English Composition Redo

3

Apples Think Different Ad

The think different vintage campaign used by Apple was the turning point to the reputation and economic situation of the company in the market. The campaigns great back ground, context and visual presentation worked for apple making it successful and outstanding in the market which saved it from a state of impending bankruptcy. Its success was highly enhanced by the effective use of pathos, ethos and logos which make it appear ancient though a modern brand advertisement. These three convince the audience or customers how the company thinks differently. The great turn around could have not been in place were it not for Steve Jobs who after being fired in 1985 was recalled in 1997 and found the company only four months to bankruptcy. His strategy to returning the company to glory was through improving the companies advertising after they had been spending a lot of money without returns.

In a campaign which ran from 1997 to 2002, Jobs used two strategies namely the TV commercial and a print campaign. In this paper, we shall look at the effectiveness of the ethical appeals or credibility used to convince the audience, the impact of emotional appeals used and finally the logic or clarity of the claims used which are the strengths in the campaign that led to the revival of Apple.

The commercial starts with a 60 seconds black screen with the announcer Richard Dreyfuss, an American actor narrating several quotes from notable revolutionists starting with the manifesto “Here’s to the crazy ones by Albert Einstein” followed by the words; “The misfits. The rebels. The trouble makers. The round pegs in the square holes. The ones who see things differently. They are not fond ofrules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think that they can change the world, are the ones who do”. As the voice speaks, the images of several revolutionists flash over the screen beginning with Albert Einstein, Martin Luther King, Mahatma Gandhi, Mohammed Ali, Bob Dylan, Yoko Ono and Ted Turner just to mention a few. The list of inspiring images ends with the image of an anonymous girl which is followed by the disappearance of the think different into white, Apples Logo and the commercial ends. The print ad comprised of billboards, posters and magazines which had one of the inspiring characters, the words think different and the multicolored Apples logo. The posters and billboards were placed on famous cities like San Francisco while the magazine ad was available in Newsweek and other mainstream magazines.

The campaign uses logos or reasoning effectively by honoring great revolutionists while using the ration that positive change is brought about by creative thinking. Such people had the view of changing the world as well as challenging status quo which are represented in the society my companies like Microsoft. Their manifesto, “Think different”, underlines their attitude, values and redefined their public image. The message is a tribute to great people who were catalysts to civilization through creativity and innovation which apple through its superiority and advancement in technology wishes to continue. Like Apple, only those who think differently can make an impact and change the world.

Through the use of rhetorical appeal of reputation and revolutionists values, the ad is able to efficiently use credibility to support its claim of thinking differently in order to bring about change. From the message, the audience is urged to question their own ethics and respect icons for the genius in their thinking differently for they cannot be ignored because they made the world better. Through the images, the audience would want to be associated with such great people but is reminded that through the purchase of products by Apple, he could in his own way think different and change the world too.

Use of emotion rhetorical appeal awakes the viewer’s desires, emotions like fear, joy or confidence to persuade customers. Seeing great icons probably on the first time gives happiness to viewers and pride and connect customers to Apple as it holds the same commonalities as such people which include thinking differently to bring about change. The soft piano music which plays as the names flash is awesome to views and brings joy as they watch the images. One would fear to question product from apple which stands out behind a great number of genius characters who through their creativity pushed the world forward. Viewers therefore have confidence on Apples products whose aim is to think differently in order to change the world.

Through the effective use of logos, pathos and ethos, it goes without saying that campaign think different saved Apple and has over the years transformed it to the giant company it has become. Through this, the company has dominated the market by thinking differently which is evident through a series on innovative products. It has brought the inevitable change in the world by uniquely differentiating its brand products from those from other companies. Such brand recognition by customers has been brought up by embracing the ethos coupled with historical appeals to convince customers that Apples ideas are real and always work.

https://www.google.com/search?q=think+different+ad+by+apple&oq=think+different+ad+by+apple&aqs=chrome..69i57.8800j0j4&sourceid=chrome&es_sm=122&ie=UTF-8