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.