Rhetorical Analysis Of The “Your Verse” Apple Commercial

At the 1990 Golden Globes, Dead Poets Society was nominated for Best Picture (Drama), Best Director (Peter Weir), Best Screenplay (Tom Schulman) and Best Actor (Robin Williams). Twenty-four years later, Apple showcased its most incipient ad campaign for the iPad Air during the Golden Globes utilizing as its voiceover a poignant verbalization by Williams’s character John Keating (the spot debuted Sunday during the NFL playoffs). This commercial targets alfresco adventurers, athletes, musicians, engineers, religious people, smokers, children, dreamers, writers, and weather heralds, just to designate a few. Rudimentary this commercial targets everybody on earth. It is verbally expressed in the commercial perpetually again that this ad promotes liberation, self-identification, and human nature and those conceptions apply to every single human being.

There are scenes in this commercial for virtually every group and kind of person, making this ad relatable and verbalize with anyone who visually examines it. It is consequential, as well as a subsidiary marketing implement, for the rhetors to utilize such a wide range of people to advertise to. This way, the Apple Company engenders ethos for themselves in the ocular perceivers of the audience because they can advertise their products to everyone. This makes the Apple Company an ecumenical, and a culturally pertinent company. It is because of the Company’s availability to such a wide audience that makes them so pertinent in society. The environment is such a prominent feature in this commercial it applies to the audience through the connection the ad makes between nature and humans. The “Your Verse” iPad Air commercial gives the message of the infeasibility of visually perceiving natural comely without the iPad Air through pathos, audience, and Kairos.

Pathos is the most prominent method the rhetors used to capture the attention of the audience and sell their product. This is visually perceived through visual and auditory aspects of the commercial. Withal, the audience is a consequential element of this ad because it encapsulates everybody on earth as the target audience.

And conclusively, the Kairos of the “Your Verse” commercial is prominent because it is a filmed document, but the content will anon hold little Kairos because of the upgrade of the iPad. The words, which position the contrivance as an implement of engenderment, not just consumption, are paired with images of ocean wind turbines, marching bands, mountain rescue helicopters, club DJs, waterfalls, storm chasers, and hockey practice, and the overall effect is such that you wouldn’t be surprised next time you’re at the Apple store to visually perceive some fanboy stand up on a desk and verbally express, "O iPad, my iPad!"