Technology has rapidly expanded through out the world and our lives. This did not happen much too long ago. In fact, its so recent that some of our parents don’ t have a clue on how to use our gadgets. The 1984 Apple’s Superbowl Ad represents the idea of a new era, of a technological era. The ad shows a group of “hypnotized” soldiers marching into a room with a big screen where a big “brother-like” figure speaks. A woman wearing orange shorts and a white tank top later runs into the room with a big hammer and swings it towards the screen where the man was speaking, creating a cold, bright explosion introducing the new innovation, Macintosh. The hypnotized soldiers represent the society/consumers who seem to be controlled by this voice and the ideas he was speaking of. The woman running towards the screen represents Macintosh and the power and force they were coming into the market with. When the woman swings the hammer towards the screen, an enormous explosion was created and thats when the minds of the consumers were freed and open to the new revolutionary product.

I have identified a couple of rhetorical theorems through out my analysis of the Superbowl ad. The argument being the most important theorem of my analysis was the idea of a revolutionary product. A completely new piece of technology that would be life changing for the world and its humanity. The purpose, which is connected to the argument, was to wake the consumers from those dominating absorbing companies, such as IBM, and show them an entirely new world of technology. The athletic woman who was nothing like the “hypnotized” soldiers is a contrast of emotions and values. This image represents the Pathos theorem by allowing us to see the woman break in to an empty emotionless community, and giving them life and value with her idea. I captured the Logos Theorem after the explosion on the screen happened and the man’s voice started mentioning the fact that 1984 would not feel like 1984, because of the fact that such a powerful and advanced tool was coming to the market. The ethos theorem is shown when after the woman had such courage of destroying this controlling system in order to give a new idea a chance.