Rhetorical Analysis of iPhone 7 Commercial by Apple

Better, Faster and more Powerful
Rhetorical Analysis of iPhone 7 Commercial by Apple
Writing project 2
Word count:1183
8/5/2017
The iPhone records the highest profit margin of any product in history (Popper, 2016). iPhone also accounts for almost two-thirds of Apple company profits each year. To foster such impressive performance the company has invested heavily in every stage of its production and marketing. In this video, all the information stems from one main core- “better, faster and more powerful”. Also, this video has shown the six parts to explain the “main core”, which are new color, new camera, new stereo speaker system, water-resistance, better processor and better battery life. Apple has employed various strategies to advertise the new iPhone. This video attempts to explain the strategies employed by Apple to market their new product. Therefore, in this essay, a critical analysis of the commercial and how it uses ethos, pathos, and logos to persuade its target market to it is expounded highlighting evidence from the video.
Logos has been used in this video to appeal customers to purchase the new product. According to the Writing Today (Johnson-Sheehan & Paine, 2016), “Logos appeals to readers common sense, beliefs, or values.” A subcategory of logos which focuses on ‘cause and effect has been used to appeal to the common sense of the reader. For example, the narrator mentions high power efficiency cores that come with the processor. The high-efficiency cores enable the user to perform task ‘at a fraction of the power.' Thus, it gives the user a long battery life than any iPhone model. There is a chain of events that ultimately lead to energy saving. First, high performance and efficiency cores which work at the ‘fraction of a second’ to saving power. Saving power, therefore, lengthens the battery life than any other iPhone. The advertiser carefully explains some technical terms about the processor and how it is a revolutionary invention that saves power before explaining why it leads to longer battery life. (Bfw Advertising, 2016), a private commercial firm, asserts that using logos may be ineffective since some clients do not consider logical arguments when purchasing new products. Some customers overlook the logical explanation given by the advertiser and rely on emotions, expert opinions from friends or family experience, fear or feelings. Logos is used directly and indirectly in the video to appeal to audience or customers and make them understand the innovation behind the features and ability of the new iPhone.
Apple company additionally used pathos effectively to show that iPhone is the most convenient product to capture the most treasured moments in life. According to the Writing Today (Johnson-Sheehan & Paine, 2016), pathos is defined as “use of feelings, desires, or fears to influence readers. The commercial claims it captures best photos in low lighting. The camera also captures ‘brighter and more detailed’ photos. Customers would like a product that produces detailed, bright and best images even in low lighting. The camera is praised for being able to 'capture shots you could never before' (video). Apple understands one of the primary reasons people like their iPhones is the ability to capture good photos. The camera enhances the quality of photos taken that using their new iPhone to appeal to their clientele. The commercial uses pathos to promise the customers to enjoy the quality of photos taken with the new iPhone. The experience of taking photos using the new iPhone is portrayed as enjoyable and irrespective of the conditions and the iPhone produces best quality images. The lady on a motorbike at 0:45 seconds shows she is enjoying taking photos from her iPhone even while riding a bike. The video features more young people who a...