2. A
is
for
Apple
A
Rhetorical
Analysis
of
Apple’s
Brand
Building
3. Apple’s
Brand
Building
• As
the
face
of
Apple,
Steve
Jobs
aim
was
to
convince
consumers
to
buy
products
that
they
didn’t
know
they
needed.
• To
reach
the
consumers
Jobs
used
mulGple
mediums
such
as
TV,
print
and
the
Internet.
• MulGple
products
with
varying
appeals
have
made
Apple
a
world
class
company.
4. What
is
Rhetoric
• Rhetoric
refers
to
communicaGon
that
is
used
to
influence
others.
• Rhetorical
acts
occur
within
a
rhetorical
context
which
includes
at
least
4
elements;
Aim,
Audience,
Subject,
and
Medium
• Three
types
of
appeals
are
used
to
reach
the
audience.
• Ethos,
Pathos,
and
Logos
(Olsen,
2012
Apr)
5. Ethos
• An
appeal
to
credibility
and
reliability
(Alberts,
Nakayama
&
MarGn,
2010)
• Steve
Jobs’s
stage
presence,
minimalist
image
and
hypnoGc
elocuGon,
established
him
as
the
supreme
authority
on
all
things
Apple.
6. Pathos
• Represents
an
appeal
to
the
audience’s
emoGons.
(Alberts,
Nakayama
&
MarGn,
2010)
First
establishing
credibility
and
authority,
Jobs
then
ignites
the
passion
in
the
audience.
His
delivery,
enthusiasm
for
his
products,
and
showmanship
had
all
turnouts
electrified.
7. Logos
• Logos
is
the
use
of
rhetoric
to
help
the
audience
see
the
raGonal
for
a
parGcular
conclusion.
(Aberts,
Nakayama
&
MarGn,
2010)
• Job’s
dissecGon
of
new
products,
Greless
campaigning,
and
obvious
pride
in
his
company,
capGvated
audiences
and
helped
them
understand
the
advantages
of
owning
Apple
products.
8. Ethos
-‐
Slogans
• “Soon
there
will
be
two
kinds
of
people.
Those
who
use
computers
and
those
who
use
Apples.”
• “Engineered
for
the
creaGve
class.”
• “If
you
don’t
have
the
iPhone,
well,
you
don’t
have
the
iPhone.”
(Wikipedia,
2012)
9. Pathos
-‐
Slogans
• “Beauty.
Brains.
And
now
more
brawn.”
• “Get
your
groove
on
in
five
new
colors.”
(Wikipedia,
2012)
10. Logos
-‐
Slogans
• “It
does
more,
It
costs
less,
It’s
that
simple.”
• “We’re
looking
for
the
most
original
use
of
an
Apple
since
Adam.”
• “The
new,
faster
MacBook
Air.
Everyone
should
have
a
notebook
this
advanced.”
(Wikipedia,2012)
11. Rhetorical
Devices
• Persuasion
is
the
art
that
most
rhetoricians
have
as
the
focus
of
their
communicaGon
process.
• In
addiGon
to
the
appeals
of
ethos,
logos,
and
pathos,
rhetorical
devices
may
be
employed.
• All
of
these
appeals
and
devices
Jobs
incorporated
in
his
aim
to
market
Apple
products
to
the
discriminaGng
consumer.
• Jobs
used
mulGple
mediums
to
communicate
his
message
–
stage,
print,
Internet,
and
television.
12. Rhetorical
Devices
(Berger,
2011,
p.
82-‐88)
(Wikipedia,
2012)
Device
Apple
Slogan
Examples
Allegory
“So
1984
won’t
be
like…1984.”
(1984
Super
Bowl
Commercial)
AlliteraGon
“The
ulGmate
all-‐in-‐one
goes
all
out.”
Comparison
“What’s
an
Intel
chip
doing
in
a
Mac?
A
whole
lot
more
than
its
ever
done
in
a
PC.”
DefiniGon
“The
worlds
most
advanced
operaGng
system.
Finely
tuned.”
Encomium
“Blows
minds,
not
budgets.”
ExemplificaGon
“The
all-‐in-‐one
is
for
everyone.”
Irony
“A
liele
mini,
a
lot
of
Leopard.”
Metaphor
“Random
is
the
new
order.”
Metonymy
“Leopard.
Every
One’s
an
UlGmate.”
Rhyme
“Room
to
grow.
Introducing
Mac
Pro.”
Rhythm
“Twice
as
fast,
for
half
the
price.”
Simile
“Thin
as
always.
Faster
than
ever.”
Synecdoche
“A
is
for
Apple.”
13. Appeals,
Devices,
and
Principles
• By
using
these
three
appeals
and
thirteen
devices
of
rhetoric,
Jobs
was
able
to
build
the
Apple
brand
without
the
use
of
celebrity
spokespersons
or
sex
appeal.
• Walter
Isaacson,
Steve
Jobs
biographer,
idenGfied
fourteen
guiding
principles
that
ulGmately
led
Jobs
to
be
“
in
the
pantheon
of
America’s
great
innovators’
along
with
Thomas
Edison,
Henry
Ford,
and
Walt
Disney.”
(Isaacson,
2012)
14.
Fourteen
Guiding
Principals
(Isaacson,
2012,
p.
93)
15. EffecGveness
• Employing
these
fourteen
strategies
he
built
a
company
that
created
pioneering
technological
breakthroughs
in
several
industries
from
music
to
computers
to
phones,
whose
products
he
sold
to
the
public
using
his
special
brand
of
rhetoric.
• Jobs
leh
Apple
in
1985,
but
in
1997
returned
to
the
struggling
company.
• At
the
Gme
of
his
death
in
October
of
2011,
Apple
had
become
the
“world’s
most
valuable
company.”
(Isaacson,
2012,
p.
94)
16.
17.
References
Alberts,
J.
K.,
Nakayama,
T.
K.,
&
MarGn,
J.
N.
(2010).
Human
communica*on
in
society.
(Second
ed.,
pp.
300-‐301).
Boston,
MA:
Pearson
EducaGon,
Inc.
Berger,
A.
A.
(2011).
Media
and
communica*on
research
methods.
(Second
ed.,
pp.
82-‐88).
Thousand
Oakes,
CA:
SAGE
PublicaGons,
Inc.
"Google
Images."
Google.
Web.
28
Apr.
2012.
<hep://
www.google.com/search?
hl=en&cp=7&gs.
Olsen,
A.
(2012
Apr).
An
introduc*on
to
rhetoric.
Retrieved
from
hep://www.letu.edu/people/annieolson/online/intro.html
Isaacson,
W.
(2012).
The
Real
Leadership
Lessons
of
Steve
Jobs.
(cover
story).
Harvard
Business
Review,
90(4),
92-‐102.
Wikipedia.
(2012).
List
of
apple
inc.
slogans.
In
Retrieved
from
hep://
en.wikipedia.org/wiki/List_of_Apple_Inc._slogans
