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.