From: nwickham@nyx.cs.du.edu (Neal Wickham)
Subject: Re: Motorola is making their own line (And C= should get a clue)
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Reply-To: nwickham@nyx.UUCP (Neal Wickham)
Organization: Nyx, Public Access Unix at U. of Denver Math/CS dept.
Date: Thu, 12 Nov 92 03:12:59 GMT

In article <1drc11INN3qk@LION.ZOO.CS.YALE.EDU> schumacher-jeffrey@cs.yale.edu (Jeffrey Schumacher) writes:


>Here at Yale it seems as if the Macintosh is already identified with
>"this new and younger power-structure."  A great majority of the Yale
>student population is quite liberal (with polls indicating about
>70-80% support for Clinton before the election), and the Mac seems to
>be "the computer of choice" (no pun intended :-).  Say, "computer,"
>and most Yale students will probably think "Macintosh."  If anything,
>I think this support for the Mac indicates, at least among Yalies, the
>end of IBM-compatible dominance.  If the situation at Yale is similar
>to that at other universities, Commodore had better spend a lot of
>money in reaching those who are now in college, because Apple already
>has.
>

Yeah... I also noticed that John Sculley or whatever his name is was in
a political TV commercial supporting Clinton.  Now... I seriously doubt
that a Mundo Market Weenie like Scully would support a candidate unless
there was some sort or sales angle to it.  I suspect that Apple knows
through statistical market research and through "focus groups" that Apple
is identified with the political left.  It makes perfect sense.  I posted
earlier about what is known to people in communications and PR as the
architypal family.  It is natural in our cognitive development that we 
associate things with with earlier more basic understandings.  That is
we develop cognitive schemas.  And a very basic schema in western culture
is the archtypal family of father, mother, industrious child, clown 
child.  We see things as the father thing, the mother thing, etc.  The
architypal family we easily understand and people in entertainment, PR,
advertising use it all the time.  Ozzie & Harriet, the eary popular 
TV show was an architypal family.  John, Paul, George, and Ringo were
an architypal family. (father figure, mother figure, industrious child
figure, clown child figure)  Ford, Chevrolet, Chystler, and AMC were
an architypal family for awhile till the imports got strong.  In your 
local newscast you probably have two anchors, father & mother, and then
the industrious sports caster, and the clown weatherman.

OK in politics, I think it is most obvious that the right would be 
associated with a father figure and the left a mother figure.  Bill
Clinton didn't even have a real father. ...a abit of a moma's boy I'd
say (not that he won't be good for the country).  The other members of
the architypal family in this case is not so clear.  The mother and
father schemas are the strongest.  Perhaps deffense/business is seen
as the industrious child and the press as the clown child (????).
Anyway... I also posted earlier that IBM is clearly a father figure
and that Apple is probably a mother figure.  Hey presto, John Scully
identifies Apple with Bill Clinton and the left.

But there is another demension here besides right and left.  Clinton
also represents the "baby-boomers" and quite a shift in power.  So
my point still stands that now would be a good time to try and get
some strong product identification.  People will be reevaluating the
old schemas somewhat.                   



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