Building a False Identity

It's no secret that companies go to great lengths to pull on your heartstrings and build a positive image for their company. If you're like me, you don't necessarily keep up on all the current events. And if you're as young as me, you don't have the luxury of having observed companies evolve over the past few decades. Up until a few weeks ago, I wasn't that aware of the power of commercials and the messages that they try to send. Since then, my senses have kicked into overdrive and observed that the company portrayed in the commercials isn't quite the company it is in real life.

Man! Don't you feel good about Microsoft after that commercial? For the past couple years, Apple has held the title as the cool, hip company while Microsoft has suffered as the nerdy, boring computer company. But in this commercial, PC's try to strike back. They show diverse, yet average people countering the exclusive, elitism of Mac. They show people helping to teach children and working to save the earth. But in reality Microsoft is not the kind, friendly company it portrays itself to be.

Microsoft seems almost like an underdog in its recent advertising battle against Apple. But for decades the company has been known as an evil empire, facing antitrust suit after antitrust suit. Recently, Microsoft has faced problems in Europe where they faced an antitrust charge for packing the Internet Explorer web browser with their operating system. The two parties eventually settled in late 2009, but this case marks the end of a costly decade as Microsoft has racked up fines and penalties amounting to 1.67 billion euro in Europe.

Keeping up on the current events of a company is crucial in determining its actual identity. Companies always try to build a positive image in their commercial, while doing their best to sweep the bad press under the rug. But if you can pierce through the facade, you can see the true face of the corporation. This information can allow to decide for yourself whether or not this is a company you want to support. And it might be tough, but avoid being sucked into those affective marketing schemes. After all, nobody wants to be a corporate tool.

Works Cited:

The New York Times "Microsoft Fights Antitrust Charge Over Its Browser"

The New York Times "Europe Drops Microsoft Antitrust Case"

http://www.youtube.com/watch?v=xJHMkSpEuAY

http://smt-info.com/wp-content/uploads/2009/12/microsoft_logo.jpg