mac vs pc http://www.youtube.com/watch?v=KNnX6XRQBec
In this advert you can clearly see how the director of it uses cultural code to make us prefer Mac to pc. He does this in many different ways the most prominent of which is imagery. for instance as soon as the advert begins we see a young, slim,  attractive man wearing casual clothes with a smile on his face representing a Mac. Then next to him we see a nerdy overweight middle aged man in a suit with glasses representing pc. Because of how we see the world we automatically associate our positive feelings with the casual man and thus a Mac. The pc character then competitively tells the Mac that he has finished a home video and thinks his is much better than the Mac’s. Not only is Mac’s home video represented with an attractive, bubbly blonde but he is also calm and chilled about the pc's competitive challenge making him appear even more superior due to him not only winning but also being modest and kind to the pc despite his attitude.