Thirty-two years ago Apple released its first commercial during the Super Bowl. The ad contains multiple references, including its title, from George Orwell's dystopian novel “1984”. The idea was conceived by Brent Thomas and Steve Hayden who decided on the brilliant tagline “Why 1984 won’t be like 1984”. The famous Ridley Scott directed the ad while actress, model, singer, and athlete Anya Major played the lead role. Apple’s “1984” has several instances in which one can observe the use of the three appeals: ethos, pathos, and logos. “1984” uses Aristotle’s three appeals to endorse the new Macintosh and put Apple on the market. More specifically, the use of ethos is blatantly obvious in the ad. Ethos is needed for advertising to be taken …show more content…
Many components can be categorized with credibility. Starting with the obvious fact of the ad being part of the Super Bowl, something which will always bring great credibility to the company advertising. Getting a spot in the Super Bowl can be considered a breakthrough accomplishment. The thought of the commercial not making it to the screen lingered, but was just a passing feeling. Apart from being a super bowl ad, the fact Apple referenced from a largely known book adds credibility. Other than referencing from a widely known book, it is not uncommon for “1984” to be compared to the film “The Wizard of Oz”. While many comparisons can be made to the movie, one in particular stands out. Inside of Stein’s “Quarterly Journal of Speech” the statement “When the running woman is fully shown in full shot she can be seen to be wearing red shoes, and the fully saturated colors of the Apple logo lighting up the screen after it shattered tells us that we are not in Kansas anymore” (Stein, 17). Being compared to such a famous movie adds credibility. The comparison Stein is trying to point out is obvious. The screen shattering is symbolic for the change the Macintosh can make, like being in a new place. Apple took a chance with not showing a single example of the Macintosh. Instead the point to get
A 1970 advertisement for Grove Press’s Diary of a Harlem Schoolteacher features language that Coca-Cola had used in previous advertising campaigns: “It’s the real thing.” In a letter to Grove Press executive Richard Seaver, Ira C. Herbert of Coca-Cola urges Grove to discontinue the use of the phrase. Herbert employs a formal but assertive tone, a rather simplistic essay structure, and a single appeal to logic. In retort, Seaver writes a ridiculing letter which claims that there is no reason to discontinue stop the use of the slogan. The letter refutes each of Herbert’s points, while degrading his position with sarcastic attacks and effectively employing multiple appeals. Thus, Seaver’s letter is the more persuasive of the two.
The American people are easily swayed by the abundance and/or cost of products on the market. As a direct result of this truth, America has fallen into pitfalls in the name of cost effectiveness and consumerism. Pollan gives the examples of the Alcoholic republic and the Republic of fat in which he compares and contrast the causes and results of American lifestyles and the affluence among other changes in our culture and history. Mainly, that Americans will never exhaust their greed and gluttony. Pollan uses ethos, pathos, and logos to successfully persuade his audience to see his point of view.
- The best example is to keep the logo as clean and clean as possible, Google company logo
The three authors Melissa Click, Hyunji Lee and Holly Holladay use of credibility or ethos in the text is well known. They conducted research within Lady Gaga’s fanbase or her Little Monsters and asked them questions regarding the movement they are a part of. Their interviews and discussions show ethos as they discuss how the little monsters believe that Lady Gaga respects them as human beings and wants them to send a message to other people regarding acceptance. We get a viewpoint of how they love her persona because she does not try to fit in with others, but makes a name for herself. The authors also use a sense of pathos as information or what is referred to as emotional text. The emotional text comes from discussing how successful Lady
There are many people who see space as the last and greatest frontier for humankind. There are many groups who are leading the way and NASA is one of them. But should our tax dollars be invested in such an idea? No, according to British history professor Jerry DeGroot. His thesis, in the article “is that United States should, a sensually, defund NASA. From what I can tell, he uses mainly pathos to try to sway his argument, leaving very little appeals to ethos and practically none to logos. I’m going to explore these three appeals, as well as many of the fallacies he uses within the piece.
On September 11, 2001, America was forever changed. On this day, America faced the biggest terrorist attack that had ever been carried out; thousands of people lost their lives that day. Throughout the sadness and mourning of this terrible event, George Bush addressed the nation with one of the most memorable speeches. When President Bush addressed the nation, he stated that America is strong and they could try to bring us down, but we will not be broken.This speech gave hope to many Americans and helped them remember to stay strong. This day will be forever remembered for all the souls that lost their lives and the brave people who threatened their own life to save others.
Today’s commercials cloud the viewers’ brains with meaningless ritzy camera angles and beautiful models to divert viewers from the true meaning of the commercials. The advertisers just want consumers to spend all of their hard-earned money on their brand of products. The “Pepsi” and “Heineken” commercials are perfect examples of what Dave Barry is trying to point out in his essay, “Red, White and Beer.” He emphasizes that commercial advertisements need to make viewers think that by choosing their brands of products, viewers are helping out American society. As Rita Dove’s essay “Loose Ends” argues, people prefer this fantasy of television to the reality of their own lives. Because viewers prefer fantasy to reality, they become fixated on the fantasy, and according to Marie Winn in “Television Addiction,” this can ultimately lead to a serious addiction to television. But, one must admit that the clever tactics of the commercial advertisers are beyond compare. Who would have thought the half naked-blondes holding soda cans and American men refusing commitment would have caught viewers’ attention?
For the summary, Apple’s genius usage of the relevant problems of the modernity, its reference to a legendary novel as a source of bright dystopian images, and appeal to the feelings and values so dear to the American fellow, made gave this advertisement truly deserve the title of the legend in the advertisement market. It was streamed only once, at 1984 Super Bowl which made its reference to George Orwell book even more symbolic. The purpose of advertisement was to introduce Macintosh, the first personal computer in its form today . Such revolution in technology world could only be made by the courage of people who “think different”, and its debut was like that, bright and memorizable.
For some, an argument may be a discussion that leads people to become mad and feel hate towards someone. This also might bring tension, between friends and family, but there’re times when people just want to discuss a topic that they feel would make the conflict better or resolved. When an argument happens, it’s recommended to use Aristotle’s Rhetorical Triangle. It is here that Aristotle set’s up three ways to appeal to the audience, which are ethos, pathos, and logos. These three appeals help the writer to persuade, inform, or convince the audience that what he/she is doing the right thing. Without Aristotle’s Rhetorical Triangle and Aims of Arguments, the writer would unsuccessfully perform an argument correctly. If creditability of the
In the 1960’s America was divided over the voting rights of African Americans. It was a time of racial and political unrest as president Lyndon B. Johnson encouraged Congress to pass the Voting Rights Act. On March 16, 1965 “We Shall Overcome” was delivered to congress. Lyndon B. Johnson was elected vice president of the United States in 1960 and became the 36th president in 1963. Throughout his speech Johnson uses a variety of strategies to persuade the nation that African Americans have the right to vote. Some of these strategies include ethos, logos, and pathos.
Along with a strong appeal to logos, the speaker uses a sentimental tone to support the points that we stopped kids from doing creative things. From his personal experience, Robinson maintains, “When you were kids, things you liked, on the grounds that you would never get a job.” The essence of the speaker’s argument is that we only encourage our kids for doing something worthy. When we say that things they like to do have no scope, this emotionally affects kids. Ultimately, guardian just put the weight of their ambitions on the delicate shoulders of their kids. This builds the pressure on students to meets with the expectations of their guardian. Therefore, one should understand that every child has his own specialty, potential, and liking.
Every child dreams of meeting or becoming just like their favorite character. Kids will do just about anything to get their parents to buy the product. You can have any type of power you want you just have to try one of the pieces of candy and watch the magic appear within you. Remember it only lasts 24 hours. Ethos, pathos, and logos is expressed throughout the commercial and on the box the candy’s come in. If you want to see what will happen to you then try our product today. It really works!
With ethos, Apple is one of the greatest and successful technology company all over the world. Apple’s advertisements are so convincing. They start by stating all the new features the phone will have like wireless charging, high definition pictures, and more gigabytes. It’s also persuading that our older iPhone doesn’t have these new features like the new one there introducing, has people thinking their phone isn’t all that great now. In addition to pathos, they include the emotion of the phone.
There are many levels to the symbolism in the commercial. The premier symbol is the dictator Big Brother, referencing to George Orwell’s novel “Nineteen Eighty-Four” where Big Brother is a tyrant in control of a country’s political party that "seeks power entirely for its own sake. It is not interested in the good of others; it is interested solely in power" (Orwell, 272). In the context of the commercial, Big Brother is meant to represent IBM. At the time, IBM was Apple’s largest competitor and ran the personal computer industry for a number of years. Using quick cut scenes between contrasting views, Apple’s commercial created high levels of energy and tension between Big Brother’s regime and the lone heroine. The regime looked grim and uninviting while the girl was always brightly lit and wore a clean, white shirt and vivid, orange shorts. Her lively appearance establishes the girl as the heroine and invites many viewers to side with her. Personally, as the plot develops, I begin feeling imprisoned by Big Brother, much like the brainwashed marching men. When the heroine spins the sledgehammer, the feeling of hope and the possibility of future begin to return to me. I feel like I am right beside her, fighting a rebellion against dystopian government power abuse; I feel like I am unstoppable. Apple’s 1984 Super Bowl commercial makes viewers feel these emotions. The company connects with viewers on an emotional, patriotic-like level. I don’t feel like the company is selling me a product, but I feel the urge to go out and buy their products to ensure evil IBM doesn’t take
...al artist. The commercial’s plot illustrates a familiar allegory that has been repeated throughout history, the contention of good versus evil. As the PC is budgeting, favoring advertising heavily over fixing his operating system, he is declared as the villain. As the Mac suggests that the miniscule amount toward helping his customers isn’t enough, he is showing sympathy for the PC audience, and humility, positive values in American society, and is declared the protagonist . When the PC subsequently moves all of the money into the advertising pile he further reinforces the corrupt businessman stereotype.