The context of this ad during the 1984 Super Bowl came from the classic novel by George Orwell”1984″ in which he predicted a very haunting and chilling picture of the world . The creators of this commercial staged this daunting scenario of the men/prisoners as the exigence setting up a desperate need for a solution to this oppression. This zombie/mindless society is controlled by the dictator on the screen. It is important to take in all the symbolism and reference to any and all past historic reference to any oppressive society that has tormented its people. This is of course intended for us in a free America as the audience to visualize what our life would be like without any creative or independent possibilities. All of the language used, the volume at which the sound is directed to the audience is indicative of some dire situation. This is characterized as a constraint directed at the audience to persuade all who are watching that they are indeed in this situation and that this is the way of life and will always be. However, as we see the girl (who represents Apple computers- freedom, strength, and hope) throw her weapon and destroy the evil oppressor, we fully understand the message given here.

The images given to the audience surely appeal to the intellectual side or the logos reasoning of the audience. There is understanding that by possessing the instrument of the computer, man is completely free to think, explore, and create. Life is not black and white, it is full of color and imagination. Another artistic appeal is make the audience get involved with the rhetorical analysis is the pathos/emotional appeal. Surely it is difficult to watch the solemn and emotionless demeanor of the men marching, watching the abusive language of the man on the screen, the colorless and emptiness of life as it is represented. It is truly a manipulative method which is effective in a 60 second commercial message. As the screen is destroyed , there is raw emotion on the faces of the subjects who now realize their lives can now begin. How effective is this message, that our lives can now be enriched and self-determined with the creation of the Apple Computer.