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Running Head: RHETORICAL ANALYSIS

Rhetorical Analysis of a Visual Text: IPhone 6s The only thing that changed is..
Eileen Ortega
The University of Texas at El Paso
Rhetoric and Composition RWS 1301 Instructor Erick A. Hood
September 26, 2015

Running Head: RHETORICAL ANALYSIS

The video The only that has changed is, is an advertisement for Apple, which was
released on YouTube, and can be viewed at the following link:
https://www.youtube.com/watch?v=aBYWGjIzvyw Apple is a multinational company,
that designs, develops, and sells consumer electronics, computer software, and online
services. Apple released this ad on September 9, 2015, which has gotten 3,459,696 views,
which shows it has a large audience of who watched the IPhone 6s ad. Apple intended
this video to go online to show the audience about their newest product, in were they
have gained the attention that they were seeking for. The intended audience is for youngadult, adults, etc., the age does not matter as Apple utilizes people with different ages,
and with different races in their video, to appeal to a wider audience. To persuade any
type of audience in the video, Apple uses ethos to raise credibility by having artists
feature in the video, also using a voice of persuasion to persuade the audience to buy their
latest product.

The video is a short, 1:00 of a narrative of the IPhone 6s being used by citizens with
different nationalities and ages. The video message is simply the IPhone 6s; throughout
the video it takes the audience into the world of the IPhone 6s. Describing deeply why it
is better, by showing how pressing an app it has different options, music, maps,
instagram, the way it reads an e-mail, read the news, the way it views apps have changed,
paying online, the different colors the IPhone 6s has, siri is more helpful than ever, it is
faster and smarter. Recording videos, taking pictures, and the way pictures come to life
taking the consumer into people lives with different nationalities across the world, and

Running Head: RHETORICAL ANALYSIS

the way the IPhone 6s is able to fit their everyday lifestyle. The special attention was of
course featuring the people using the IPhone 6s. The video instills the idea of getting the
IPhone 6S by using the quote the only thing that changed is everything. The creators of
the video rely on the audience to be persuaded by having the voice in the video have a
tone of persuasion and by having an understanding of the context that is shown. The
context is simply wanting the IPhone 6S by involving different global stars and normal
people using it in their life, showing the audience why it is good, instilling the idea of
wanting. This context works because it persuades the consumer in thinking that the
IPhone 6S is needed, required, Apple works in telling the audience in subtle ways to get
the phone. Audiences will have the idea of wanting the IPhone 6S by the end of the
video, and with the large audience, quantities will probably have an IPhone, which works
in Apple favor since it would be known what it is like to have an advanced phone and it
will be even easier to persuade these type of audience in purchasing the IPhone 6S.

This ad is designed to be viewed by a mass audience around the world who


has a laptop, computer, and any kind of gadget that has access to the Internet in order to
view the video with a capability of a resolution of an auto of 480p. This video was shot
with brightly eye candy styles, which put more focus on the colors, and the
surroundings of the video. This video is shot professionally with high lens camera to
show the viewer a high resolution of what Apple is promoting. Throughout the video it is
noticeable when the IPhone 6S is shown, the colors and the people surrounding the phone
is muted or dimmed only the IPhone 6S is the main focus, the screen is brightly lit with
vibrant colors popping out which appears to be more prominent.

Running Head: RHETORICAL ANALYSIS

The video has a unique technique in visual montage that shows the way the phone
works and the way the people in the video react to the IPhone 6S and using a narrative
voice to guide the audience in what it makes this particular phone so great. A fast-paced
song is used (Apple Pie by Rafferty) building the climax in different parts of the video
that keeps the audience captivated and having this feeling of riding that paced and not
being left behind. The video relies heavily on visual images, and speech to show step by
step why the IPhone 6S should be bought and by utilizing celebrities to build its
credibility and prolonging the wanting feeling in the audience. The ending font is lit and
bold with three Asian guys in the background taking a picture with a city behind them
brightly lit with a variation of different colors which has a deeper meaning in saying get
this phone now, you do not want to be left behind right?
The emphasis of the video is obviously the IPhone 6S it is straight to the point
throughout the video. As referenced from before, the IPhone 6S is the main focus in
making it brighter and dimming or muting its surrounding allowing the colors pop out
even more. The creators were clever in having a narrative structure in the video, in
guiding the audience, and having moments or sarcasm, irony to make the message more
powerful, also one of the highlights of this video is Selena Gomez which reinforces the
product even more than before the beginning of the video, and since the video plays with
the feelings of the audience, and with the captivating attention it will encourage the
audience to re-watch it. The video is modern and fast-paced as Apple is in its true nature
it builds up to this feeling of not being left behind, in catching up with what the big it is
in now.

Running Head: RHETORICAL ANALYSIS

Using the Toulmin Schema as a rubric for analysis, the ad claims the IPhone 6S is
faster unique in its different design, and is better for everyone to use because its amazing
with its 3D fingerprints, 4K video, Flash camera, Live Photos with a 12 mega pixel, it is
the it technology gadget. This claim is used with the sign the only thing that changed
is everything. Apple uses data by having a link in taking the consumer to their website
and describing in detail in what makes the IPhone 6s unique. The story relies heavily on
visual techniques to support what Apple claim stands for. As an unspoken warrant of their
claims and evidence, they are suggesting the IPhone 6S is a component of what the
consumer needs in their every day life, the IPhone 6S will complete their routines and
work with the person daily life without much problem. The only qualifiers employed as
stated before is the only thing that changed is everything in order to fulfill their claim.
The ad in itself has no room for any explicit for rebuttals or contrasting opinions because
the commercial is structure as a narrative rather than an argument, it is to the point, fast
paced. The ad was built on a persuasive tone, a thrill with the music. It was built in
convincing in getting the phone before its too late. The message is get it now.

In accordance with to the Ramages question of stasis, the thing being analyzed is
a phone advertisement. The advertisement has its own unique way in following the way
this video was filmed ending with a modern feeling. Apple relies on ethos by raising
attention in the phone since it is clear the narrative voice knows exactly what it is
advertising. The emotion of ethos its about excitement in having the opportunity to
upgrade to a new phone, and Apple is well known around the world because of its
previous IPhones, it is trustworthy to the audience who watches it. It also utilizes global

Running Head: RHETORICAL ANALYSIS

stars like Selena Gomez to instill the longing of wanting the phone in persuading the
audience and this is where Pathos comes in. Pathos is used with the narrative voice
because of the sarcasm, the company went for a humorous side of things with that, and
the voice made it sound hey point blank this is the IPhone 6S Im not kidding go get it.
The narrative voice uses irony with the little kid in being surprised as it realizes the
young boy is reading the news which shows now in society a lot of young kids do not
read the news because of video games, playing outside and it is also where Apple gets
this idea. Also the sarcasm is visible in the end of the video, as it says, the only thing
that changed is everything. Apple manipulates the voice cleverly since it has a
persuasive tone in all the different situations it is put in. As for logos, it would be using it
everyday and providing facts as the 3D touch would make the user be able to use the
phone faster and getting around apps faster.

The commercial claims its product is good and amazingly with its qualities and
have a clean presentation in what it is about. The color in the gadget has changed as seen
in the video, rose gold was emphasized throughout the whole commercial. The only bad
thing it might be perceived from the public is Apple comes out with a different phone
every year, the IPhone 6 and the plus debuted September 19,2014, and for what its worth
it is still new but the better phone now is the IPhone 6S. A lot of people will get this
phone because its new and advanced, consumers get it because of how it looks , its
different and expensive. The IPhones are used as status to a lot of young people, it may
no be the case with everyone but it is how it is perceived especially coming from the
middle class or poor class, this IPhone is seen as unnecessary and a waste of money.

Running Head: RHETORICAL ANALYSIS

Apple knows because of how advanced and modern the IPhones look there is no
need to worry about sales dropping instead according to Apple it claims its sales could
surpass the record breaking sales of IPhone 6 last year. No actions needs to be done,
Apple Industry is a global company which sells millions of their phones since indeed the
phones are a great gadget and will get money from the consumers wallet.
In relation to Ramages elements of the rhetorical situation, the rhetorical act can
be interpreted as the headline the only thing that changed is everything. This message
seems to be related with Apple always modernizing and always being on top of
technology, always advancing. The presentation of this message is to persuade the
audiences with a longing of joining one of those people in the video, in having what they
have to be fast-paced as well. This advertisement relies heavily on persuasion and also
the choice of visual was chosen. The narrative voice and the people and artists allowed
this video to be an art in itself by having high quality of colors, and modernizing the
video to Apple standards.

In relation to the rhetorical sense, the advertisement takes place in modern time as
of now 2015 since the published date is September 9,2015 and there is the IPhone 6S
which is an advancement of technology in itself. The place where it took place is
unknown, because the video showed people with different nationalities and different
countries can be assumed it took place since Apple is a global company. The commercial
is meant to appeal to the audience life in how they are able to use the phone to its
advantage, and everyday life.

Running Head: RHETORICAL ANALYSIS

Apple video advertisement appeals to audiences on a fast-paced technology level


and wanting what is best for themselves. Audiences need to be familiar with what Apple
has to offer to understand in wanting a phone that has it all, it is faster than a computer in
order to open to persuasion. The creators of this video relies on visual and narrative voice
to appeal to audiences, because of the clever visuals it encourages and captures the
audiences attention to re-watch which further instill the idea in getting the phone to
keeping up with the world. Apple cleverly associates celebrities and fast paced music to
reach its ultimately goal to grab the audiences attention in luring them to get the IPhone
6S.

References

Running Head: RHETORICAL ANALYSIS


AppleiPhone6sTheOnlyThingThatsChangedIs
https://www.youtube.com/watch?v=aBYWGjIzvyw

theguardian.com
ApplepredictsiPhone6Ssaleswillbreakrecords
http://www.theguardian.com/technology/2015/sep/25/apple-predicts-iphone-6s-saleswill-break-records