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.