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 thinkin.

1. 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

2. 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

3. 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..69i57.8800j0j
4&sourceid=chrome&es_sm=122&ie=UTF-8
Sheet1Week 3: Rhetorical Analysis Planning SheetPossible
PointsPoints EarnedCommentsIntroduction: Writer has provided
a draft of an introductory paragraph that identifies the subject
and provides the overall purpose for writing. A tentative thesis
statement has also been included at the end of the
introduction.10Context and Description: Writer identifies
specific details of the ad to visually describe it to readers, such

4. as color, text, images, mood, and so forth. Writer provides
information to help define context, such as political, social, or
historical significance, information regarding original
publication for the ad, and any necessary background of the
company.15Rhetorical Appeals: Writer identifies rhetorical
appeals present in the ad and explains how or why they are
used. Identification of appeals is valid and well-supported.
15Conclusion: Writer has provided a draft of a conclusion,
which includes a summary of overall findings and restatement
of thesis. 5Formatting and Mechanics: The voice of the writer
is clear, distinct, and appropriate. The writer's message is
clearly communicated with appropriate spelling and use of
grammar and punctuation. Errors do not significantly interfere
with meaning. Full paragraphs and complete sentences are used
when specified. The URL from the chosen advertisement has
been included.5TOTAL:500
Sheet2
Sheet3
Running head: RA OUTLINE ON RED BULL AD
1
RA OUTLINE ON RED BULL AD
3
RA Outline on Red Bull Ad
Sammy North
DeVry University
RA Outline on Red Bull Ad
I.
Doesn’t everyone want more energy? Can’t we take a pill to
give us “wings” to fit everything in our lives that we’d like to
do? Life in the 21st century is an endless train of things to do
and people to do them with. People juggle their career, school,
and family with the expectation that they must feel and look

5. good doing it. Young people especially feel this pressure to do
and be all things, and a bottomless pit of energy is required to
accomplish it. Enter Red Bull, an energy drink that promises
drinkers enough caffeine to stay awake. Many of those in our
group have tried Red Bull and were curious about how its
makers advertise their product. The 2005 Red Bull ad, “Red
Bull Gives you Wings,” is an effective advertisement that can
be evaluated using three criteria: appeal to emotions, appeal to
credibility, and appeal to reason.
II.
In this advertisement, humor is used effectively for emotional
appeal.
A,
The story represented in the ad is an emotional parable that
reflects the life of many young people.
B.
It’s funny that this transformation from man to bird cannot
actually occur, but the underlying suggestion is quite powerful
and is used to sell effectively: a drink might embolden a person
to dream what was once thought to be impossible.
III.
Next, the ad appeals to credibility well using a professor.
A.
The professor is used as one of the ultimate symbols of
credibility; professors spend their lives reading, researching,
and inventing new things or ideas, so they are effective
“salespeople” for this drink.
B.
The idea of staying awake and allowing a drink to give you
“wings” is used effectively to sell this product.

6. IV.
Finally, the ad appeals to reason in a way that draws the
audience in very efficiently.
A.
It’s reasonable to believe that a drink can facilitate mental
alertness.
B.
So the chain of logic suggests only positive outcomes for this
drink, and these positive outcomes are marketed well in the ad.
V.
This ad is clearly targeted toward young people, particularly
students. The makers of this product should market it to another
audience they may not have considered: new mothers or fathers.
With a newborn who is up all night wanting to nurse or have a
bottle, new parents must stay awake long enough for the baby to
get his/ her fill. Sometimes this may take an hour, and when it’s
two or three times during the night, a Red Bull may be just the
answer to keeping alert during feedings. Of course, they would
need to clarify that the parent takes the drink, not the baby!
URL: this ad appears in the ebook on page 152.
Running head: RA ON XX TOPIC
1
RA ON XX TOPIC
3
RA on Xx Topic

7. First Last Name
DeVry University
RA on Xx Topic
I.
Put your introductory sentences here. Delete all the directions
and just use the outline points (I, II, A, etc.) as shown in the
sample for this assignment. The intro should give the
background and context for the ad or commercial. Identify the
quoted title of the ad or commercial if it exists, when it was
made or last updated, and for what product/ service/ idea. Also
include information about why it was chosen, and what need/
problem it was responding to or what need/ problem it was
trying to persuade the audience actually exists. Prove the thesis
below it, not above it. If appropriate, provide a bridge from the
introductory sentences to the thesis. Please review the Pptx
presentation for this week for more information on the
rhetorical analysis. You must analyze your ad using the three
areas, which you need to name either using the Greeks terms
(logos, etc.) or the translated terms (appeal to reason, etc.).
Then put your thesis statement here; the thesis must include
your overall impression plus that the ad or commercial will be
evaluated in three (named) areas.
II.
The topic sentence for paragraph number two belongs right
here; it is the start of the first sub-point.
A,
Here is your first detail as explained in the .pptx.
B.
Here is your second detail as explained in the .pptx.
III.
The topic sentence for paragraph number three belongs right
here; it is the start of the second sub-point.

8. A.
Here is your first detail as explained in the .pptx.
B.
Here is your second detail as explained in the .pptx.
IV.
The topic sentence for paragraph number four belongs right
here; it is the start of the third sub-point.
A.
Here is your first detail as explained in the .pptx.
B.
Here is your second detail as explained in the .pptx.
V.
Then put your conclusion or final paragraph here. Recommend
some changes that can be made to the ad or commercial to make
it more effective. If you already explained that it’s very
effective, suggest ways that this ad or commercial can be done
to appeal to another type of audience, and/or ways it can be
updated. Do not repeat or summarize information from earlier
paragraphs. Be sure to include just the url link of your
advertisement or commercial. Before you turn in the paper, go
to Review above and click on “Spelling & Grammar.” Not every
error will be flagged, and some that are flagged as errors are
actually correct. So this spell checker is not foolproof. Also,
check your word count at the bottom left corner of this page. If
you have fewer than 400 words, it’s a red flag that not enough
information exists. If you go above the suggested word count of
500 words, that’s OK—as long as you’re concise, not repeating
yourself, and including only relevant information. Do not
include a References page for this assignment. Then SAVE AS .
. your last name.first.RA.doc. Put in the Dropbox as an

9. attachment so that if done correctly, a paper icon appears next
to the assignment. When you put the Essay in the Dropbox, be
sure it’s your final copy to be graded. Also, be sure when it’s
graded to read the comments so that you can improve for your
next paper!