Presentation

** Mac vs PC ** ** What’s your favorite Brank? **  Materials: · Presentation slides · One original video & two YouTube videos
 * Group 1 Presentation Outline **

__ 1. Intro: __ In Walter Benjamin’s article “The Work of Art in the Mechanical Age of Reproduction”, he discussed the loss of aura through technical replication, yet suggested that at the same time there are art and style inserted within the replica while it’s been replicated. As a result, the replica is disguised in the glamour of pseudo aura. (ex: while artistically manipulating the angle and lighting of a camera shoot, the film, which is a medium that consist of a series of replicable photos that replicate reality, assign the actor/actress an artificial aura/charisma) We realize this is how a brand upholds its aura the consumers’ society, it maintains it’s aura through commercials! A brand, on a superficial level, is the association between a logo/image and the manufactured commodities. However, on the deeper level, a brand conotates a certain lifestyle, value or ideology…

__ 2. Display Original Video on interviewing UTM students on their opinions on Mac and PCs __ Highlight the notable parts of the video Discuss & Interact with the class

__ 3. Display Mac Commercial __ Discuss the strategies/tactics Mac employed to establish its brand image. __ 4. Mac vs. PC YouTube Video __ Discuss what does this viewer-generated content say about brand, popular culture and consumerism? How do you think the notion of brand impact the video? Terms that might come across: re-appropriation, inter-textuality, public/the consumer discourse …

__ Conclusion & Questions __