Recent Apple Computer Company ads showed a young,casually-dressed,friendly and knowledgeable person as an Apple computer type,while the Microsoft computer person was portrayed a stiff,geeky,awkward person.Apple was trying to create comparative:

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The ad campaign by Apple was trying to create a strong brand personality by portraying the Apple computer person as young, casual, friendly and knowledgeable, while the Microsoft computer person was portrayed as stiff, geeky and awkward. This is an example of comparative brand personalities, where one brand is being positioned in contrast with another through the portrayal of different personality traits.

Recent Apple Computer Company Ads Showed a Young,casually-Dressed,friendly and Knowledgeable