In Apple’s Super Bowl commercial, “1984,” a situation is depicted in which a rebellious young woman is seen running away from police intending to destroy a longstanding truth, that the people are under the control and guidance of this big screen with a man talking to them. The exigence is the fact that at that time, IBM was the leading computer giant, and only large corporations were able to afford computers. The audience in this piece is the entire audience of the Super Bowl, the most watched football game in America, so the appeal is to an everyday person. One constraint Apple might face is that it is relying on the popularity of a book under the same name “1984” to relate to the audience, since the context of the commercial is the big screen with every person being fully attentive to it and practically under its control.

The purpose of this argument was to show the audience that upsetting the common belief that people cannot personally own computers. Here was this young woman, wearing an Apple shirt, changing the norm in the context of the commercial, in relation to IBMs strong hold on the computer business. The commercial was successful and sparked many sales in the days ahead.

Apple makes an appeal to pathos by invoking the scene from the famed book as people are familiar with the scenario. They appealed to ethos by introducing this new product which shows people that they might be true in what they say, because they are a credible computer company.

Technology has rapidly expanded through out the world and our lives. This did not happen much too long ago. In fact, its so recent that some of our parents don’ t have a clue on how to use our gadgets. The 1984 Apple’s Superbowl Ad represents the idea of a new era, of a technological era. The ad shows a group of “hypnotized” soldiers marching into a room with a big screen where a big “brother-like” figure speaks. A woman wearing orange shorts and a white tank top later runs into the room with a big hammer and swings it towards the screen where the man was speaking, creating a cold, bright explosion introducing the new innovation, Macintosh. The hypnotized soldiers represent the society/consumers who seem to be controlled by this voice and the ideas he was speaking of. The woman running towards the screen represents Macintosh and the power and force they were coming into the market with. When the woman swings the hammer towards the screen, an enormous explosion was created and thats when the minds of the consumers were freed and open to the new revolutionary product.

I have identified a couple of rhetorical theorems through out my analysis of the Superbowl ad. The argument being the most important theorem of my analysis was the idea of a revolutionary product. A completely new piece of technology that would be life changing for the world and its humanity. The purpose, which is connected to the argument, was to wake the consumers from those dominating absorbing companies, such as IBM, and show them an entirely new world of technology. The athletic woman who was nothing like the “hypnotized” soldiers is a contrast of emotions and values. This image represents the Pathos theorem by allowing us to see the woman break in to an empty emotionless community, and giving them life and value with her idea. I captured the Logos Theorem after the explosion on the screen happened and the man’s voice started mentioning the fact that 1984 would not feel like 1984, because of the fact that such a powerful and advanced tool was coming to the market. The ethos theorem is shown when after the woman had such courage of destroying this controlling system in order to give a new idea a chance.

The context of this ad during the 1984 Super Bowl came from the classic novel by George Orwell”1984″ in which he predicted a very haunting and chilling picture of the world . The creators of this commercial staged this daunting scenario of the men/prisoners as the exigence setting up a desperate need for a solution to this oppression. This zombie/mindless society is controlled by the dictator on the screen. It is important to take in all the symbolism and reference to any and all past historic reference to any oppressive society that has tormented its people. This is of course intended for us in a free America as the audience to visualize what our life would be like without any creative or independent possibilities. All of the language used, the volume at which the sound is directed to the audience is indicative of some dire situation. This is characterized as a constraint directed at the audience to persuade all who are watching that they are indeed in this situation and that this is the way of life and will always be. However, as we see the girl (who represents Apple computers- freedom, strength, and hope) throw her weapon and destroy the evil oppressor, we fully understand the message given here.

The images given to the audience surely appeal to the intellectual side or the logos reasoning of the audience. There is understanding that by possessing the instrument of the computer, man is completely free to think, explore, and create. Life is not black and white, it is full of color and imagination. Another artistic appeal is make the audience get involved with the rhetorical analysis is the pathos/emotional appeal. Surely it is difficult to watch the solemn and emotionless demeanor of the men marching, watching the abusive language of the man on the screen, the colorless and emptiness of life as it is represented. It is truly a manipulative method which is effective in a 60 second commercial message. As the screen is destroyed , there is raw emotion on the faces of the subjects who now realize their lives can now begin. How effective is this message, that our lives can now be enriched and self-determined with the creation of the Apple Computer.

Everything about the Apple Super Bowl Ad is fascinating and provides insightful details about the claim Apple was trying to make through their ad. One of the biggest claims that Apple was trying to make in their ad was that their new personal computer is different from the typical personal computer because it provides more individual freedom. The exigence in the Apple ad was that the problem that needs to be addressed is that the current personal computer manufacturers are not allowing people to use their computers freely because they are possessed by corporate greed. The audience in this ad are all those who use a personal computer. The subject here is the new release of the Apple computer. The purpose is to showcase the new Apple computer. The argument that Apple is trying to make is that their personal computer will be a catalyst in personal computing as they would be able to provide more individualized computers. The ethos is the advanced technology that Apple is creating and bringing into the world. The pathos is that Apple is appealing to people so that they become more individualized. The logos here is that the ad is using the 1984 novel to further their goals and use that as a logical reference. I think the person who watches the ad SHOULD act upon it because it is brilliant put together from an analytical point of view. Apple is claiming that they are going to revolutionize the personal computer industry and bring change to it, and the amount of effort and analytical thought they put into it shows their statement. 

Exigence- The exigence of this Apple ad is the need for something new. It brings forth the problem of all computer and technology being bland and similar, and how that needs to change.

There were stark similarities between the SuperBowl Ad and the book 1984. It clearly appears to be a dystopian society where a few are in control (the man talking on the screen). Then the one who stands against the authority is chased down by law enforcement. This immediately reminded me of the Thought Police in 1984. They persecuted whomever stood against the ideologies of the Inner Party. The audience watching the screen appeared to be in a trance, almost dreamlike state. They all wore the same clothes, were bald, and were alien and futuristic. This is also the case for the general population in 1984. Their ideas and beliefs are all regulated by the Inner Party. When the sledgehammer is thrown into the screen, the audience reacts with what is seemingly shock and horror. This was the emotional appeal, or the pathos. The female with the sledgehammer is chased by men with masks who seem intent to bring her down.

Of course, Apple’s main intent for showing this ad was to attract customers. The intended audience is everyone who wishes to utilize technology. Although it was shown as an advertisement during the SuperBowl, that was just a platform and opportunity to introduce. The SuperBowl is televised nationally and Apple wanted to introduce their product on a national scale and ultimately sell publicity. Apple wanted to show that Macintosh was different from the rest. It wanted to show that Macintosh was revolutionary. The exigency was the introduction of a new type of computer, a personalized computer. The logos is the similarities between the ad and the book 1984. Apple is stating “it will not be 1984”. It will not be a time of where one institution is almighty.

This ad was introducing a new macintosh computer and the way the creators did it was in a whole different type of way. They first began the ad with human like robots. They were all the same and following each other to a big hall. Once they arrived there, they looked up to a big screen in which, “big brother” was speaking to them. Afterwards, a girl comes in running, with police officers trying to catch her and she throws a hammer to the big tv destroying it and waking the human like robots.

The exigency and subject of the ad was a new macintosh computer. There was to be new technology, that would change 1984.

The audience was everyone, it didn’t really target a specific group. The way the creators targeted this new computer was through the superbowl, which of course everyone in America was watching the game and commercials.

The constraints of this ad was the time, how long this ad would go on was up to the creators.

The purpose of this ad was to introduce a new and revolutionary computer that would change America. A new computer would be the new future of that year.

The argument of this ad was to show that a new computer would be the future. That everything in the technology world would change. The way this was portrayed was different and if I was living in 198 I would agree that we do need a new computer to be better.

The pathos  is to make people want and need this new product that was being shown. That it was a product that everyone must have.

The ethos is Apple, they are the ones who are persuading people to get this product.

The lagos in this ad that if you have this computer, you are part of the new world, you are entering the future.

At a time when the internet and such technologies were limited, there were few leading companies that shared most of the power in the computer industry circa 1984. Being that the number of competitors was so low, the strain between the largest corporations was very high: they were always looking to outreach one another. When Apple released their Super Bowl ad “1984” it can somewhat be implied who the attack is meant to be against: one of their rivals, most probably IBM. The exigence of the ad, or the “condition that invited a response,” was Apple’s need to release something substantial in order to maintain their competition against their opposition (mainly IBM). The audience, skillfully chosen, was everyone who tuned in to one of the most popular televised programs of the year, the Super Bowl. This included parents, teachers, entire families, business people, students, and anyone who would potentially be interested in a Mac. They are the targeted audience because they are the consumers and are possible customers for the new Apple product. One significant constraint that the ad had when released was the fact that many people watching the Super Bowl may not pay attention to the commercials that break up the game therefore limiting their audience. It is also extremely expensive to run an ad during the Super Bowl, making cost (and time) a big constraint on how long and inclusive their advertisement can be. The subject of the advertisement is the upcoming Mac, and it’s given “heroic” quality. Apple is emphasizing (and of course exaggerating) an argument in “1984” of how negative the future will turn out as shown if society is follows under their competitor (which is speculated to be IBM). In the ad it is indicated that the Mac will save society from the mindless control that will come with the power of this/these other said company(ies). The whole purpose of the ad is to get the audience to buy the new computer by proving its superiority over others the market. This advertisement aims at convincing people that they should believe Apple and if they don’t they will be contributing to other companies that will take over and dictate the scary dystopian future they showed on screen. The audience should believe the facts (logos) because the future of technology at the time was uncertain and the possibility of such occurrences was indefinite. Why even take the chance? And IBM was a popular company, could it have become a monopoly in the future? The emotional appeal of this ad (pathos) is found within the deep, intense music, background, mood, and colors that are used. They are meant to instill a sense of fear in the audience, fear that can be fixed by Apple’s product. I believe ethos, or trust in the brand and their message, is built behind the fact that the company is already credible and well known by consumers. Apple also did well releasing this ad at the time that they did (kairos). It was only the beginning of soon to be fast developing technology and it was put out during a time where not many people knew much about where it would lead in the future and it was easily brought to people’s attention that the possibility of AI by IBM taking over is there. It also just brought questions into people’s minds about which brand was better, which was more loyal, and which would provide them with the best and safest services, and this public service announcement, shown during the Super Bowl when competition and opposing sides was fresh on viewers minds, made a big statement on that.

Emily Weiss

02.16.2016

The exigency of this ad is the need of technological advancement, which in this case is the Macintosh.

The audience of this ad is the millions of people who watched the Superbowl, and broadly, the audience is the world. I found the ad to be quite scary with the background noises.

The constraints of this ad is the cost of the ad and the time limit and space that it has to display it.

The subject of this ad is Apple’s new Macintosh computer.

The purpose of this ad is to persuade the audience to believe in technology, that the Macintosh is what the future will be like. The creators of the ad wanted people to buy the Macintosh.

The argument and reasons that you should act on or believe the argument is that the ad showing a prediction of what the future would be like. Apple wants to give everyone the impression that they are looking at the future, the new product they are promoting.

Ethos in this ad is the advancement of technology (Macintosh). It might also be that everyone in the ad are like robots, and there is only one lady who actually broke free.

Pathos in this ad is the creepy side and where a woman runs up and make an explosion.

Logos in this ad is humans who are like robots and the display.

Kairos in this ad is when the girl runs in and make an explosion. Overall, in the Superbowl, this Apple Commercial is the kairos because it surprised everyone.

I had to watch this ad a few times in order to understand what was going on. I imagine it must have been confusing or even shocking for those who were watching the ad in 1984. The advertisement had a futuristic feel to it.

In Apple’s 1984 ad, there is a great deal of rhetoric you are experiencing and being subjected to that you would not notice had you not taken the time to analyze it. At first glance you think, the video is only a minute long. How could there be all of these elements of a good rhetoric, in depth, in one minute? Well to start, exigence. The urgent need or demand; it is the circumstance or condition that invites a response. In other words, exigence is the problem. The problem that is being presented in this commercial is the drones that they have portrayed people to be becoming. Perhaps due to competitors like Microsoft, everything is bland and uniform, everyone has the same sort of experience. The ad directors created a situation so dismal that anyone would feel a need to quell it.
The Audience is those who are the ‘intended or unintended’ recipients of the rhetorical message. The audience should be able to respond to the ‘exigence’. They are there to address the specified problem. The audience in this particular instance were the viewers for the superbowl of that year. These people were deemed to be the target audience for this product. Based on studies or statistics these people are most likely to identify with this message or the exigence and want to change it. However most importantly, these people have the ability to change it by buying their products. The audience determines the type of language used or the formality of the message, whatever is appropriate.
The constraints of the rhetorical message are the things that ‘modify the exigence’. Constraints control how we view the rhetoric, how it is presented. In the 1984 ad, it is limited to a one minute commercial during the superbowl. There is a lot of artistry and tact involved in delivering a powerful and effective message in one minute. The time allotted affects the use of the ethos/pathos/logos. The subject of this ad would be the mac computers trying to change the world, or the way it is portrayed to be headed. There are many elements of rhetoric tried into the exigence. The audience are the ones who can address the problem, and the purpose explains the significance of the problem. In other words, what does the exigence want me to do. The purpose is a sort of call of action by being a patron of Macintosh. You have to ask, what do they want me to believe after seeing this? That Macintosh will change the world, even save it from uniform monotony. The purpose is exigence taken to the next step. It is the problem and the purpose of the problem.
The argument is the most persuasive element, argument from reason. It appeals to our intellectual side. The argument here is that Mac is the way of the future and it is the right choice, and you know it. It is not my personal beliefs but it seems that the reason we should believe or act on this argument is that it is trying to convey that ‘this is your future if you allow society to continue as it is today. This is what Microsoft and other competitors look like. Macintosh is individuality, it is choice, it is color, it is breaking the mold.With respect to Ethos, Pathos, and Logos, the Ethos is the credibility as Macintosh. We have a certain amount of respect for commercials aired during the superbowl because of their notoriety and their cost. Mac must be a huge up and comer to have this air time. The Pathos is the emotional appeal. The fear, the worry the inspiration the passion. The ad shows an epic woman in color single handedly smashing the screen that the mindless colorless drones are plugged into. This drives people. Pathos is especially effective if the message must be delivered in a short period of time, like in this commercial. It is more pathos than anything else, not that it is entirely lacking any of the three. Logos tends to flatter your intelligence and appeals to it in a way that says ‘you are not dumb enough to become one of these people. You are better than these drones. You can change the world. You can be different. That’s why we are showing this to you. That’s why this appeals to you.’ Kairos is another ancient greek word meaning the right time or the opportune moment. Airing this one minute ad during the superbowl is clearly the Kairos. The superbowl is one of if not the most viewed event on television in America. The audience could not be greater, the emotions could not be higher.

The subject is Apple’s new Macintosh computer.  The purpose of the rhetoric is to convince people to buy Apple’s computer, and Apple argues this by contextualizing the release of the computer in terms of Apple vs. control.  Apple is portrayed as breaking down systems or control and setting people free.  This makes buying the Macintosh computer an act of rebellion and an exercise of freedom.

The audience is the millions of Americans watching the Super Bowl.  This is a very large and diverse audience, which introduces some constraints.  The first, and biggest, constraint is the sheer size of the audience.  Apple had to make references that the majority of Americans would understand.  Therefore, they used 1984 because even though most American’s haven’t read the actual book, most are familiar with the main ideas behind it.  The other constraint was time.  Apple couldn’t make a feature-length film based off 1984 to market their new computer.  They had to condense their message into a minute-long ad.  So the only words you actually hear, besides the ramblings of the man on the screen, are Apple’s announcement of it’s new computer and its short assertion that “1984 won’t be like 1984.”

The pathos, or the appeal to values, is Apple appealing to American’s sense of independence and antipathy towards authority and control.  These values are exemplified by the popularity in America of the book 1984, which Apple takes advantage of to market its product.  The “ethos,” or appeal of credibility, is achieved through Apple identifying itself with with the woman breaking the screen.  Perhaps some Americans in 1984 thought modern technology would bring us to a dystopian future.  Apple positions itself on the side of the common person, against that sort of dystopian future where technology controls our lives.  The logos, or appeal to logic, is indirect but still effective.  Nearly all people, regardless of political ideology, are at least theoretically opposed to centralized control as seen in the Apple advertisement.  Even those whose ideologies have lead to centralized systems of oppression think of themselves as opposing such systems.  Apple appeals to this undercurrent in almost all ideologies, opposition to oppression and restrictions on freedom, and positions themselves on the right side of it.  “Kairos” means an opportune time or the supreme moment.  The “Kairos” in this commercial is when the woman is running toward the screen with the guards chasing behind her and just barely throws the object at the screen before the guards get to her.  If she had run just a little bit slower the guards would have caught her and the best moment, or Kairos, of the ad would have been lost.

With heavy allusions to George Orwell’s 1984, Apple sets the tone for its Superbowl commercial for the newest Macintosh computer. For the most part of the advertisement the only words spoken are those coming from the tyrant giving a speech on the screen. The images of the tyrant on-screen, the girl with the sledgehammer along with the drones marching are powerful, and the coloring of them is what makes them so powerful. These were all constraints that helped to modify the exigence and affect how the rhetoric is presented and how the viewer views and understands the advertisement.  The commercial has a pathos appeal to it, it appeals to emotion, which is allowed by the powerful images and message that Apple is trying to get across through the ad. The exigence in this ad seems to be the idea of blindly following in the footsteps of others which includes both large government forces and corporations. In response to such circumstances, Apple presents their product as something new and shows the girl shattering the screen with the tyrant still speaking on it as a way to show the end of blindly following someone. Logos is represented in this commercial through the connection this ad makes to 1984, since logos is the reasoning and logic behind the ad. The logic behind this is that in Orwell’s 1984, he predicted that one day the population would blindly follow everything that they would be told to do. Apple was trying to compare their product as something new and to have people stop blindly following the general public and buying IBM computers and to instead buy their computers.

The point of this ad was to show that there is no problem with straying from the norm and the ad was meant to appeal to adolescents and adults, especially those that wanted to be different. Kairos which refers to timing can be analyzed in a few different ways concerning this advertisement and one of those is what was happening in the United States at that time. The advertisement was first aired during the Superbowl, which is a largely watched sporting event within America, therefore allowing us to assume that a majority of Americans were tuned into their televisions as the commercial aired. In the few short seconds of the commercial Apple was able to supply a purpose and reasoning on why one should be investing in their Macintosh. The purpose of the advertisement was to get as many people as they possibly could interested in the product and wanting to buy it. The reasoning behind why one should invest in a Mac over another laptop was that everyone should be unique like a Macintosh and not a follower who bought what everyone else had, which connects the commercial to Orwell’s 1984.

Before getting into the analysis of this 1984 Apple Superbowl TV ad, I just wanted to point out that I had no idea that this was the way Apple introduced their Macintosh computer, and found it such an interesting marketing campaign! I did a quick Wikipedia search to get some more background information about this famous debut. I learned that it was introduced by a $1.5 million Ridley Scott (film director and producer) television commercial. Regis McKenna (marketer) called the ad “more successful than the Mac itself”!

The ad played off of George Orwell’s book, Nineteen Eighty Four, which is about the population in fictional Oceania where the people are controlled by the oppressive Inner Party (who prohibit free thought, sex, and any expression of individuality). The exigence of the ad, or the “circumstance or condition that invites a response”, is the fact that there were a lot of technological advances during this time, and Apple wanted to list their new product. The audience, or “the (intended or unintended) recpients of the ad”, were of course, the Superbowl watchers. Families are usually together during this time, and particularly very engaged in the game at this time (it was aired during the 3^rd quarter of the game). The constraints of the ad, or the factors that “constrain decision and actin needed to modify the exigence”, would be the technical constraints like time (commercials can’t be that long), visual constraints like making sure that the content (images) are appropriate for all watchers, and even financial constraints because commercials aired during this time are extremely expensive. The subject is the release of Apple’s new Macintosh computer, and its purpose was to publicize the release and convince watchers of its excellence. Their argument was purporting that the year 1984 will be different because of the release of their new product (obviously a “punny” argument because Apple is referencing to the Nineteen Eighty Four novel and trying to say that their technology will allow freedom within individual expression). The ethos, or “the credibility of the rhetor”, wasn’t so apparent because the ad didn’t use much information to prove themselves. The pathos, or the “appeal to emotion” could be the “breaking” of the screen. This might have connected with the audience’s emotions because it makes them feel like the “routine” is being broken and replaced by something else (perhaps something better). The ad connected to logos, or the “argument from reason”, as it claimed that “On January 24^th, Apple Computer will introduce Macintosh. And you’ll see why 1984 wont be like “1984””. The Kairos of the ad, or the timing of the ad (the right or opportune moment) is the timing of when they decided to air/release this information. By airing the commercial during the Superbowl, they maximized their audience viewer count!

I personally wasn’t the biggest fan of this advertisement, but the oddity definitely grabbed my attention– which was probably the whole point!!

Having done some research to comprehend the context of the commercial aired by Apple in 1984, I understood the exigence to be rejecting the fact that the government and large corporations should exclusively have access and control over computers and technology; therefore, introducing the Macintosh, each person will be able to control his or her computer. The intended audience would be everyday consumers, particularly those watching the Super Bowl, as this is a product Apple wanted to make accessible to everyone. There are several constraints to this rhetorical message, first being that it is a commercial during the Super Bowl, and therefore, needed to be short and succinct. Similarly, another constraint was probably companies that air commercials, I would think they wouldn’t want to air something that was too outrageous or problematic. Likewise, the cost of running commercials, particularly during the Super Bowl are high.
The subject is Apple, a technology company, whose prose is to convince consumers that they should be the ones in control of their technology, and therefore, purchase the new Macintosh. The argument is the most interesting part of the commercial. The product isn’t shown at all; however, they way Apple attempts to persuade is to draw a parallel of totalitarianism from George Orwell’s 1984 by featuring Big Brother on a large screen in front of many people, establishing unity and eradicating autonomy, to recent advancements in technology. In comes the heroine, which I assume represents Apple, throwing a sledgehammer at Big Brother, which is I assume is meant to represent big corporations and government, resulting in an explosion.
I believe the commercial strongly uses pathos, establishing that everyone values autonomy and freedom, and that the new Macintosh will bring consumers just that. The logos in this commercial would perhaps be assuming that George Orwell’s predictions of dystopia in the near future may be plausible and to avoid that we must, therefore, take the necessary precautions and limit corporations in controlling technology. Perhaps the ethos of this commercial has to do with the fact that Apple been creating advancements in technology and has already designed a tool that will be introduced for individual technological governance [the Macintosh]. The kairos of the commercial ties in with the prose, as the goal of Apple was to target everyday consumers (who most likely watch sports on t.v.) and aired this ad during the most-watched game all year. As nobody expected a commercial like this, playing on the dramatic novel, 1984, and slightly comparing it to current-day society, the commercial left a lasting impression on viewers.

Apple’s ad begins with a crowd of people that seem to behave like drones. They all act the same way, with the same expression, as they filed into the room to watch the screen. The exigence is to get the audience watching the commercial to buy the Macintosh which would revolutionize their experience with computers. The audience is the potential buyers bored with their current computer experience. This type of audience is illustrated through the drone-like people.

The constraints would be the time limit of a Super Bowl ad. It probably wouldn’t be as expensive back then as it is now, but commercials often have a time limit. There was no conclusion after the lady destroyed the screen. It didn’t show how the drone-like people responded to the broken screen or the action of the guards that ran forward.

The subject is the macintosh with the purpose being to persuade the audience to buy it. Their argument is that the macintosh experience will be nothing like the current computers. It would be revolutionary–like how the lady was for the screen in the ad. The credibility is the company, the pathos is quite possibly the boredom the audience has for the current computers, and the logos is that the macintosh will change everything. As for the bonus, kairos, perhaps it’s the Super Bowl. The Super Bowl would have an audience.

Apple’s “1984” super bowl commercial was the first to change the way the event was seen. Apple had specifically created a commercial meant for the event, something that’s never been done before. The exigence that lead to this such action was the fact the Steve Jobs clearly believed that the American population was being brainwashed by technology. With the apparent connection to the novel, “1984” by George Orwell, it seems Apple believed that a few privileged people were controlling the rest. The rest in this case seem to be the American population, the target audience; the super bowl being the perfect place to reach as many Americans as possible (Over 75 million to be exact). The constraints of the advertisement are that it couldn’t directly call out the people that created this problem that needed fixing, therefore leading them to use juxtapose it with a fictional portrayal.

Of course the subject of the commercial would be the Macintosh computer and its purpose is aimed at advertising it. They try to convince you that this computer is bringing change by showing you a problem associated with its competitors; they give the users no freedom. Their competitors control and decided how and what the users will see and interact on their computers. Apple wanted to change that and give the people who purchase Macintosh freedom. Steve Jobs definitely used pathos in this commercial to get people to be disgusted and emotional repulsed by the technology they have been accustomed to. He used logos to help people understand how they will be empowered by this revolutionary change and used his credibility or ethos to reinforce the bold statements made by the commercial.

Apple’s “1984” ad promoting the release of the first Macintosh computer is making a big statement in a quite attention-grabbing way. The ad’s exigence, or according to Bolin Carroll, “the circumstance or condition that invites a response”, is the announcement of the first Mac. Since the ad is trying to make a statement using George Orwell’s political satire, 1984, its audience would have to be adolescents and adults that are familiar with the book. The next piece of the rhetorical situation is the constraints. Because this is a Superbowl ad, the time that Apple has is very limited and extremely expensive. Superbowl ads tend to compete for the most memorable one, therefore Apple must have put in a lot of effort to make the ad as unique and unforgettable as possible. When looking at the subject of the ad, I would assume that the main subject would be the computer itself. Its purpose is to make its audience believe that in order to stand out from the crowd and avoid being a mindless drone in society controlled by the government, one must purchase a Macintosh computer. The argument of the ad is definitely aimed at persuading the audience that Apple is not only original, but the best choice for purchasing a computer; we can see that through the strong pathos appeal. The ad is comparing us to a dystopian society controlled by a totalitarian government, and the ruler or rather the “tyrant”, who is based off of “Big Brother” in the book, is meant to represent Apple’s competitors. The goal is to make the audience feel that as consumers, they have the option to be different. The strong images of the people that resemble robots is meant to further convince people that being unique is important. The ethos, or the credibility of Apple, is hard to find in the ad. Because it is a satirical approach, and there are no statistics or any technical language, a lot of people may simply take the ad as humorous. Logos, or the argument from reason, is meant to appeal to “an audience’s intellectual side”. Since the ad is based on a controversial book, one can say that the idea of the ad alone requires speculation and analysis. However, the ad itself does not include any real data or facts. The kairos, or the “timeliness”, of an ad is crucial to its success. Apple released this ad during the Superbowl, where it was watched by a significant amount of people. Apart from the specific day it was released, it was also 1984, a decade that is known for big strides in technology.