A binary opposition is a couple of related terms or ideas that are opposite in meaning. Binary opposition is the system by which, in dialect and thought, two theoretical opposites are strictly defined and set off against one another (Schreuder, 2014). The concept of opposition emphasizes the fact that signs worth only in relation to other signs (Danesi, 2007).
http://www.popsugar.com/tech/Windows-Mac-Guys-96-1796885
This is a very interesting campaign that utilize the technique of binary opposition. This advertisement campaign, consider the 2006–2007 Apple Company campaign involving the “Mac guy” versus the “PC guy,” which was spread through television commercials, print advertising, and websites of all kinds (Danesi, 2007).
As you can notice the Mac guy dressed in very casual style which represent the notion of young, smiling makes the entire person looks friendly. The PC guy dressed in a suit and tie looks professional however his face expression looks dreary which represent old fashioned. Two of the characters give a completely different lifestyle. Obviously, the target audience will be the young generation (Danesi, 2007).
Reference:
Danesi, M. (2007). 'Why it Sells?' pp.22-23 [Online] Available at: https://books.google.com.my/books?id=L45WIXpB9ZkC&printsec=frontcover#v=onepage&q&f=false [Acessed:23th June 2015]
Schreuder, D.A. (2014). 'Vision and Visual Perception' pp. 33-34 [Online] Available at:https://books.google.com.my/books?id=I7a7BQAAQBAJ&printsec=frontcover#v=onepage&q&f=false [Acessed:23th June 2015]
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