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Rhetorical Techniques Used In Apple Computer, Inc.

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Rhetorical Techniques Used In Apple Computer, Inc.
This essay is a short examination of the rhetorical techniques employed in Apple Computer, Inc.'s recent major television commercial, "Change the World." The spot is the first from Apple since the company reassigned its advertising contract in 1997 to Chiat/Day, the firm responsible for Apple's famous, award-winning "1984," which originally aired during the halftime of the 1984 Super Bowl.
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Answer (thesis or claim)

Unit of analysis: ethos

A viewer used to typical commercials might wonder how this very quiet ad--which doesn't even mention the product--could sell computers. But I think the ad is an example of a genre of ad that is called "brand advertising," which works indirectly, creating an image of the company and its

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