I think it’s rather ironic that a novel that warns of the dangers of propaganda and controlling the mind is used in an advertisement that influences the decisions of others. And then the product sold through that influence will go on to spread even more.
Anyways, the most important thing to note about the commercial and its relation to what I’ve learned in class, would be the audience. Apple aims itself to the creative, the free thinking, the artsy. What better way to address an audience, to tell them that they need a product, than by telling them that the product will keep them from losing their creativity, their free thought, their artistic sensibilities?
That is a rhetorical decision to fit the situation, the audience, and the opportunity. A great opportunity lies in a year that a dystopian or apocalyptical future was prescribed to. It plays to an understanding of that possible future and allows the rhetor to manipulate the possibility, and to say that they know how to prevent it.
Another integral part of the rhetorical situation is the fact that it was during the Super Bowl. So many people were watching it, and so the time taken from it had to garner their attention. The advertisement also was able to use this aspect, by suddenly interrupting the game, surprising viewers.
The advertisement broke from the traditional aspects of its genre, broke the rules of advertising. That, in it of itself, was enough to get people interested, to make them yearn to know what is being advertised. The content and odd timing shocked people and drew them in. They had to know how it ended, what would happen to the girl, what the hell was even going on anyway.
The argument of the commercial is largely made with visuals. The world presented is unappealing and tinged with grey dreariness. The real language of the piece lies in the images and sounds. There are words spoken, but the meaning is carried by the voice: authoritative, ominous, foreboding. The commercial could almost be seen as threatening: This Is What Will Happen If We Continue to Allow IBM to Grow. IBM is an unnamed enemy that promotes groupthink and numerical thinking and singularity. Macintosh will save us from this doom. If you don’t buy Mac, you will only be bringing it upon yourself and others.
Giving Apple the part of the savior only serves to make IBM and others evil.
coffeeshopcavalier 