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.