de Certeau, too tangential?

While talking about de Certeau and his ideas involving the role of the Everyman, I began thinking about the role the advertisements play in the balance between the producer and the consumer. In The Practice of Everyday Life, de Certeau defines the role of the Everyman and how the sometimes unintended usage of tools established by “The Man”. But I wanted to build off of this thought and explore a little into the power of the advertisement and how this influences that relationship. One of the examples that popped into my head I remember seeing in one of the paper proposals, along the lines of Apple’s advertising strategies. With this in mind, I see Apple attempting to disrupt this uprising of the Everyman by creating advertisements that cause desire in product, not only because of the practical, or useful appeal of the product, but they are also selling a lifestyle that is being advertised in their commercials. When Apple puts out an advertisement about their new video editing software, there is less space taken up by a description of the product and its capabilities and more of showing the viewer a vacation that was filmed and then edited using their program. One example of this is Apple’s advertisements for their new version of iMovie. They use footage from a constructed vacation that the user takes with friends. The whole time highlighting the trip with these fun, and very expensive looking activities. The message differs from the product is in the selling of a lifestyle with gaps and assumptions. Also, how does the Everyman revolt against Apple, Inc.? What I know is merely those computer users whom I talk to who say that they hate Apple, in the way Hipsters hate Urban Outfitters. Anyway, there is a group of stubborn Windows users and a few Linux users who have their reasons for not supporting Apple. It’s only thanks to the willing for sacrifice of time and money to support Linux and Windows, as an operating system for the Everyman, is circling the drain. But for the most part, any revolt against Apple, or using Apple’s operating system in a way outside of its intended purpose does little to broadcast its revolt to the world. Is this how de Certeau could be used in more modern analysis? Maybe. I don’t think I understood enough of the reading to feel strong about his ideas. Of course, any/all corrections are most welcome.

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