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FOA: Steve Jobs introduces iPhone
Transcript of FOA: Steve Jobs introduces iPhone
rhetoric devices, advertisement and propaganda techniques are used by Apple to influence their audience.
Apple Advertising Caroline Vuilleumier, Moritz Helbling, Zoë Brunner Part 2 FOA Rhetoric Appeal Rhetorical Devices Tricolon Ethos Steve Jobs representing Apple
Apple has and will change the world
Jobs gives speech importance Thank you for your attention! Pathos Logos born on 24th February 1955
adopted with the condition that he goes to college
1972 he dropped out of college but was attending creative classes
1976 foundation of Apple Computer Company
1985 he was removed from his duties and resigned
1985 he creates NeXT
1986 Bought Pixar
1996 got back to apple
died on 5th October 2011 played during the Academy Awards some months before the iPhone presentation mostly chronological showing the evolution of the phone (in movie) “Well, today, we’re introducing three revolutionary products of this class. The first one is a widescreen iPod with touch controls. The second is a revolutionary mobile phone. And the third is a breakthrough Internet communications device.” Usage of number three
After 10 min a pause with something funny or a demonstration
Slogan: “We reinvented the phone” introduces the problems faced with the “smart phones”
--> makes competition bad introduces the solution
-->is a hero “And the problem is that they’re not so smart and they’re not so easy to use. What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use. This is what iPhone is. OK?” “The most advanced phones are called smart phones, so they say.” Mainly creates excitement within the audience
Audience responds with applause This is a day I’ve been looking forward to for two-and-a-half years. Every once in a while, a revolutionary product comes along that changes everything. And Apple has been — well, first of all, one’s very fortunate if you get to work on just one of these in your career. Apple’s been very fortunate. It’s been able to introduce a few of these into the world. 1984, introduced the Macintosh. It didn’t just change Apple. It changed the whole computer industry. In 2001, we introduced the first iPod, and it didn’t just change the way we all listen to music, it changed the entire music industry. Well, today, we’re introducing three revolutionary products of this class. The first one is a widescreen iPod with touch controls. The second is a revolutionary mobile phone. And the third is a breakthrough Internet communications device. So, three things: a widescreen iPod with touch controls; a revolutionary mobile phone; and a breakthrough Internet communications device. An iPod, a phone, and an Internet communicator. An iPod, a phone… are you getting it? These are not three separate devices, this is one device, and we are calling it iPhone. Today, Apple is going to reinvent the phone, and here it is. No, actually here it is, but we’re going to leave it there for now. Introducing the iPhone CLASS ACTIVITY Propaganda „1984, introduced the Macintosh. It didn’t just change Apple. It changed the whole computer industry. In 2001, we introduced the first iPod, and it didn’t just change the way we all listen to music, it changed the entire music industry.“
„What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use. This is what iPhone is. „ Assertion „Now, how are we going to communicate this? We don’t want to carry around a mouse, right? So what are we going to do? Oh, a stylus, right? We’re going to use a stylus. No. Who wants a stylus. You have to get em and put em away, and you lose em. Yuck. Nobody wants a stylus. So let’s not use a stylus. We’re going to use the best pointing device in the world.“ Plain Folk Getting to see the first iPhone after having waited for a long time. Euphoria ..., a revolutionary product comes along that changes everything. ...introducing three revolutionary products of this class.
...The second is a revolutionary mobile phone. And the third is a breakthrough Internet communications device.
...a breakthrough Internet communications device.
..., Apple is going to reinvent the phone, ...lucky to have brought a few revolutionary user interfaces to the market in our time. First was the mouse. The second was the click wheel. And now, we’re going to bring multi-touch to the market. And each of these revolutionary interfaces has made possible a revolutionary product — the Mac, the iPod and now the iPhone. So, a revolutionary interface.
...today we’re going to show you a software breakthrough. Ad nauseam „And we have invented a new technology called multi-touch, which is phenomenal. It works like magic. You don’t need a stylus. It’s far more accurate than any touch display that’s ever been shipped. It ignores unintended touches, it’s super-smart. „ Glittering Generalities Now, we’ve also got some stuff you can’t see. We’ve got three really advanced sensors built into this phone. The first one is a proximity sensor. It senses when physical objects get close, so when you bring iPhone up to your ear, to take a phone call, it turns off the display, and it turns off the touch sensor, instantly. Well, why do you want to do that? Well, one to save battery, but two, so you don’t get spurious inputs from your face into the touch screen. Just automatically turns them off, take it away, boom, it’s back on. So it’s got a proximity sensor built in. It’s got an ambient light sensor built in, as well. We sense the ambient lighting conditions and adjust the brightness of the display to match the ambient lighting conditions. Again, better user experience, saves power. And the third thing that we’ve got is an accelerometer, so that we can tell when you switch from portrait to landscape. It’s pretty cool. Show it to you in a minute. So three advanced sensors built in. So, let’s go ahead and turn it on. This is the size of it. It fits beautifully in the palm of your hand. So, an iPod, a phone, and an internet communicator. Let’s start with the iPod. You can touch your music. You can just touch your music, it’s so cool. You’ve got a widescreen video. You can find your music even faster. Gorgeous album art on this display. Built-in speaker, and, why not? Cover flow. First time ever on an iPod. So rather than talk about this some more, let me show it to you. Buzzwords Hypophora Parallelism Anaphora Buzzwords Recognition effect
=> More later on (Caro) CLASS ACTIVITY „It’s not about pop culture, and it’s not about fooling people, and it’s not about convincing people that they want something they don’t.“ - Steve Jobs
Three points are easily memorable
Accumulation stresses the importance and value Clear, sensible question/answer structure Well, how do you solve this? Hmm. It turns out, we have solved it! We solved it in computers 20 years ago. We solved it with a bit-mapped screen that could display anything we want. Put any user interface up. And a pointing device. We solved it with the mouse. We solved this problem. So how are we going to take this to a mobile device? What we’re going to do is get rid of all these buttons and just make a giant screen. Now, how are we going to communicate this? We don’t want to carry around a mouse, right? So what are we going to do? Oh, a stylus, right? We’re going to use a stylus. No. Give text an audible structure
Easy to follow Strongly noticeable, also when listening
Accumulation of ideas, arguments And we’ve got some controls on the side, we’ve got a little switch for ring and silent, we’ve got a volume up and down control. Let’s look at the back. On the back, biggest thing of note is we’ve got a two-megapixel camera built right in. The other side, we’re back in the front. So let’s take a look at the top now. We’ve got a headset jack. 3.5 millimeter all your iPod headphones fit right in. We’ve got a place, a little tray for your SIM card, and we’ve got one switch for sleep and wake. Push it to go to sleep, push it to wake up.