Dell Advert

This is an advert for the Dell Laptop. One of the biggest consumer items there is nowdays, with the laptop becoming smaller and more portable. This advert is an American commercial and encompasses many American values in it. The Company Dell is American, although we may not automatically think of it as being American as the laptops are more than likely made in Japan and China and not America. The advert makes it clear that Dell is the brand and it is pushed more than anything else within the advert- making sure that the audience if they take nothing else from the advert that Dell makes laptops for everyone.
It plays upon the image of the hard-working American man by producing an image of a man in overalls and a hard hat. These are both blue, suggesting an element of masculinity and therefore suggesting that the Laptops are made by people who stereotypically have the most knowledge of computers as it is seen as a masculine trade opposed to a feminine one. What is intersting is that the advert plays upon Fiske's idea of individuality - by empahsising the different colours that the laptop can be bought in, however this is not the case as it is being mass produced for a masss consumption audience and therefore there is a specific lack of individuality about the laptops. Much like the example Fiske gave of Jeans - the torn jeans became mass manufactured and took away from the individuality of them. However, with a laptop you are able to customize the background and settings, which regains this individuality element, however again these are from a list of pre-determined options which is limiting. The advert shows it'a american value as it makes an emphasis on the laptop being delivered which shows the American culture and the almost lazy attitude they have.

With regards to values, the laptop has a physical function of being able to take work with you and being able to communicate, be on the internet and have a whole world at your fingertips whilst on the move. The advert doesn't make the physical value clear as in this modern society everyone is able to recognize a laptop when they see one, and know the basic functions of them. The price is fairly expensive, and Dell is a brand associated with very laptops. If most people think of computers they think of Dell or Apple. And this price is able to be high as the brand is worthy it - and there is a fairly good exchange value as people will pay for the Dell brand and name. And Dell is not the most expensive laptop on the market, which makes them a popular choice, especially with the companys' good reputation. The ability to be able to charge a specific price is because of the symbolic value of the laptop. In the advert we see the branding of the different coloured laptops as the name is stamped onto them, and they are then wrapped up and ready to go, which shows that they now have the dell seal of approval and they are now desirable, like the sweets they are wrapped up like in the advert.