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.