Pathos:
- Plays on emotions and ideologies to try and appeal to the consumer.
- Harmony (Music + Animations)
- Simple, Intuitive
- Consumers want latest and greatest innovations.
- Apple logo reinforces feelings of confidence and intrigue in brand.
Logos:
- Your life should be in sync. iCloud is there to do it.
Pathos:
- People want to be more like the Mac guy, not the PC guy.
- Mac guy is sympathetic.
Ethos:
- Gives out real example of error messages.
Rhetorical Devices:
Thesis
Apple brands themselves by appealing to the pathos of consumers by portraying themselves as the creative, innovative, and hip brand.
Ethos:
- iCloud is secure and reliable.
- Live product demonstration.
iCloud Harmony
Mac vs. PC: Computer Cart
Logos:
- Microsoft products are confusing and error prone.
- Mac products ane intuitive and easy to use.
Logical Fallacy (Half Truth, Straw Man, Selective Observation):
- Macs have error messages too.
Apple: Appeals in Advertising
iPad is Electric
Ethos:
- iPad is a product for all types of people and delivers on all occasions.
- Live product demonstration.
Pathos:
- iPad is for all audiences (students, businessmen/businesswomen, gamers)
Rhetorical Devices:
Mac vs. PC: Choose a Vista
Mac vs. PC: Podium
Logos:
- One product, one version.
Pathos:
- Mac guy portrays rational person.
- Familiarity between Mac guy and audience.
Irony/Humor:
You should stick with Windows XP or get a Mac.
Rhetorical Devices:
- Allusion to JFK Speech (Ask not what your country can do for you - ask what you can do for your country)
- Irony/Humor
Pathos:
- Mac guy is like an ordinary person while the PC guy seems like a politician.
- PC guy doesn't seem to care (like politicians).
Logos:
- PC guy has no logic ("buy a new printer")
- PC guy undermines his own argument.