MacBook Air, the 2010 Generation

Recently, I was watching television at my dorm and the new Apple commercial seemed to pop up. The commercial was endorsing the new Apple product, the MacBook Air, a refined laptop that was sure to leave people speechless. This new addition to the Apple family is introduced in an advertisement on television and YouTube worldwide (shown above) focusing on one and only one main concept of the laptop, the design. As shown in the clip from YouTube, the video's simple message of the laptop is that it is sleek and that can be easily transported from one's hand to the table. In the beginning, the ad moves the camera around the sides of the laptop, showing some of the features that it includes such as USB connections, the charger input, and the connection for headphones. Showing these features in the clip assure the consumers that although the design of the MacBook Air has changed, Apple has confirmed that they are still including the same features to the new laptop as the other laptops that Apple has to offer. Also, the side show that the laptop goes from thick to slim, a different design that Apple has tried for the MacBook Air, something that can be definitely attractive to the consumer's optic sense. The hand in the video, holding the MacBook, demonstrates the slender features from a personal experience, coming from the person that is holding the laptop, once again, proving to their audience that their product does meet the features that they promised. The action of opening the laptop with one finger shows not only the slimness of the MacBook once again but it represents the weight of the screen, one that might be lightweight and simple to open. In the end of the video, there is a 180 degree turn in which the camera turns to display the screen and the profile of the MacBook and the name of the product, finishing the video.
Society was ready for the MacBook Air and Apple was by all means, in the right position to satisfy society. The MacBook Air's design attracts its audience simply by the title of the product. MacBook Air is such a tantalizing name in which leaves people questioning, "Why is this laptop called the MacBook Air?" but after looking at the commercial or at the advertising, one answers their own question. "Air" is part of the name because the laptop itself is lightweight and "MacBook" because of the brand, Apple. This is one item that connects conveniently to society for many of the features that are embedded into the product. We, as a society, like simplicity and the MacBook Air seems to satisfy those needs for a consumer, based on the actual design and the functions of the laptop. Design-wise, the MacBook Air helps by being so lightweight, something that is beneficial to people such as travelers, lawyers, college student, business people, etc. Focusing on the functions of the laptop, the MacBook has a battery life ranging from 5-7 hours, has Flash storage, a great track-pad/mouse, etc. In general, the MacBook Air has connected with its consumers with advertisements and the new slim design of their addition to the Apple family.

dG

http://www.apple.com/macbookair/