http://www.youtube.com/user/Apple?v=q6oGhLvLfgs&feature=pyv&ad=6744972792&kw=mac%20commercial
Subject: Apple MacBook Air
Company: Apple
The above link is to Apple's MacBook Air commercial. The MacBook Air is a laptop that is EXTREMELY thin and durable. The commercial is in context of the modern and global need for the best technology which includes the thinnest and most prestigious laptop. Companies all over the world are competing for the most customers in the computer world and Apple's new creation of the MacBook Air is scoring major points. The purpose for this commercial was to promote Apple's new product to it's audience which in this case is everyone in the world who has access to a computer. The commercial is not credible for a few reasons, one) it is not an information ad therefore there are no statistics backing up how good the laptop actually is and two) it is a bias ad because the Apple created a commercial to sway customers to buy their product instead of giving out the real facts and how it compares with other laptops.
Rhetorical Devices used:
Communal memory - in order to understand the commercial the audience would need to know what Apple is, what other laptops there are in the world, the history of technology, and the most basic knowledge of what a laptop even is.
simplicity - The commercial is 30 seconds and has about three colors shown throughout the whole thing. it is simple which draws the audience in because it is not to bombarded with information. the music is calming and the video is simple with the motion of the laptop and the hands moving the laptop.
logos - the ad refers to logos because in simple terms the ad is conveying to the audience that it is logical to buy this new laptop because it is thin, and is the "next generation of macbooks" which creates a human desire for the new laptop.
The ad achieved it's purpose because millions of this laptop have been sold and it is still in stores... which means the product has had success in order to continue being sold.
- Ali Mason
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