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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:

  • Colloquialisms

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:

  • Anaphora (iPad is...)

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.
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