Apple 1984 Rhetorical Devices

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Apple’s Super Bowl commercial “1984” has been widely regarded as one of the most popular and influential commercials in advertising history, and the purpose of this commercial was to get the citizens of this era out of the mindset that technology like this is a hindrance but instead is actually helpful. Not everyone agreed with this though, with some people still questioning the ethicality of this commercial, but the visual text is ethical for its promotion of individuality and its appeal to a wide variety of audiences. Let’s start off by talking about what happened in this very famous commercial. Apple 1984 starts off in a dark gray setting with lines of mindless people marching towards a large television screen with an evil dictator on it, …show more content…

The screen shot of the muscular woman in red and white displays this through her efforts to free the mindless drones by throwing her sledgehammer at the dictator that is controlling them. In this screen shot you can see that every person in the background looks like they are lost with no idea of who they are, but you can see that the woman is trying to break everyone free from this life style and tell them that it is okay to stand out. No one wants to look exactly the same as everyone else. We all want to express ourselves so we can live our lives to the fullest. The use of this courageous woman allows us to see that everyone should be able to express their own individual ideals and not be forced to carry out or embrace the twisted ideals of some evil dictator or government and that we, the people, have the power to break free from our shackles and show everyone that it is okay to look different from other people and express your individuality to everyone around you. The visual text’s expression of the ethical ideal of individualism is very apparent in a strong woman like the one in this visual text but there is more one than place in this commercial where you can argue for this and it is found in a very unexpected

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