In today’s society technology plays a large roll in everyday life. A person can’t even wake up in the morning without a high tech alarm clock. Technology and society are completely interwoven. “Technology has become our environment as well as our ideology,” writes the Dutch social critic Michiel Schwarz. “We no longer use technology, we live it” (Schwarz & Jansma, 1989, p.3). People have come to a point in society where they can do almost nothing without technology being involved. They need it to have control in their lives. “It is this desire for control that often backfires when humans assume a position of extreme dependence on technical artifacts, and the lines blur between who is the master and who is the slave” (Glendisdrug, 2001, p. 23A ). Therefore when something goes wrong and technology doesn’t work quite the way they hope or expect it to the tables turn
Compaq has reached out to everyone. Everyone wants to have more freedom and more control in life. Everyone wants life to be a little easier. People have become slaves to these so called conveniences and Compaq knows this. Everyone is run by the technology in life and if a company can make their technology more appealing then they have succeeded in selling their product. If they can present a more convenient, personalized computer with everything a person needs and nothing they don’t then they have won. Society is so entrenched in the technological world that they hardly know it exists and so they are able to be drawn into an ad and believe they are in control and that this personalized computer is run by them and that it is exactly what they need.
An ad from the computer company Compaq, found in PC Magazine, plays on this need of control in people’s lives and this complete reliance on the technology arou
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