Mac vs PC- Competition template

The video above is a good example of an advertisement which demonstrates the competition template put forward by Goldenberg, Mazurksy and Solomon (1999). In this advert Apple attempts to highlight the superiority of a Mac over a PC, by drawing the audience's attention to the flaws in previous versions of Windows PC.


Goldenberg et al (1999) defined the competition template as a situation where one product is subjected to competition with another product or event in a different class. Three forms of the competition template were outlined: the attribute in competition version, the worth in competition version and the uncommon use version. In this instance, the worth in competition version is being showcased. The worth of the competing product (Windows PC) is being challenged and so the advertised product (Mac) becomes more attractive.

Reference:

Goldenberg, J., Mazursky, D. et al. (1999). The fundamental templates of quality ads. Marketing Science, 333-351.