, kompyuter "U yaxshi. Juda yaxshi" deb aytmoqda.
• Sovg'alar almashinuvi—Mak va kompyuterlar Rojdestvo uchun sovg'alar almashadilar. A umidvor bo'lgan shaxsiy kompyuter C ++ GUI Dasturlash bo'yicha qo'llanma, avvalgi Mac-da ishlangan reklamalarning fotoalbomini olishdan hafsalasi pir bo'ldi iPhoto. Aksincha, u Mac-ga C ++ GUI dasturlash qo'llanmasini beradi.
• Yaxshi niyat- Mac va PC Rojdestvo mavsumi munosabati bilan o'zaro kelishmovchiliklarni bir chetga surib qo'yishga rozi. Garchi kompyuter bir zumda sirg'alib o'tsa va Mac o'z vaqtini uy filmlari va bloglar singari g'ayrioddiy mashg'ulotlar bilan sarflayotganini aytgan bo'lsa-da, ikkalasi ham Mac aytganidek, "uni quchoq bandargohiga tortinglar" deb rozi bo'lishdi va ular bir-birlariga yaxshi ta'til tilaydilar.
• Guruh- PC Vista bilan ishlaydigan kompyuterlarni qo'llab-quvvatlash guruhida. U erdagi boshqa kompyuterlar unga bir kunda bir marta olib borishni va u eng katta haqiqatga duch kelayotganini - Vista kerakli darajada ishlamayotganligini aytishadi. Ularning barchasi Vista muammolari tezroq yo'qolishini va juda osonroq bo'lishini xohlashadi. Ulardan biri xursandchilik bilan bir haftadan beri xatosiz yurganini aytadi, lekin u boshqalarning ko'nglini og'dirib, o'zini tuta olmay takrorlay boshlaydi.
• iLife- PC an iPod va maqtovlar iTunes. Mac javob beradi, qolganlari iLife xuddi shunday ishlaydi va har bir Mac-da ishlaydi. Shaxsiy kompyuter o'zi javob beradigan ajoyib dasturlarni ro'yxatlash orqali javob beradi, lekin u faqat kalkulyator va soatni aniqlay oladi.
• Men hamma narsani qila olaman- Dam olish mavsumiga mo'ljallangan ushbu animatsion reklama rolikida kompyuter Mac-dan nega birinchisi ta'tilni juda yaxshi ko'rishini so'raydi. Mac er yuzida tinchlik davri bormi deb so'raydi, ammo kompyuter ularga animatsiya berilishi va hamma narsani qila olishlarini aytadi. Shaxsiy kompyuter havoda suzib yurish, tezkor harakatlarda kardan odamni qurish va qaerga ketayotgan quyonni so'rash orqali namoyish etadi. Gapira oladigan quyon so'nggi daqiqalarda sovg'alar uchun Apple do'koniga borishini aytdi. Shunda kompyuter qasddan kardan odamning boshidan quyonga tushishini maslahat berib, o'zini bemalol deb atab, kinoyali tarzda undan kechirim so'raydi. Ushbu reklama uchun animatsiya uslubi Rankin / Bass bir qator klassik Rojdestvo taomlarida ko'rilgan animatsiya uslubi.
• Huquqiy nusxasi—Har doim kompyuter o'zi haqida ijobiy gaplarni aytganda, ekranning pastki qismida paydo bo'ladigan qonuniy nusxa ko'payadi. Va nihoyat, kompyuterlar endi 100% muammosiz ekanligini va qonuniy nusxasi butun ekranni qamrab olganligini ta'kidladi.
• Ish uchun vosita- Kompyuter haggardga o'xshab va stikerlar bilan qoplangan, uni ishlatadigan bolalar va ularning faoliyati, masalan, filmlar va blog yuritish, uni eskirgan. Shuningdek, u o'zini yig'layotganini aytadi uyqu rejimi har kuni kechqurun, Macdan farqli o'laroq, u ko'proq ish uchun mo'ljallanganligini shikoyat qildi. Keyinchalik, kompyuter haqida ogohlantiriladi, chunki uning foydalanuvchisi ba'zilarini tinglashni xohlaydi emo musiqasi va baland ovozda nola bilan, anni ko'rsatib, suzib ketdi Anarxiya orqa tomonidagi stiker.
• Noto'g'ri chop etish- PC telefondaKompyuter dunyosi, noto'g'ri nashr haqida xabar berishga urinish. U qanday qilib bosma nashrda shunday deganini tushuntiradi: «Eng tezkor Windows Vista daftar Biz bu yil Mac-ni sinab ko'rdik. "Kompyuter Mac-da Vista-ni kompyuterga nisbatan tezroq ishga tushirishning iloji yo'qligi haqida bahs yuritadi, Mac esa bu haqiqat ekanligini tushuntirishga harakat qiladi. PCWorld bilan telefon orqali bahslashganda, kompyuter aytadiki ishlarni to'g'rilash uchun Mac-ni chiziqqa qo'ying, ammo u kompyuterlarni tezroq ishlashini aytib, aksincha Mac-ga o'xshaydi.
• Tarmoq- Mac va PC o'zlarining qobiliyatlarini namoyish etish uchun qo'l ushlashmoqda tarmoq bir-birlari bilan. A Yapon yangisini anglatuvchi ayol Raqamli kamera kiradi va Macning bo'sh qo'lini ushlaydi. Mac va kameralar bir-biriga juda mos va bir-biri bilan bemalol gaplashsa-da, yapon tilida gapira olmaydigan kompyuterlar chalkashib ketgan va ular bilan aloqa o'rnatolmayapti, bu Windows kompyuterlari deyarli barcha yangi qurilmalar bilan drayver o'rnatilishini talab qiladi. Ushbu reklama reklama sifatida tanqid qilindi proyektor va aybni almashtirish, chunki Apple ochiq standartlardan ajratilgan mulkiy tizimga ega bo'lganligi bilan mashhur (masalan, qo'llab-quvvatlanmaydi) Bluetooth filesharing, WiFi Direct, NFC fayllarni uzatish; yo'q USB zaryadlovchi ulagichi iPhone, modulning etishmasligi (yo'q MicroSD - iPhone-larda kengaytirilgan xotira) va boshqalar).
• Endi nima- Kompyuter yangi, uzun kitobini namoyish qilishdan boshlanadi,Men kompyuter sotib olmoqchiman - endi nima? mijozlarga yordam berish uchun hech kim bo'lmasa, kompyuter sotib olish bo'yicha barcha qiyin qarorlarni hal qilishda yordam berish. Keyin Mac buni tushuntiradi Apple do'konlari, shaxsiy xaridorlar xaridorlarga mukammal Mac-ni topishda yordam beradi, hattoki odamlarga kompyuterlardan foydalanish to'g'risida ma'lumot beradigan ustaxonalar taklif qiladi. Buni eshitgandan so'ng, kompyuter o'zining kitobining sherigi hajmini chiqaradi,Men shunchaki kompyuter sotib oldim - endi nima?
• Ofisdagi stress- Mac yangi Microsoft Office 2008 yil ozod qilindi. Kompyuterning Mac-ga beradigan qutisida u ko'proq ishlarni bajarishdan charchaganida foydalanishi mumkin bo'lgan stress o'yinchoq. Biroq, kompyuter o'yinchoqdan foydalanishni boshlaydi, Microsoft Office ham Mac bilan mos keladi, u fayllarini almashtirmoqchi va Macga qaraganda kamroq ish olib bormoqda, natijada o'yinchoq sindirib tashlandi.
• Havodan tashqarida- Mac va PC Mac Genius-da paydo bo'ladi, u endi Mac-ga o'tishni har qachongidan ham osonroq ekanligini va Mac Genius kompyuter fayllarini yangi Mac-ga bepul almashtirishi mumkinligini e'lon qiladi. Keyinchalik, kompyuter odamlarni almashtirishga to'sqinlik qiladigan qo'rquvga qarshi norozilik bildirmoqda va odamlar Mac Genius haqida eshitishga hojat yo'q. Bunga norozilik sifatida u kameraning qopqog'ini tortib oladi, unda a test kartasi ustiga chizilgan va efirga chiqmaganligini e'lon qiladi.
• Qutidan tashqarida—Mac (oq qutida) va kompyuter (ba'zi mashqlarni bajaradigan jigarrang qutida), paketdan chiqarilganda nima qilishlarini muhokama qilishmoqda. Mac uni darhol boshlashi mumkinligini aytadi, ammo kompyuter foydali bo'lishidan oldin bajarishi kerak bo'lgan ko'plab harakatlar bilan ta'minlanadi. Mac oxir-oqibat ishlashga kirishish uchun jo'nab ketadi, ammo kompyuter boshqa qutilarda bo'lgan qismlarni kutishga majbur.
• Partiya tugadi- Kompyuter quvonch bilan ozod qilinganligini nishonlayotgan bazmni uyushtirmoqda Windows Vista. U Mac-ga o'zining apparatini yangilashga majbur bo'lganligi va hozirda ba'zi eski dasturiy ta'minot va qo'shimcha qurilmalardan foydalana olmayotganidan shikoyat qiladi. Keyin u partiyaning a'zolaridan biri bilan boshqa partiyani tashlash haqida suhbatlashadi besh yil, bu besh yil va bir kunga aylanadi va hokazo.
• Shaxsiy kompyuter suhbati- PC-da o'zining radio tok-shousi deb nomlangan Shaxsiy kompyuter suhbati, va odamlar qaysi kompyuterni olish haqida maslahat so'rab qo'ng'iroq qilishni boshlaydilar. Qo'ng'iroq qiluvchilarning barchasi kompyuter sifatida maslahat so'raydilar, ammo ular kompyuter sifatida emas, balki Mac-ga mos keladi. Qo'ng'iroq qiluvchilardan biri virusni yomon ko'radigan odamlar uchun kompyuter so'raydi, boshqasi Mac Geniuses singari kompyuter yordamini so'raydi, uchinchi qo'ng'iroq qiluvchi esa umuman Mac-ga o'tishni xohlaydi. Kompyuter bu qo'ng'iroqlarni e'tiborsiz qoldiradi.
• Kompyuter yangiliklari laboratoriyasi- Kompyuter yana bir kompyuterni o'rab oldi qabariq bilan o‘rash, Bubble Wrap aslida xavfsizlik qalqoni ekanligini aytdi. Mac gapirishga urinadi, lekin kompyuter uni to'xtatib qo'ydi, shekilli boshqa kompyuterni ko'rsatdi kubok egalari yelkasida. Stakan egalari ko'pikli kofe stakanlarga to'la, kompyuter esa to'liq kofe stakanini olib, stakanni tushdi qilayotgandek o'zini ko'rsatib: "Innovatsiyalarga salom".
• Kompyuter yangiliklari- Kompyuter yangiliklar stoliga o'tirgan va uni Windows 7-ning ochilish marosimida bo'lib o'tadigan muxbirga topshirgan. Suhbatdosh bir kishi uning Mac-ga o'tayotganini aniqladi. Shaxsiy kompyuter bundan ajablanib, nima uchun deb so'raydi, lekin ko'pchilik kompyuter qanday qilib Mac ovqatni kesishni aytmaguncha, mijozlar ehtiyojini qondirish bilan Mac-ning birinchi o'rni haqida gapiradi. Keyin u reklamaga borishni taklif qiladi, ammo Mac ularning reklama roliklarida ekanligini tan oladi, shuning uchun kompyuter buning o'rniga boshqa reklama roliklariga o'tishni taklif qiladi.
• Pep-ralli—PC cheerleading guruhi tomonidan taqdim etiladi. So'ralganda, kompyuter Mac-ning kollej talabalar shaharchasida o'rnatilgani bilan birinchi raqamli holatini tushuntiradi iSight kamera, a barqaror operatsion tizim va ishlash qobiliyati Microsoft Office juda yaxshi, shuning uchun u talabalarni pep mitingi bilan qaytarishni xohlaydi. Cheerleaders "Mac-ning birinchi raqamli raqami!" va kompyuterning shikoyati bilan ular: "Kompyuterning ikkinchi raqami!"
• Pizza qutisi—PC kollej o'quvchilarini pizza qutisining erkin qutisi deb tanishtirishga harakat qilmoqda. Ushbu reklama Apple-ning 2008 yil maktabga qaytish targ'iboti paytida namoyish etilgan.
• Natriy- Kompyuter siyosiy nomzod uslubida, shohsupada turib, bayonotlar berib turibdi Windows Vista mavjud qurilmalar bilan mosligi bilan bog'liq muammolarga duch kelganlarni ularni oddiygina almashtirishga va yangi xususiyatlarini e'tiborsiz qoldirishga undaydi Mac OS X Leopard. Biroq, u Mac-ga o'zini o'zi tushirganligini alohida tan oladi Windows XP uch hafta oldin. Uning asosiy shiori: "Vista siz uchun nima qilishi mumkinligi haqida emas; Vista uchun nima sotib olishingiz mumkin".
• PR-xonim- Mac va kompyuterga a qo'shiladi jamoat bilan aloqa vakili (o'ynagan Meri Kris Uoll ), Kompyuter tomonidan reaktsiyaga ijobiy ta'sir ko'rsatish uchun yollangan Windows Vista va ko'plab odamlar hatto ularning reytingini pasaytirmoqda, deb da'vo qilmoqda Windows XP. Ko'proq odamlar uning o'rniga Mac-ga o'tmoqda, degan da'volarga uning javobi beparvo "Izoh berilmaydi".
• Hakam- Kompyuter ma'lumotlariga ko'ra, Mac Leopard Vista'dan yaxshiroq va tezroq, deb aytmasligiga ishonch hosil qilish uchun hakam mavjud. Mac o'zini shunday deb aytib o'zini himoya qilganda The Wall Street Journal ikkalasini taqqoslaganda, kompyuter shikoyat qiladi va hakam tomonlari Mac bilan. Hakamni haqorat qilgandan so'ng, kompyuter chiqarib yuboriladi, ammo kompyuter boradigan joyi yo'qligini aytadi (reklama maydonida).
• Qayta ishga tushirilmoqda- Mac va PC ikkalasining qanday umumiy jihatlari borligini tushuntirib berishadi, ammo ularning munozaralariga kompyuterning muzlash va qayta boshlash kabi noxush odati xalaqit beradi.
• Sabotaj- PC mavjud, ammo boshqa aktyor (Robert Uebb Mac versiyasida kompyuterda xushomad qilish uchun yaxshi yodlanmagan satrlarni o'qiyotgan holda paydo bo'ladi. Haqiqiy Mac tez orada paydo bo'ladi va kompyuter hamma narsa yuz berayotganini inkor etar ekan, firibgar Mac haqiqiy Macga o'zining ashaddiy muxlisi ekanligini aytadi.
• Xafa qo'shiq- PC shaxsiy kompyuterlarini Mac va Vista-ning texnik muammolariga qoldirayotgan odamlar ustidan shikoyatlarini ifoda etish uchun mamlakat va g'arb uslubidagi qisqa qo'shiqni ijro etadi. Keyin it-it uvillaydi, bu Macning so'zlariga ko'ra "yaxshi teginish". Keyinchalik uzunroq versiya Mac kompyuterdan itning o'zi emasligini so'rashi bilan tugaydi.
• Savdo balandligi- Garchi Mac o'zini odatdagidek tanishtirsa ham, kompyuter: "Va sotib olish Kompyuter. "U Mac-ning tobora ommalashib borayotganligi uni o'zini reklama qilishda oldinga intilishga majbur qilishini tushuntirmoqda, shuning uchun u turli xil maydonlarni aks ettiruvchi qizil belgilarni ushlab turishga mahkum.
• qor bobo, Santa Klaus- Boshqa bir animatsion film Mac-da reklama qiling qor bobo, Santa Klaus va Rojdestvo bayrami ham kompyuter, ham Mac tomonidan. Kompyuter guruhning "" qo'shig'ini buzmoqdaSanta Klaus shaharga keladi "" Bu bayram kunida yoki boshqa biron bir vaqtda yaxshilik uchun Mac emas, balki kompyuter sotib oling "qo'shib," Men buni shunday o'rgandim "deb da'vo qilmoqda. Animatsiya uslubi o'xshash Rankin / Bass televizion maxsus mahsulotlar Rudolph Qizil burun kiyik vaSanta Klaus shaharga keladi.
• Xavfsizlik- ga havolada Windows Vista-ning tanqidlari "s xavfsizlik xususiyatlari, Kompyuterga baland bo'yli qo'shilgan Amerika Qo'shma Shtatlari maxfiy xizmati - uslub qo'riqchi Vista-ning yangi xavfsizlik xususiyatini namoyish etuvchi. Qo'riqchi shaxsiy kompyuterning Mac bilan bo'lgan har qanday kiruvchi yoki chiquvchi o'zaro ta'sirini bekor qilish yoki ruxsat berish to'g'risidagi qarorlarini intruziv ravishda talab qilmoqda.
• O'ziga achinish—Mak, bir marta, kostyum kiyib olgan. U "ish bilan ham shug'ullanadi" deb tushuntiradi va yugurib yurgan Microsoft Office yillar davomida. Buni eshitgandan so'ng, kompyuter umidsizlanib, erga qulab, yolg'iz qolishni iltimos qiladi amortizatsiya.
• To'ldirilgan- PC asta-sekin pufakchali tanasi bilan kirib, barcha sinov dasturlari uni sekinlashtirayotganini tushuntiradi. Mac javob beradiki, Maclar faqat mijozlar so'raydigan maxsus dasturiy ta'minot bilan ta'minlanadi (ya'ni, iLife to'plami). Kompyuter nihoyat o'z belgisiga ko'tarilgach, Mac yana tanishishni boshlaydi, ammo kompyuter u nimanidir unutganligini tushunib, asta-sekin ketishni boshlaydi.
• Yig'iqlar- Kompyuter do'stining fotosuratini topishga harakat qilib, uning barcha rasmlarini qidirmoqda. U bir vaqtning o'zida bitta rasmni qidiradi, ammo Macning ta'kidlashicha iPhoto-da "Yuzlar" deb nomlangan xususiyat mavjud bo'lib, unda iPhoto odamning yuzini belgilashi va o'sha odamning boshqa rasmlarini topishi, ularning hammasini bitta papkaga joylashtirishi va qidirish vaqtini tejashi mumkin. Shaxsiy kompyuter yuzni tanib olish texnologiyasiga juda qimmat deb javob beradi va Mac-ga rasmlarni saralashni buyuradi, chunki u osonlashtiradigan texnologiyaga ega.
• Jarrohlik- Kompyuter operatsiyani kutayotgan bemorning kiyimida paydo bo'ladi va u Windows Vista-ga o'tayotganini, ammo uni yangilash uchun operatsiyani talab qilishini tushuntiradi (xususan, grafik kartalar, protsessorlar, xotira va hokazolarni yangilash). Yangilashda sezilgan qiyinchiliklar haqida gap ketganda, kompyuter uni boshdan kechirishdan xavotirda ekanligini tan oladi vasiyat qilish uning atrof-muhit u omon qolmasligi kerak. Mac kompyuterdan unga o'xshab uning yangilanishi oddiy bo'lishi mumkinligini so'raydi.
• Ajablanib—Mak xaridor bilan birga paydo bo'ladi (Andrée Vermeulen ) kompyuterda yo'q. Mac samarali kompyuter sotib olmoqchi bo'lgan xaridorga ular ancha yaxshi va barqaror ekanliklarini aytib, kompyuterini olishlari kerakligiga ishontirishga urinadi. Mijoz shubhali ko'rinadi, Mac-ga "bu haqda o'ylashini" aytadi va ketadi. Xafsalasi pir bo'lgan Mac niqob va kiyimlarini echib tashlab, o'zini niqoblangan kompyuter sifatida ko'rsatmoqda. Keyinchalik haqiqiy Mac paydo bo'lib, kompyuterning tashlangan niqobi va kiyimlarini ko'radi va "Men hatto so'ramoqchi emasman" deydi.
• Texnik yordam- O'rnatish uchun texnik mavjud vebkamera kompyuterda (foydalanib maskalanuvchi lenta uni boshiga yopishtirish uchun). Kompyuter o'zining yangi yangilanishidan juda mamnun, ammo texnik xodimdan Mac-ning ichki veb-kamerasi borligini eshitgach, u kameraning to'liq o'rnatilishini kutmasdan yugurib ketadi.
• Yalang'ochlash—Kompyuterli ayolning shaxsiy kompyuterida bo'lgan narsalar qutisi bor va u Mac-ga o'tayotganini aytdi. Kompyuter har safar Mac-ga o'tsa, uni qolishga ishontirishga harakat qiladi.
• Taxt- Kompyuterni almashtirish qiyin bo'lishi mumkin bo'lsa ham, uning sub'ektlari uni tark etmaydi va u hali ham kompyuterlarning "shohi" deb, shohning kiyimida va taxtda paydo bo'ladi. Keyin Mac kompyuter sub'ektlari o'zlarining shaxsiy kompyuterlarini qanday qilib kompyuterga keltirishi mumkinligi haqida gapira boshlaydi Apple Store bu erda barcha kompyuter fayllari yangi Mac-ga o'tkazilishi mumkin, shu vaqtda kompyuter Mac-ni haydab chiqarilgan deb e'lon qiladi.
• Vaqt mashinasi- Makk paydo bo'lib, to'qqiz klon ortida turibdi, ularning hammasi birdan o'zini tanishtiradi. Kompyuter hayratda, shuning uchun turli xil Mac-lar buni oddiy deb tushuntiradi Vaqt mashinasi, xususiyati Qoplon bu foydalanuvchining qattiq diskini muntazam ravishda zaxiralashni amalga oshiradi. Kompyuter bunday funktsiyani juda ajoyib ekanligini tan olishga majbur qiladi, so'ngra turli xil Mac-lar rahmat.
• Time Traveller- Kompyuter 2150 yilga sayohat qilish uchun vaqt mashinasidan foydalanib, muzlash va qulash kabi muhim muammolar kompyuterdan olib tashlanganmi yoki yo'qmi va kompyuterlar oxir-oqibat Mac-lar singari muammosiz bo'lib qoladimi. Kompyuter 2150 yilda kelganidan so'ng, uning kelajakdagi o'zini o'zi muzlaydi, bu savolga javob beradi.
• Chiziqning tepasi—PC va Mac yangi kompyuter izlayotgan mijoz bilan paydo bo'ladi. Kompyuter uni "chiziqning yuqori qismida" kompyuter bilan tanishtiradi (Patrik Uorburton ), kostyumdagi kelishgan va o'ta silliq kompyuter. U undan ekranning kattaligi va tezligi haqida so'raydi, eng yuqori darajadagi kompyuter u o'zini eng zo'r deb aytadi. Biroq, u biron bir virus yoki muammo bilan shug'ullanishni istamasligini aytganda, u balqib turadi. U Mac bilan borishga qaror qiladi, shuning uchun eng zamonaviy kompyuter unga tashrif qog'ozini uzatadi va unga: "Agar murosaga kelishga tayyor bo'lsang ... meni chaqirasan", deb aytadi.
• Touché- Kompyuter o'zini tanishtirgandan so'ng, Mac "Men ham kompyuterman" deb javob beradi. Mac chalkash kompyuterga ikkalasini ham boshqarishi mumkinligini tushuntiradi Mac OS X va Microsoft Windows, o'zini "sizga kerak bo'ladigan yagona kompyuter" deb atadi. Kompyuter "oh ... touche" deb ming'irladi. Mac qoidalariga asoslanib tushuntiradi qilichbozlik, u faqat biron bir fikrni bildirgandan keyin, boshqasi qarshi nuqta qo'ygandan keyin touche deydi, ammo kompyuter so'zni noto'g'ri ishlatishda davom etmoqda. Xuddi shunday suhbat ham sodir bo'ldiDodgeball: Haqiqiy underdog hikoyasi, unda film Justin Long (Mac) paydo bo'ldi.
• Murabbiy- Reklama an'anaviy ravishda boshlanadi, ammo kompyuter ishlaydi o'tirib turish chiziqli ko'ylakda murabbiy bilan (Robert Loggia ), shiddatli murabbiylik uslubi kompyuterni susaytiradi. Shaxsiy kompyuter murabbiyga "ijobiy mustahkamlash" usulini taklif qiladi, ammo murabbiy uning o'rniga Macni maqtaydi va kompyuter xafa bo'ladi. Shuningdek, Mac OS X Snow Leopard-ni namoyish etgan birinchi narsa.
• Daraxtlarni kesish- Ta'til mavsumi uchun Mac-ning boshqa animatsion filmida Mac va PC o'zaro kelishmovchiliklarni chetga surib, bezak va armatura chiroqlarini osib, Rojdestvo daraxtini qirqishga qaror qilishdi. Mac kompyuterga ular yaxshi do'st ekanliklarini aytadi, kompyuter esa asabiylashadi. Ular tugagandan so'ng, kompyuter daraxtdagi chiroqlarni yoqishni xohlamaydi, lekin Mac uni bunga ko'ndiradi. Shaxsiy kompyuter daraxtning chiroqlarini ulab qo'yadi, lekin yoritilganida chiroqlar: "Kompyuter qoidalari" deb yozadi. U Macdan kechirim so'raydi va bu "xuddi shunday bo'lgan" deb aytadi.
• Mac-ga ishonish- yashirinishga urinib, PC josuslarga qarshi dastur, kiygan palto, a fedora, qora ko'zoynaklar va yolg'on mo'ylov. Kompyuter Macga niqob kiyishni taklif qiladi, ammo Mac oddiy kompyuter haqida qayg'urmasligini aytib, rad etadi josuslarga qarshi dastur va viruslar bilan Mac OS X Leopard.
• V so'z- PC odamlar uning operatsion tizimiga murojaat qilishni to'xtatishi kerakligini e'lon qiladi (Vista ) nomi bilan. Uning so'zlariga ko'ra, "umidsizlikka uchragan kompyuter foydalanuvchilari bilan yaxshi o'tirmaydi. Bundan buyon biz juda kam yuk bilan so'z ishlatamiz:" Windows "." Sahna paytida u qo'lida qora quti bosilganda zil eshitadigan katta qizil tugma. Kompyuter Mac tugmachasini bosganida tugmani bosadi. Ushbu so'zni ishlatmaslik operatsion tizimdagi muammolarni hal qilish bilan bir xil emasligiga ishora qilgandan so'ng, Mac bir necha bor ketma-ket Vista deb e'lonni tugatadi va kompyuterning buzzni eshitishga urinishlariga barham beradi.
• Viruslar- Kompyuter yangisini qo'lga kiritdi virus (sovuq sifatida ifodalangan) va shaxsiy kompyuterlar uchun ma'lum bo'lgan 114000 ta virusni keltirib, Macni undan uzoqroq turishni ogohlantiradi. Mac shaxsiy kompyuterlarga ta'sir qiladigan viruslar unga ta'sir qilmasligini aytadi va kompyuter buni amalga oshirishi haqida e'lon qiladi halokat a-da polga qulab tushishdan oldin holsiz.
• Uyga qarshi ish—Mac bu kabi qiziqarli tadbirlardan qanday zavqlanishini tasvirlaydi podkastlar va filmlar, bu esa kompyuterni u kabi qiziqarli tadbirlarni amalga oshirayotganligini da'vo qilishga majbur qiladi vaqt jadvallari, elektron jadvallar va pirog jadvallari. Mac-ning ta'kidlashicha, piroglar yordamida oilaviy ta'tilni ta'qib qilish qiyin, shaxsiy kompyuterlar "bo'sh vaqt" va "shunchaki tepish" ranglarini aks ettiruvchi pirografik jadvalni ko'rsatib, har xil rangdagi kul rang bilan. Mac javob beradi: "Men u erda bo'lganimni his qilyapman".
• Wall Street Journal—Mac o'zining ijobiy sharhini o'qiyapti Uolt Mossberg yilda The Wall Street Journal. Hasadgo’y, Kompyuterning ta’kidlashicha, u ham ajoyib sharhni qabul qilgan, ammo Mac aniq tafsilotlarni so‘raganda, u qo‘riqchiga tushib qolgan. Ushbu reklama hozirda Apple veb-saytida mavjud emas, ammo uni YouTube-da topish mumkin.
• Yoga- Mac kompyuterda a borligini tomosha qilmoqda yoga yoga o'qituvchisi (Judi Greer ) yomon Vista energiyasini chiqarib yuborishda va Vista muammolarini unutishda kompyuterga murabbiylik qiladi. Yoga o'qituvchisi Vista-ning yoga hisob-kitoblarida xatolarga yo'l qo'yganligi va keyin shiddat paydo bo'lganligi haqida shikoyat qilganda, kompyuter kompyuterga o'tishni o'ylaydi pilates.

Veb-eksklyuziv aksiya

Bir nechta reklama faqat namoyish etilgan Chiroq ko'plab veb-saytlarda ishlaydigan reklama kampaniyalari.^[7] Televizorda ko'rsatilgan reklamalardan farqli o'laroq, ushbu reklamalar Apple veb-saytida yuqori sifatli QuickTime videolari sifatida joylashtirilmagan. Ushbu e'lonlarning har biri taxminan 20 soniya davomida ishlaydi va o'ziga xos onlayn reklama xususiyatlariga (masalan, banner reklamalariga) murojaat qiladi, shuning uchun ularning televizorda paydo bo'lishi ehtimoldan yiroq emas.

Sarlavhalar Flash-video fayl nomlaridan olingan.

• Portlash—PC Windows Vista-ni yangilaganidan afsusda ekanligini bildiradi, chunki bu unga turli muammolarni keltirib chiqarmoqda. Mac uni yupatishga harakat qilmoqda, ammo kompyuter boshini banner reklamasi tomonga urishda davom etmoqda.
• Booby Trap- PC va Mac PCMag-da joylashgan. Shaxsiy kompyuter ularning iLife '09 eng yaxshi ofis to'plami ekanligi to'g'risida banner e'lonini joylashtirganidan g'azablanmoqda. Shaxsiy kompyuter ba'zi bir kabellarni bannerga osib qo'yadi, shunda kim uni bossa, shokka tushadi. Shaxsiy kompyuter uni bosish orqali o'zini isbotlaydi.
• Tirnoq—Bu osmono'par binolar e'lonida, kompyuter yuqori banner reklamasida o'tirgan Mac uchun Microsoft Office 2008-ning qutichali nusxasini olishga urinish uchun tutqich tirnoqidan foydalanmoqda. Uning ta'kidlashicha, odamlar Office 08-ning Mac-da ekanligini ko'rsalar, kompyuterning nima qilishi mumkinligi haqida savollar berishadi. Mac Office-ning yillar davomida Mac-da bo'lganligini va bu shunchaki eng so'nggi versiyasi ekanligini ta'kidladi. Shaxsiy kompyuter Office qutisini urib yuboradi, bu esa signal berilishiga olib keladi. Kompyuter qo'lga oluvchini panjasini Macga uzatib, "U buni qildi!"
• Tor- Buyuk Britaniyada yagona taniqli veb-eksklyuziv reklamada PC va Mac (Mitchell va Uebb tomonidan tasvirlangan) banner reklamasida boshma-yon yotib, banner reklama hajmi va formatidan shikoyat qilmoqdalar va foydalanuvchini bosishga undashmoqda. reklama tezroq.
• Mijozlar tajribasi—Banner reklamasi shuni ko'rsatadiki, mijozlar tajribasi orasida Mac 1-darajali hisoblanadi. Kompyuter umidsizlikka tushdi va sochlar oldidan va keyin reklama haqidagi ko'proq fikrlarga bordi. Ikkalasi ham Mac yaxshiroq deb aytishadi.
• Mijozlardan qoniqish- Mac va kompyuter ustidagi banner reklamasida "Mac mijozlarining ehtiyojlarini qondirish ballari" hisoblagichi paydo bo'ladi. Hisoblagich ignasi 100 dan taxminan 85 tasida aylanmoqda. Kompyuter o'zini oqlab, yuqori reklama banneriga ko'tarilib, ignani tortadi. U tasodifan hisoblagichning uchini sindirib tashlaydi, so'ngra uni 20 belgisida silkitib, "Mijozlar ehtiyojini qondirish pasaymoqda ..."
• 1–23 gacha oson^[8]- Veb-bannerda kompyuter Mac-ga o'zining yangi shiorini namoyish etadi. Mac bu "kompyuter. 1-2-3 kabi oson" degan ma'noni anglatadi, ammo kompyuter uni "1 kabi oson" degan ma'noni anglatadi deb tuzatadi orqali 23 ". Keyin u kompyuterdan foydalanish uchun 23 ta qadam tashlaydi.
• Tahririyat- PC o'zinikini sudrab boradi op-ed banner reklamasida ustun (bu reklama cnn.com kabi yangiliklar saytlarida paydo bo'lganligi sababli, u saytning qolgan qismi bilan "birlashadi"). Tanlangan sarlavhada "Mac-ga o'tishni to'xtating!" Kompyuter odamlar Mac-larga har qachongidan ham ko'proq o'tishayotganini va ular kompyuterga qanchalik zarar etkazishini bilishlari kerakligini tushuntiradi. U qanchalik xafsalasi pir bo'lganini ko'rsatish uchun fotosurat qutisiga bir nechta alamzada pozalarni qo'yadi.
• Yashirish^[9]- Kompyuter ekranning chap tomoniga qaraydi. Mac kompyuter nima qilayotganini so'raganda, kompyuter viruslar va josuslarga qarshi dasturlardan yashiringanligini tushuntiradi. Shunda kompyuter skanerdan o'tkazishi kerakligini aytib chiqib ketadi. Ushbu e'lonning ikkita versiyasi mavjud: 300x250 kvadrat reklama va 160x600 vertikal banner reklama. Kompyuter ikkala versiyada ham bir xil, ammo Mac-ning ishlashi har birida boshqacha xususiyatga ega.
• Taqillatish- Windows Vista-ga o'tganidan so'ng, uning apparati uchun yangi drayverlarni qidirish kerakligi haqida kompyuter vahima qilmoqda. U yangi drayverlarni topish uchun ketishi uchun ekranning chap qismidan kuch bilan harakatlanishga harakat qiladi, lekin bir necha bor devorga yuguradi. Nihoyat u ekranning chap tomonini yorib o'tishga muvaffaq bo'lganda, u o'zini ekranning o'ng tomonidan orqaga sakrab tushayotganini ko'radi.
• Yangiliklar- Kompyuter Mac-ning yaxshi matbuotiga hasad qilib, reklama ustidagi o'zining yangiliklarini belgilaydi. Afsuski, yangiliklar teleradiokompaniyasida "Vista foydalanuvchilari nosozliklar tufayli xafagarchilik" va "foydalanuvchilar XP-ga tushirish" kabi noma'lum sarlavhalar namoyish etilmoqda. Kompyuter o'zining ahmoq yangiliklaridan nafratlanishini aytadi, keyin esa yangiliklarning navbatdagi sarlavhasi "Kompyuter o'zining ahmoq yangiliklar dasturidan nafratlanadi".
• Yo'q- Sahifaning yuqori qismidagi banner reklamasida "Leopard Vista'dan yaxshiroq va tezroq" deb yozilgan. —Wall Street Journal. Kompyuter zinapoyadan ko'tarilayotganda Mac o'zini tanishtiradi. Mac kompyuter nima qilyapti deb so'raydi va u sharmandali xatoni tuzatayotganini aytadi. Keyin u yuqoriga ko'tarilib, tirnoq oxirida YO'Q degan yozuvli qog'ozni zımbalayapti. He then tells Mac that they have the whole Internet to correct and asks Mac to grab the ladder.
• PC Turf^[10] (PCMag va PCWorld exclusive)—PC welcomes Web surfers to his turf, PCWorld.com, and remarks that Mac must feel out of place there. Mac points out that they said some great things about Macs, so PC asks security to remove Mac because he's going to be a problem. The PCMag version is identical, except PC's voice is re-dubbed to say "PCMag.com."
• Refresh^[11]—A banner ad on the top of the page reads, "Vista...one of the biggest blunders in technology?" —CNET.com. Off to the side, PC sees the banner and realizes its another bad review of Vista and decides to do an emergency refresh. He walks over and opens a compartment door that says, "Emergency Banner Refresh." PC flips the switch, and the banner is replaced by another banner that reads, "It's time for a Vista do-over" —PC Magazine. PC, frustrated about this review, flips the switch again. The banner is replaced by another that reads, "Mac OS X Leopard: A Perfect 10" —InfoWorld. PC sees this positive review and is relieved until he realizes it's about Leopard. PC angrily flips the switch again to end the ad.
• Imzo^[12]—In a skyscraper ad, Mac asks PC about an unlit sign in a separate banner ad that reads, "DON'T GIVE UP ON VISTA." PC replies that it will stop the problem of frustrated Windows Vista users downgrading to XP or switching to Macs. He presses a button, lighting up only the GIVE UP part of the sign. He presses it again, lighting up ON VISTA. Frustrated, PC presses the button repeatedly, causing GIVE UP and ON VISTA to light up alternately.
• Switcher Cams—A banner ad at the top of the page displays a bank of 5 xavfsizlik kamerasi screens which show users walking into Apple do'konlari; as users walk past each camera "PC SWITCHER" lights up in red beneath each screen. On the side, PC sees the switchers and is disappointed they are upgrading to Mac instead of to Windows 7. Mac says he thought Windows 7 was "supposed to be an improvement", to which PC responds that Macs are still #1 in customer satisfaction and that people will have to move their files over anyway. Still observing the switchers, PC leaves the side and appears on one of the video screens, managing to stop one switcher from going into the Apple Store but says there are still "thousands and thousands to go".

UK campaign

Mitchell va Uebb as PC and Mac

For the British market, the ads were recast with the popular British comedy double act Mitchell va Uebb bosh rollarda; Devid Mitchell as PC and Robert Uebb as Mac. As well as original ads, several ads from the American campaign were reshot with new dialogue and slightly altered scenes. These ads are about 40 seconds long, which is slightly longer than the US advertisements.

The following ads are exclusive to the UK:

• San'at tili—In an effort to relate to the creative artistic types whom he assumes own Macs, PC, dressed in a stereotypically bohem fashion, begins speaking to Mac using unnecessarily pretentious language. Despite Mac's insistence that he enables anyone to be creative, PC continues using big words, eventually confusing even himself.
• Sud—PC, dressed in a barrister's outfit, questions Mac on how long it takes to make an iPhoto photo book that Mac claims to have made in a few minutes. Doubting Mac's claim, PC eventually resorts to cutting off Mac whenever he tries to speak.
• Sehr—Exchanging an average 50k Word document in a file to Mac, PC makes out that the process is much harder than it actually is through the use of a drum roll and a magician's assistant, and shouting "Amazing!" at the end of the transfer. Bemused, Mac points out that he is compatible with PC and passes him back a photo with no fuss at all, at the end of which PC shouts "Amazing!"
• Naughty Step—PC unveils his naughty step: the ultimate deterrent to an unruly errant child (similar to the technique used by Jo Frost in the UK and US series Supernanny ). He goes on to explain that children should not be making pictures, movies and websites on a proper, grown-up PC. Mac points out that this is the fun stuff children like to do, resulting in his own banishment to the naughty step.
• Office at Home—PC is proud of his role in both the office and the home, but Mac retaliates by stating that homes are not run like offices, and thus shouldn't have office computers. PC eagerly begins to describe the ways in which homes mumkin be run like offices, with his increasing authoritarianism prompting Mac to sarcastically comment that PC's home sounds like a fun place.
• Office Posse—PC wonders why Microsoft Office (Excel, Power Point, So'z va Atrof ) are standing with Mac and is surprised when Mac says that he runs Office also. PC attempts to order and then entice the Office members to join him, but they refuse, resulting in what Mac calls an awkward moment.
• Tentacle—PC praises Britain's work ethic, chastising Mac's insistence on the need for fun in life. In attempting to persuade Mac of his point of view, PC employs the use of several animal metaphors, but becomes sidetracked through his increasingly eager musing about the practical applications of octopus tentacles in an office.

Several American ads were modified for the UK market. In some of these ads, the events that occur in the narrative differ significantly from the original American campaign. Others follow the original ads more closely, with only minor differences (many based on the differences in characterization from the actors involved or language differences between Amerika ingliz tili va Britaniya ingliz tili ). These ads are also performed by Mitchell and Webb.

The adapted ads are

• Baxtsiz hodisa—The ad follows the same narrative, with a different ending: PC, clearly heavily drugged, requests to be pushed over to the window so he can look at the pigeons, only for Mac to point out that there are no pigeons nor a window. PC responds with a dreamy "You're funny...."
• Tarmoq—The ad follows the same narrative, but in the British version Mac connects with a Japanese printer instead of a digital camera. PC is also more involved in the dialogue, attempting to communicate in Japanese with the printer, only to mangle his words, first declaring that he is a guruch keki before asking, "Where is the train station?" This larger involvement of PC, when compared to PC in the American ad, is also shown by the appearance of subtitles whenever PC, Mac, or the printer speak in Japanese; in the American ad, there are no subtitles translating Mac and the camera's dialogue, further evidencing that PC is lost in the conversation.
• Qutidan tashqarida—The ad is almost exactly the same as the American version. However, Mac doesn't mention his built-in camera. Also, at the end, PC pulls out an extremely thick user manual and starts reading it.
• Pie Chart—The ad is based on the American Work vs. Home. The light-grey area of PC's family holiday pie chart now represents shennanigans and tomfoolery and the dark-grey area represents hijinks. Also, PC further divides hijinks into capers, monkey business, and just larking about.
• Restarting—The ad follows much the same narrative as the American ad, with the only major difference being that after Mac has left to get someone from IT, PC awakens and wonders where everyone has gone.
• To'ldirilgan—This ad contains no significant changes from the American version.
• Trust Mac—The ad follows the same narrative as the American version, but at the end, PC yells out that there is nobody present but two Macs having fun.
• Virus—Based on the American ad Viruslar, it contains the dialogue "This one's a humdinger" instead of "a doozy" but otherwise contains no significant changes.

Japanese campaign

On December 12, 2006, Apple began to release ads in Japan that were similar in style to the US Get a Mac ads. The Mac and PC are played by the Rahmens, a Japanese comedy duo. The ads used to be viewable at Apple's Japan veb-sayt.

The following ads are exclusive to Japan:

• Nengajo—Mac shows PC the New Year's Card he made using iPhoto. PC then looks at it, remarking about the picture of the wild boar on the card.
• Taxalluslar—PC is confused as to why Mac is not called a PC. Mac then explains that more people use him at home, and PC counters that he is more business-oriented. PC then asks for a nickname for himself; Mac then names him Wāku (work).
• Practice Drawing—PC says he can create pictures, but they are all graphs. For example, what Mac thinks is Manhattan is a bar graph and what Mac thinks is a mountain view is a line graph. Mac catches on, correctly identifying a pie chart, but PC responds that it is a pizza, chiding Mac for having no artistic sense. Bu shunga o'xshash San'at tili, in that PC is trying to connect with artsy people like Mac.
• Qadamlar—Mac tells PC that he has made his own webpage using iWeb. PC then asks for the steps to make his own. Mac gives them, finishing after step three. PC then pesters Mac for step four, which Mac finally explains is to have a cup of coffee.

Several American ads were modified for the Japanese market. In some of these ads, the events that occur in the narrative differ significantly from the original American campaign. Others follow the original ads more closely, with only minor differences (many based on the differences in characterization from the actors involved).

The adapted ads are

• Shishgan—This ad is similar to To'ldirilgan, but in this ad, PC makes no reference to bloatware (limited or useless versions of programs loaded onto new PCs), instead complaining about how much space installing a new operating system takes. Mac expresses his hopes that PC didn't have to delete any important data.
• iLife—This ad is almost exactly the same as the American version, except that PC is listening to Eurobeat on his iPod rather than slow jams, and Mac gives a pregnant pause instead of complimenting PC on his pre-loaded calculator and clock.
• iMovie—This ad with Miki Nakatani, is nearly identical to the American ad Better Results, except that PC actually thinks that his home movie is comparable to the Mac home movie.
• Microsoft Office—Based on the UK ad Office Posse, the ad contains only minor differences. At the end of the ad, PC tries to entice Office by chanting, "Overtime! Overtime! All together now!"
• Pie Chart—This ad is based on the American ad Work vs. Home. The narrative is largely the same, with the only significant differences being that Mac is blogging rather than working with movies, music, and podcasts, and the names of the divisions of the pie chart each represent Sightseeing and Relaxing at a Café.
• Qayta ishga tushirish—This ad is identical to the American ad Restarting, except that PC doesn't restart again after Mac goes off to get IT.
• Xavfsizlik—This ad is based on the American ad Trust Mac, but contains some significant changes. Rather than disguising himself to hide from viruses, PC dons protective gear to fight viruses. PC demands that any virus out there come and fight him. After Mac points out a virus, PC slowly moves behind Mac to protect himself.
• Virus—The ad contains no significant changes from the American ad Viruslar.

Keynote videos

While not strictly a part of the ad campaign, Hodgman and Long appeared in videos during Stiv Jobs 's keynote addresses at the 2006, 2007, and 2009 Butunjahon ishlab chiquvchilar konferentsiyasi va 2008 yil MacWorld Expo. Hodgman also appeared in the November 2020 Apple Event.

• WWDC 2006—In an attempt to stall Mac development, PC claims to have a message from Steve Jobs that says that the developers should take the rest of the year off, and that Microsoft could use some help with Vista. He starts to go off-topic about his vacation with Jobs, but when Mac arrives he says he's just preparing for their next commercial and starts to sing the Meow Mix theme song off-key.
• WWDC 2007—PC dresses up as Steve Jobs, and announces that he is quitting and shutting down Apple. He claims that Vista did so well, selling tens of dozens of copies, that there's no need for Leopard, and that he got his iPod-killer, a brown Zune. He tells the developers to just go home because they're no longer needed. Mac arrives and chides PC for trying to mislead the developers again like last year. He asks if PC really thinks the audience will believe he is Jobs. PC then claims he is Fil Shiller.
• MacWorld Expo 2008—PC and Mac stand under a Happy New Year sign, and PC talks about what a terrible year 2007 has been for him, referring to Windows Vista as a failure while Apple Inc. experienced success with Mac OS X Leopard, iPod Touch va iPhone. Despite this, PC says he is optimistic for the future, claiming it to be the Year of the PC. When asked what his plans are for 2008, PC states he is "just going to copy everything [Mac] did in 2007."
• WWDC 2009 yil—PC comes out and greets the crowd and says that he wants them to have a great conference with "incredible innovations that will keep Apple at the forefront..." He stops, then says, "I think I can do that better." Now it's take 2. He wishes them a "week with some innovation, but not a lot, please. Yeah, I like that." Then he says some stuff about the 1 Billion App Countdown. He asks for apps and ideas. He says, "I hope you're thinking of some great ideas because I'm thinking of some great ideas too!...What are your ideas?" Eventually at Take 16, PC gives up and Mac tells everyone to have a great conference.
• Apple Event November 2020—PC criticizes the upgrades made to the MacBook Air earlier in the event.^[13]

Release dates (U.S. campaign)

The different spots were released gradually:

• Ning asl to'plami Viruslar, Restarting, Yaxshisi, iLife, Tarmoq, WSJ, were launched on May 2, 2006.
• Work vs. Home, Touchéva Qutidan tashqarida were released on June 12, 2006.
• Baxtsiz hodisa, Angel/Devil va Trust Mac, were released for the campaign on August 27, 2006, during the 2006 yilgi Emmi mukofotlari.
• In September, three new commercials made their debut on Canadian television, one (Better Results) Xususiyatlari Jizel Byundxen alongside Hodgman and Long in an advertisement that had been sighted at certain Apple Stores. They were published on Apple's website on October 9, 2006.
• In October 2006, 3 new ads, Better Results, Maslahatchiva Self Pity, were sighted on U.S. network TV.
• In late November 2006, 3 new ads were released, Gift Exchange, Savdo balandligiva Meant for Work.
• On December 19, 2006, the ad Yaxshi niyat was released on apple.com. Wall Street Journal disappeared from the See All the Ads section afterward (but is still on the site ).
• On January 9, 2007, with the introduction on Macworld 2007, Jarrohlik was added, and Tarmoq was removed from the menu.
• 2007 yil 16-yanvarda Sabotaj va Tech Support were added, and the 2006 holiday ads (Gift Exchange va Yaxshi niyat) va Yaxshisi olib tashlandi. Tarmoq was added once again.
• 2007 yil 6 fevralda, Xavfsizlik qo'shildi.
• On February 7, 2007, Gift Exchange, Yaxshi niyatva Yaxshisi were re-added, meaning that all of the U.S. campaign ads except for Wall Street Journal could be seen at apple.com/getamac/ads.
• 2007 yil 11 aprelda, Computer Cart va Flashback qo'shildi.
• On April 14, 2007, The To'ldirilgan ad was added.
• On May 7, 2007, Choose a Vista, Dahiyva Party Is Over qo'shildi.
• 2007 yil 11-noyabrda, PR Lady, Bokschiva Natriy qo'shildi. Tarmoq, iLifeva Restarting were no longer on the menu.^[14]
• In November 2007, an internet-only ad, Imzo, was sighted.
• 2007 yil 4-dekabrda Noto'g'ri chop etish qo'shildi.
• On December 6, 2007, Endi nima? qo'shildi.
• On December 13, 2007, a fully gilatsiya qor bobo, Santa Klaus ad was added.
• 2008 yil 6-yanvarda, Hakam was added in conjunction with the beginning of the NFL pley-off bosqichi.
• 2008 yil 13 yanvarda, Vaqt mashinasi qo'shildi.
• As of January 25, 2008, the Web-exclusive ad Yo'q was sighted on the Yahoo! Yangiliklar opening page. Shuningdek, u paydo bo'ldi New York Times site and elsewhere.
• 2008 yil 1 aprelda, Kashfiyot va Yoga qo'shildi.
• 2008 yil 9 aprelda, Office Stress qo'shildi.
• 2008 yil 12 mayda, Guruh va Pep-ralli qo'shildi.
• 2008 yil 13 mayda, Xafa qo'shiq qo'shildi.
• On August 18, 2008, Calming Teas, Taxt, Pizza qutisiva Havodan tashqarida qo'shildi.
• 2008 yil 19 oktyabrda, Bean Counterva V Word qo'shildi
• 2008 yil 20 oktyabrda, Pishiriq sotish qo'shildi.
• 2008 yil 16 dekabrda, Tree Trimmingva I Can Do Anything qo'shildi.
• On April 19, 2009, Time Traveller, Yig'iqlar, Legal Copyva Biohazard Suit qo'shildi.
• 2009 yil 12 mayda, Yo'q qilish, PC Choice Chatva Customer Care qo'shildi.
• On August 25, 2009, Ajablanib va Chiziqning tepasi qo'shildi.
• 2009 yil 29 avgustda, Murabbiy qo'shildi.
• 2009 yil 11 sentyabrda, PC Innovation Lab qo'shildi.
• 2009 yil 23 oktyabrda, Buzilgan va'dalar, Teeter Tottering va PC News were added on Windows 7 launch day.

Samaradorlik

Before the campaign's launch, Apple had seen lower sales in 2005–06. One month after the start of the "Get a Mac" campaign, Apple saw an increase of 200,000 Macs sold, and at the end of July 2006, Apple announced that it had sold 1.3 million Macs. Apple had an overall increase in sales of 39% for the fiscal year ending September 2006.^[5]

Tanqid

Uchun maqolada Slate jurnal, Seth Stevenson criticized the campaign as being too "mean spirited", suggesting, "isn't smug superiority (no matter how affable and casually dressed) a bit off-putting as a brand strategy?".^[15]

Maqolasida The Guardian, Charli Bruker points out that the use of the comedians Mitchell and Webb in the UK campaign is curious. They both star in the sitcom Peep Show in which, to quote the article's author, "Mitchell plays a repressed, neurotic underdog, and Webb plays a selfish, self-regarding poseur... So when you see the ads, you think, 'PCs are a bit rubbish yet ultimately lovable, whereas Macs are just smug, preening tossers.'"^[16]

Differentiating between a Mac and a PC

Many computer experts have argued over the definition of Kompyuter, or personal computer, which can raise questions about the actual differentiation between a Mac and a PC. Editor in Chief of Kompyuter jurnali, Lance Ulanoff states in a 2008 column in Kompyuter jurnali, "Of course, the ads would then be far less effective, because consumers might realize that the differences Apple is trying to tout aren't quite as huge as Apple would like you to believe."^[17]

Projectory "Japanese Camera" advertisement

Tijorat "Tarmoq " has been criticized as being projectory va blame shifting, because Apple is notorious for having proprietary systems (sotuvchini blokirovka qilish ), isolated from open standards (e.g. no support for Bluetooth file sharing, WiFi Direct, NFC file sharing; yo'q USB charging connector on the iPhone, lack of modularity (no MicroSD -expandable storage in iPhones), historically poor support for kodeklar va fayl tizimlari other than those developed by Apple themselves, etc.) and poor repairability (historically poor iFixit scores).^{[18][19][20][21]}

Men kompyuterman

Microsoft responded to the Get a Mac advertising campaign in late 2008 by releasing the Men kompyuterman campaign, featuring Microsoft employee Sean Siler as a John Hodgman look-alike. While Apple's ads show personifications of both Mac and PC systems, the Microsoft ads show PC users instead proudly defining themselves as PCs.

Ommaviy madaniyatda

Ushbu maqolada a turli xil ma'lumotlar ro'yxati. Iltimos boshqa joyga ko'chirish boshqa bo'limlarga yoki maqolalarga tegishli har qanday ma'lumot. (2020 yil mart)

• Videos parodying the Get a Mac campaign have been published online by Novell, targ'ib qilish Linux, represented by a young and fashionable woman.^[22] A different set of videos parodying the campaign have been produced, but with Linux portrayed as a typical male nerd.^[23]
• Rag'batlantirish Bug ' on Mac, Vana made a parody with Portal va Team Fortress 2 sentry guns.^[24]
• Keyin 2007–2008 yillarda Amerika Yozuvchilar uyushmasi ish tashlashdi, the cast and crew of the American television show Numb3rs decided to parody the "Get a Mac" commercials to promote the return of the show on Friday, April 4, 2008.^[25] In the ad, brothers Don Eppes (Rob Morrou ) va doktor Charli Eppes (Devid Krumxolts ) debate the merits of being a Federal qidiruv byurosi agent versus being a matematik.^[26] The cast and crew used two hours of production time to film the 34-second ad.^[25][26]
• The Get a Mac campaign became the basis for the long running YouTube seriyali Hi, I'm a Marvel...and I'm a DC tomonidan ItsJustSomeRandomGuy. The series took the classic superhero characters from Marvel komikslari va DC komikslari and compared their film adaptations. In this case Marvel was constantly touted as being superior due to having more successful film adaptations of their characters than DC who have notoriously not only have had fewer adaptations, but also many of them being critically or commercially panned.
• Devid Letterman bilan kech namoyish made parodies of the Get a Mac campaign, from Mac's wig being taken off by PC to reveal baldness, to Mac as Devid Xasselxof eating a cheeseburger drunk.
• In the Comedy World theme of the website GoAnimate, there is 2 characters modeled after the main characters.
• Epizodida Air Farce Live, aired around the time of the Canadian federal election, had a sketch where one of the comedians was introduced as a Liberal, and the other as a PC (Kanadaning progressiv konservativ partiyasi ). The sketch was split into separate parts during the episode.
• Qahramonlar shahri offered a series of online video parodies with a commercial featuring dialog centered around two mashina belgilar. They all start the same: one proclaiming "I'm a hero" and the other proclaiming "I'm a villain." The video was made to promote their new Mac edition of the game for OS X computers, released in February 2009.
• Tezkor yulduz va Degrassi: Keyingi avlod were in a parody where they would describe their own shows. Alexz Johnson portrayed Instant Star (Johnson portrays Jude Harrison in the show) and Miriam Makdonald portrayed Degrassi (McDonald portrays Emma Nelson in the show).
• Super News! made 2 shorts based on the "Get a Mac" ads, which features Bill Geyts va Stiv Jobs fighting each other. Before all videos was removed from Joriy "s YouTube Channel by Al Jazeera Media Network, the first one was the highest viewed video in said channel with over 3,000,000 views.
• A Qiziq yoki o'l promo video for the release of John Hodgman's book That Is All includes a segment in which Hodgman walks through a 'void' room in his deranged millionaire mansion. Justin Long sits alone in the white open space from the Get A Mac ads, happy to see Hodgman again and eager to make another commercial.

Shuningdek qarang

• Apple Switch ad campaign
• Apple evangelist
• Cola urushlari
• Comparative advertising

Adabiyotlar