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That's crazy talk. Why would most people equate this t-shirted sweetheart with tech support? The ad never calls him a "technician" or "support person." He never
by jopt 14y ago
That's crazy talk. Why would most people equate this t-shirted sweetheart with tech support? The ad never calls him a "technician" or "support person." He never helps with technical problems; he just helps lowering the barrier to working creatively on your computer.
Most people will see Apple -> no special skills & ambitious projects -> panic -> friendly Genius, nothing like tech support -> win
- zwischenzug 14y agoAgain: missing the point. This is not about objective truth, but what people take from it. This is an elementary distinction in advertising, and rhetoric more generally.
- jopt 14y agoNo, I'm talking about what people take away from it. I don't think the target audience would equate the Genius with "tech support," regardless of what he actually is.