The Iphone 4s is the latest Apple product that was released on October 4th, 2011, before the death of one of its founders, Steve Jobs. Over the years, Apple has become the number one most valued brand in the world, knocking Google down to number two. In the Iphone 4s commercial, Apple argues through emotional appeals in order to persuade consumers to purchase the new Iphone. The commercial shows its customers using their phones to schedule appointments, set reminders, text message, and locating places through their new assistant named, Siri. The emotional appeal comes from consumers having the familiarity with having a flat tire and needing assistance. Apple argues if you have a flat tire, Siri will assist you with whatever you need. This commercial makes consumers trust the Apple brand even more, because you are able to ask direct questions to your phone and get help sooner.
After watching the iPhone ad, I believe that the main rhetorical appeal present is ethos. This stems from the fact that the entire advertisement is spent showing the viewer what Siri is capable of doing. By presenting such a wide range of capabilities, Apple is building the credibility of Siri. Your commentary on the ad seems to affirm this point as you argue for much the same thing that I am when you talk about all the different things Siri can do, you just deemed it an appeal to emotion whereas I think it should be dubbed an appeal to credibility. When you say that the emotional appeal comes from the audience being able to relate to having a flat tire, I believe this is an appeal to credibility as well because the audience is being made to identify with situations that Siri is capable of solving, proving its efficiency and usefulness. For these reasons, I would make the claim that this advertisement’s appeal is grounded in ethos, not pathos.
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