Whiting 1 Olivia Whiting College Writing Professor Kat Gonso 28th January 2014 Intention by Apple Incorporated: A Rhetorical

Analysis https://www.youtube.com/watch?v=VpZmIiIXuZ0 In the summer of 2013, Apple Incorporated released a video advertisement titled Intention, presenting a renewed snapshot of the companys mission and functionality in the post-Jobs era. With the musings, If everyone is busy making everything, how can anyone perfect anything? the video acknowledges recent comments suggesting Apples inability to continue challenging their market competitors, such as Samsung and Windows (Ruhi). Rather than promoting a new gadget, this particular advertisement promotes Apples values as a collective corporation, as seen in Figures A Figure A: snapshot of video advertisement and B. The focus is directed towards the companys

dedication to customer satisfaction and the guarantee that their products will enhance everyday life. With this alternative approach to advertising, Apple makes a bold statement that ultimately lead to a successful fourth quarter in 2013. The Apple Macs, iPhones, iPads, and operating systems are verifiably a huge success across the world, and will continue to dominate the Figure B: snapshot of video advertisement (2013. YouTube)

Whiting 2 technological marketplace because of alternative advertisements like this. As a company, Apple has grown and matured from a small, struggling startup to an industrial giant in the past 38 years. Having already gained the public attention and support that enabled them to expand dramatically, today they not only exist as a business, but as more encompassing way of life. The creative, yet clear communication in the video promoting Apples ideals, goals, and intentions when designing their products, invokes trust among the clientele base. The employment of ethos is a major component in the advertisement, shown in the way Apple highlights their ideology and personality as a whole community, making the company vulnerable and more relatable to the public. In the phrase, it takes time, there are a thousand no's for every yes Apple concedes that the process of creating their products is difficult and time consuming. They ask the audience to understand and accept that they too are not flawless. This rhetorical element is effective in the video because it underlines the spirit of the company that motivates their methods, intentions, and customs. Apples use of a sophisticated video with polished visuals and mood-evoking music taps into a mode of persuasion that ignites sales (Stiefel). Briefly shifting the spotlight from technology to the strengthening of their relationship with the customer was proven beneficial when the results for 2014s first quarter came in. In those three months,

Figure C: Quarterly iPhone sales from 2007-2014 (ZDNet)

Whiting 3 Apple sold 51 million iPhones, beating the previous best of 47.8 million, set only a year ago.

Figure D: Quarterly iPad sales from 2010-2014 (ZDNet) Looking at graph of sales data for the iPad, we see that Apple sold a record of 26 million tablets, a huge increase from the 22.9 million they made in the same period, a year ago. Combined with other factors, the decision to create a video advertisement over another genre of promotion is the reason for Apples success. A video is a genre every person can interact with, regardless of age or socioeconomic standing. Such a genre is effective mostly due to its versatility. Videos published online can end up on the desktop of millions of Internet users in a matter of minutes. The quick and easy methods people use to share and publicize videos make them go viral. Videos are less restricted, and those posted originally on the Internet can just as easily be projected onto TV and movie theater screens, reaching a large number of people in a short amount of time. The combined audio and visual stimulation makes the presentation more concrete and memorable to a potential customer than a poster or radio advertisement would be.

Whiting 4 Activating two senses at once, video advertisements remove the monotony seen in simple posters or radio promotions, creating emotional responses to the product. A perfect example of pathos, this Apple video is able to show images, words, and play music all at the same time, evoking memorable feelings. It is these emotional triggers that make or break a company when the customer is faced with the choices of product. The decision will come down to the trust gained by the company, and the positive feelings that the company emitted. The creators of Intention use very specific, concise, almost poetic statements to communicate the companys unifying message. The advertisement is short, never wasting too much of its viewers time, keeping them interested. Paired with the aforementioned audio-visual material that animates words, the video is inspiring. The words delight, love, connection, and surprise are not just words flashing across the screen, they are ideals that everyone wants to embrace and be touched by. Apple uses this opportunity to inject pathos into its campaign, making people yearn for these ideals and be convinced that Apple will provide them. The words are happy, upbeat, and positively portray the company as a youthful, and committed to your satisfaction. The commercial is a visual reflection of how Apple wants people to feel when using their products. The plain white background suggests simplicity and purity, but is contrasted often with black lines and screens that switch the perspective and add an element of surprise. The company wants to be seen as sleek, harmonious, modern, and very impactful. The continued distribution of advertisements, packaging, and product design that embrace these elements, creates a very distinct company personality that makes Apple stand out. In 1980, Steve Jobs was quoted stating that his mission for Apple Inc. was, To make a contribution to the world

Whiting 5 by making tools for the mind that advance humankind. That mission is certainly underway with advertisements like this, making the company appeal to so many. Apple has gathered a huge fan base over the past few years. When releasing these types of campaigns, however, they have to target a certain group of people. The wealth of young adults in the United States and Europe are among the largest consumer base of Apple products. Due to the fact the video is displayed using technology, the majority of the public that will receive this advertisement will be of middle or upper socioeconomic class, and would have the means to pay for the high-tech products that Apple has to offer. Apple has been known to target university students with enticing back to school discounts and benefits. Younger audiences, like the university student population, are willing to try new things, and aspire to be versed in current technology, which makes them a prime target. The advertising techniques in the video are tailored to fit their audience and reflect who they are as a company, keeping in mind who is watching and being influenced by the promotion. The video is crisp, succinct, computerized, and engaging. Unique to video advertisements is the ability to superimpose music to further fuel the pathos in advertising. The chilled-out, peaceful piano piece used in Intention sets the mood and frames the whole advertisement. The tune is joyful and playful in the beginning, but slowly changes with the phrases and animations. The middle section is more serious, getting progressively lighter, and then the music ends with the same joy it began with. The music is an essential component to taking the viewer through the emotions of the advertisement, reflecting exactly what they want you to feel from each statement and accompanying visual. In addition to the background music, the creators

Whiting 6 cleverly mixed in sound effects to the videos simple animation. Due to the fact that the animation is Figure E: Screenshot from YouTube video advertisement simple and direct, as you can see in Figures E and F, the movement and sound become amplified in importance. The almost inaudible effects such as the sound of wind, a small explosion, strings, blowing, and balls bouncing around, tie together the whole experience. Hardly noticeable, this element of the video unites the visual and auditory senses, making each scene more interesting and enjoyable to watch. My opinion is that Apples video is definitely rhetorically effective, and does its job of creating interest in the company. The music, visuals, language, and genre all unite to appeal to the targeted audience. The video is consistent with Apples previously established personality, making

Figure F: Screenshot from YouTube video advertisement

Whiting 7 it recognizable but still refreshing. The Apple advertisement Intention looks and feels great, without promoting anything except the fact that they care about the customer. According to communications expert Steven Stiefel, we should have confidence that Apple is a company that makes great products and puts the experience of using them, the ease and the aesthetics, at the forefront of its mission (Apple Advertising) The video self-promotion proved to be an effective method in reaching out to customers, existing and new, providing credibility and instilling a sense of renewed faith in the company.

Works Cited

Whiting 8 Apple. Apple - Designed by Apple - Intention. YouTube. YouTube, 10 June 2013. Web. 28 Jan. 2014. <https://www.youtube.com/watch?v=VpZmIiIXuZ0>. Blodget, Henry. "Apple's 'Mission Statement.'" Business Insider. Business Insider, 3 Aug. 2013. Web. 28 Jan. 2014. <http://www.businessinsider.com/apples-new-missionstatement-2013-8>. Kingsley-Hughes, Adrian. "Apple Q1 2014." Chart. ZDNet. CBS Interactive, 27 Jan. 2014. Web. 28 Jan. 2014. Ruhi, Maddi. "Apple Launches WWDC with 'Intention' Video." Kioskea. CCM Benchmark Group, 11 June 2013. Web. 28 Jan. 2014. <http://en.kioskea.net/news/23713-apple-launches-wwdc-with-intention-video>. Stiefel, Steven. "Apple Advertising Appeals to Emotion." Communications Focus. Communications Focus, 8 June 2013. Web. 28 Jan. 2014. <http://communicationsfocus.com/apple-advertising-appeals-to-emotion/>.