Constraints- This ad is obviously constrained by time and money, but it is also constrained by tradition. While it’s point is that people should break from tradition, this keeping to tradition might keep people from agreeing to that. There is also a constraint of knowledge- for not everyone may understand the ad if they have no knowledge of 1984.

Subject- The subject of the ad is the new Apple Macintosh computer.

Purpose- The purpose of this ad is to raise awareness, and eventually revenue, for the Apple Macintosh computer.

Argument- The argument being argued is that people should buy Apple Macintosh’s computer because it is revolutionary and will be very different than the traditional bland style.

You should believe the argument because

Ethos- Referencing a classic such as 1984 may lend to the ethos of Apple.

 Pathos- People don’t like to be boring, so playing on that emotion is using pathos. Viewers will also react to the comparison of society to the society of 1984. People do not want their society to come to this, and will probably do whatever it takes  to avoid that. And, according to those working in the Apple Marketing, buying an Apple computer will do that.

Logos- Apple is playing to the Logos of it’s audience, giving a logical argument that they should want to stand out and be different. They are also playing to the logos by making the audience really they should want to use their logos.

Kairos- The computer was launched actually in 1984. This timing worked very well, because it was not an arbitrary year. It was a brilliant play on the novel, showing that with Apple computers, we  can avoid a world in which this novel comes to life.