When one tries to appeal to another, he must communicate in terms that the other party understands or identifies with. In advertising, this concept is crucial to maximizing the appeal of the product being sold. Since marketers have a limited amount of time to deliver a TV commercial, they must rely on shortcuts to deliver their message quickly and effectively. These shortcuts come in the form of stereotypes and common associations that help the audience understand the idea being presented. By being massively illustrated, stereotypes reinforce our vision of what is typical of certain traits and characteristics, thus regenerating the method invoked. In the "Bean Counter" ad, produced by Apple, a number of characteristics are presented that have cultural significance in the way they are widely perceived. The ad takes place in front of a blank white background with simple piano and xylophone music playing throughout. duration. In the foreground are two figures, one man sits at a simple metal desk while the other stands aside. On the desk there are three piles of money, a large pile meant to represent advertising, the medium pile that the man draws on, and a small pile that represents the amount of money Microsoft spends to repair its computer system. exploitation. The man in the office wears a white shirt with the sleeves rolled up and a dark blue vest over it, black pants, dress shoes, a green visor for counting money, and a red "power tie." He is middle-aged and overweight and wears glasses. The other character appears to be in his twenties. This character wears a long-sleeved blue shirt, tight jeans and sneakers. He has relatively long hair and is relaxed. The older man sits in the middle of the paper......al artist. The plot of the advertisement illustrates a familiar allegory that has been repeated throughout history, the struggle between good and evil. As the PC budgets, heavily favoring advertising over repairing its operating system, it is declared the villain. While Mac suggests that the small amount to help his clients is not enough, he demonstrates sympathy for the PC audience and humility, positive values ​​in American society, and is declared the protagonist. When the PC then transfers all the money into the advertising pile, it further reinforces the stereotype of the corrupt businessman. Cultural symbols are displayed in this advertisement to enable the audience to understand the message conveyed within a short period of time. In this example, the message was a demonizing allegory which represented a competitor with qualities deemed negative. .