The advertisements that I will be focusing on are for the Apple products iPod, iPad, MacBook Air, and the iPhone4. Each of these advertisements has the compositional elements that I have listed, and all have the ability to reify by challenging the myth that technology is difficult. Mackay describes Apple as being a "sophisticated 'reader' of cultural change" and a company that has "been a key actor in creating and sustaining a succession of myths about the emerging information society, defining problems, configuring users and exercising closure." He claims that its success in these creations is due to its use of "considerable attention to, or even mainly through, aesthetics - as might be expected, but unlike other manufacturers. It has done this through its design and marketing; but users, too, have played a powerful role in constructing meanings and shaping the technology" (Mackay, 19). These advertisements are commercials that Elin and Lapides would call "image commercials". Their "focus is on creating an aura, or image, for the product, service, or company; this kind of advertising is also thought of as selling an idea. The goal is to leave the consumer with positive feelings toward the company, product, or service, which will eventually lead to sales" (Elin and Lapides, 4). These advertisements tell the viewer that with these products their lives will be at ease, everything will be as sleek and simplistic as the advertisements and the products themselves, and it lets the viewer know that it all lies within their hands. These advertisements are not demanding advertisements, but more so offer to the viewers this ease and simplicity. They show them what they can have, what is out there, and what they do not have. Many of the recent iPhone4 commercials begin with the words "If you don't have an iPhone..." then go on to explain all that an iPhone can do, and end with the words "So if you don't have an iPhone...well, you don't have an iPhone." The goal of these image commercials does not have to do with advertising specific product qualities as much as it has to do with aligning "the company or the product with a particular consumer group, lifestyle, trend, or current event, and the end goal is to increase awareness of and positive feelings toward the advertiser or its products" (Elin and Lapides, 4). So it is very clear that the purpose of these advertisements are to let the viewer make the choices, to present to them the offer, and to allow them to make the choice to step into the world of Apple. Once again, the option lies within their hands.