You may have noticed the new advertising campaign for the Mac. It is pretty funny, one guy is "PC" older gentleman, with glasses, dorkier, stiff; the other character is "Mac" he's young, hip, and witty. Here is a great example of advertising that focuses on a certain market. The Mac appeals to college aged kids that look, talk, and act like him. We generally identify and trust those people who resemble us. While the PC is an older dude, more like a father figure, who just doesn't get it. The ad campaign is very clever.