The exigency of this ad is the need of technological advancement, which in this case is the Macintosh.

The audience of this ad is the millions of people who watched the Superbowl, and broadly, the audience is the world. I found the ad to be quite scary with the background noises.

The constraints of this ad is the cost of the ad and the time limit and space that it has to display it.

The subject of this ad is Apple’s new Macintosh computer.

The purpose of this ad is to persuade the audience to believe in technology, that the Macintosh is what the future will be like. The creators of the ad wanted people to buy the Macintosh.

The argument and reasons that you should act on or believe the argument is that the ad showing a prediction of what the future would be like. Apple wants to give everyone the impression that they are looking at the future, the new product they are promoting.

Ethos in this ad is the advancement of technology (Macintosh). It might also be that everyone in the ad are like robots, and there is only one lady who actually broke free.

Pathos in this ad is the creepy side and where a woman runs up and make an explosion.

Logos in this ad is humans who are like robots and the display.

Kairos in this ad is when the girl runs in and make an explosion. Overall, in the Superbowl, this Apple Commercial is the kairos because it surprised everyone.

I had to watch this ad a few times in order to understand what was going on. I imagine it must have been confusing or even shocking for those who were watching the ad in 1984. The advertisement had a futuristic feel to it.