In these commercials, there is powerful inter-textuality at work. Over, and over, and over, they create within the context of the commercial the humblest dominance that Mac has over PC. Anything that PC does, Mac does better. Everything PC doesn't have, Mac does. However, it's not only just dominance that it tries to convey. It also displays the outright stupid, outdated nature of the pc. The old man clothes that are not particularly well put together for the pc are used as signs for the reader to believe that the pc is in fact old and obsolete. On the other side, the mac is wearing fresh, dare I say, hip clothing, making apple computer technology seem new and popular. Many more applications are at work in these commercials, but bottom line, reading these commercials only lead to one conclusion: With so many better, newer features that the mac has over the pc, you'd have to be dumb just like the pc in the commercial to not buy a mac.
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