Project 1 ENG 1020
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This 8 page Class Notes was uploaded by Neha Bhagirath on Tuesday May 31, 2016. The Class Notes belongs to Eng1020 at Wayne State University taught by Dr. Reeder in Spring 2016. Since its upload, it has received 6 views. For similar materials see Intro to college writing in Foreign Language at Wayne State University.
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Date Created: 05/31/16
Rhetorical Analysis of “iPhones Target the Tech Elite” by Michael Macedonia Technological advancements made in the last decade have been phenomenal. From virtual reality to computer contact lenses, what can be done with computers has no barrier. Aside from the virtual reality and other items that many can not afford, there were phones. In the last decade, phones took a skydive into society, making their presence known in every household, with the iPhone seeing one of the largest successes. Needless to convince any phone owner, Apple has been one of the biggest companies, with the iPhone being a prime representation of their products. When the iPhone first hit markets, success was inevitable, and soon, newer versions were released, with the iPhone 7 currently waiting to hit stores. In an article published in the computer journal IEEE, titled “iPhones Target the Tech Elite,” the author, Michael Macedonia, analyzes the effects of the release of Apple’s iPhone on society. I believe Macedonia did an effective job of using ethos, pathos, and logos throughout his article, by displaying credibility, appealing to the audience’s emotions, and giving facts and statistics. In the article being analyzed today, “iPhones Target the Tech Elite,” Macedonia, a writer on the editorial board of IEEE, discusses the iPhone in a new spotlight: before the fame, before the first version was even released. He starts off describing the past success of Apple’s PC, the Apple II. He then goes on to make predictions on how it’s release will impact society financially, technically, and culturally, using different rhetorical strategies. In the financial aspect, he describes how the motivation to design this phone lay in financial gains, due to Apple’s earlier, hugely successful products, and that consumers would need to be well off in order to afford this phone. In the technical view, he lists the product’s characteristics, such as the screen size and Bluetooth capabilities, and how the human hand will be used instead of a stylus. To emphasize on the userfriendliness, he points out that it has iTunes and an internet browser, just like the Mac (Apple’s laptop) would. In portraying the cultural impact, it is stated that the first version of any product is always a test, and more costly. To contrast that, Apple will be releasing free new features for it’s users on a contract, to “test market services.” He ends on the note of the iPhone being more expensive, yet still attracting consumers, due to it’s sleek design, and “cool factor.” This article definitively covers different aspects of how the iPhone’s release will impact the world. Ethos is the first rhetorical strategy introduced in the article, when the author appeals to Apple’s track record. Showing that they were successful on earlier products, and that this success can be manipulated with the iPhone, shows credibility. This is depicted when the article reads “the iPhone is scheduled to debut in June 2007, 30 years to the month after the Apple II, the world’s first popular PC, appeared” (Macedonia.) To demonstrate what makes this iPhone unique, he asserts “what makes it different is that the device’s aesthetic appeal hides much of its complexity ... the design integrates well with the vertical market Apple has created ... The phone syncs with iTunes just like an iPod, and its software works like (and with) the Mac’s” (Macedonia.) Here, he provided examples as to why he believed the iPhone was exclusive and user friendly, instead of giving a statement without backing it up. To connect with reader more, Macedonia cited an expert in this field, Steve Jobs, providing background sales history as well, in the quote “Steve Jobs said at Macworld this January: “We’ve ... had some real revolutionary products. The Mac in 84, the iPod in 2001, and we’re gonna do it again with the iPhone in 2007” (Macedonia.) Macedonia comes off as if he knows the topic very well, and the credibility is proven when it states at the bottom of the article that he is a member of the Computer’s editorial board, writing for the journal “IEEE”, in the section for “Entertainment Computing.” He also uses logos many times to backup his claims. When he provides an “if…then” statement, and backs it up with an example, it is showing the reader that he is not pulling information from thin air. This is portrayed in the quote “If the iPhone meets expectations, it could create a new, unpredictable dynamic in the mobile phone marketplace. Already, for example, Sprint reduced the cost of its music downloads in March from $2.50 a song to 99 cents” (Macedonia.) In another quote, “the iPhone’s technical specifications are impressive,” he provides the link of his source (www.apple.com/iphone/technology/specs.html) before listing those specifications. Macedonia links each website used, boosting credibility by providing the source of his information. However, ethos was not shown as well as it could have been here. For example, Macedonia could have provided user experiences of Apple’s previous products, thus building his relationship with the audience for an improved appeal to ethos. The author appeals to pathos in this article to invoke different emotions, the prime one being the excitement and desire to be in an “Inner Ring” of sorts, by owning an iPhone. This is shown in the quote “the iPhone promises to build on Apple’s coolness legacy. it could quickly become known as the elite experience in a world that already has 10 billion mobile phones. Early adopters will thus be special, members of the tech elite” (Macedonia.) In another example, he discusses one downside, and a feeling of disappointment is provoked in the reader, realizing that this was not an indestructible phone, the way it was previously described. The same quote also depicts ethos and logos, because he is making a claim but backing it up with a prediction. This is shown when he states: “The phone’s lack of tactile feedback, other than its two hardware controls—the sleep switch and home button—has provoked much discussion … the iPhone’s screen will likely fall prey to smudges and fingerprints … However, Apple has had plenty of experience with virtual controls such as the clickwheel interface on the iPod and seems confident users will accept using the human finger as a stylus for the iPhone” (Macedonia.) An effective use of Pathos here was when Macedonia quickly counteracts the disappointment by stating that using a “human finger as a stylus” will quickly be accepted, appealing to the excitement that was previously invoked. To end the article adequately, pathos was invoked with an analogy mentioned at the beginning of the article, and that was brought back to tie things together: “Returning to the comet analogy, the iPhone could have as much of a disruptive effect on the existing cell phone market as the dinosaurkilling comet’s impact did 65 million years ago” (Macedonia.) This is appealing to our excitement because the image provoked through that statement, in relation to a phone now, ends the article with a bang, and users are left wondering just how sleek and stylish this new gadget will be. In essence, Macedonia does a fantastic job interweaving pathos, especially the feeling of desire and excitement that is provoked in the reader, pulling them in and making the audience interested in using the new phone. Macedonia appeals to the audience’s expectations by using logos throughout the article, and this is seen more often than the previous rhetorical strategies. This is because the article is of a factual nature, where he is describing the impacts of a new product on society. An example of appealing to logos is when he states the phone’s characteristics, as well as giving background information on it, in the quote “the device also has a plethora of wireless capabilities ... Bluetooth 2.0, and WiFi 802.11b/g … the primary broadband access method will be the iPhone’s WiFi capability, with 50 Mbps in the 802.11g mode” (Macedonia.) This helps the reader understand what is different in this device as compared to others. In another example of using product characteristics to win the reader over, he appeals to logos along with pathos: “the iPhone emphasizes aesthetics over features. The device is thin at 11.6 mm, but provides a large, clean display. The iPhone lacks keys, instead using a 3.5inch, 480 ▯ 320 pixel touch screen” (Macedonia). This invokes pathos because it gives excitement to the reader that the design for the phone will be superior to others, and incorporates logos because it appeals to the audience’s expectations by giving them something to look forward to. Another appeal to logos is when the author integrates a cause and effect type of situation in his statement, where he lists the financial impact that the iPhone will have (the cause), followed by the effect: that this impact could cause a further impact, in making the price of the device costly. This also brings up the prediction that in order to afford the phone, one must be wealthy, and that these buyers will produce more revenue from media downloads. This is shown in the statement “the rationale for Apple to create the iPhone is that the financial impact for the company, its supply chain partners, and consumers could be huge ... AT&T, the mobilephone service provider, will likely charge between $75 and $100 per month for a two year plan … this could raise the total cost of an iPhone to well above $3,000 over two years. Purchasers will thus need to be fairly affluent to afford such a device … those affluent buyers will generate new revenue from music, video, and movie downloads ” (Macedonia.) The quote involves ethos as well, because it does not show where the author got those figures from which decreases his credibility. Logos, along with ethos, are appealed to once more when the article gives an “if this happens … then” statement, and backs it up with an example, shown when Macedonia claims If the iPhone meets expectations, it could create a new, unpredictable dynamic in the mobile phone marketplace. For example, Sprint reduced the cost of its music downloads from $2.50 a song to 99 cents.” One downside of the iPhone is that it is currently too expensive, but to defend this, Macedonia gives the reason as to why he believes Apple’s market will still thrive, when he writes “yet the world continues to buy iPods more than any other MP3 player because they offer something others can’t: a bite of Apple’s cool factor, generated by the company’s great design and a fabulous user experience.” This weaves in pathos efficaciously, because he is playing on the audience’s emotions of that desire to be “it,” and have the coolest new gadget. Everyone has that inner desire to be in the loop, to be in the “know” of the technological world, and the way Macedonia has worded the article brings that up in the reader. Logos is extensively used, and continuously and effectively played throughout this article. Many times, it pulls ethos and pathos in as well, to make a well rounded piece of writing. The structure and wording of this article portrayed that it was set towards an audience of the techsavvy, as it started out immediately with terminology that one who was not familiar with computers would not understand. In his analysis, Macedonia has adequately portrayed his stance on the release of the latest iPhone, and how he believes it will have financial, technical, and cultural impacts in society. The use of rhetorical devices in writing is critical, as it showcases to the reader what the author intended to communicate in his writing, in this case, the impacts of the iPhone. Macedonia does an effective job at appealing to rhetorical devices, such as ethos, pathos, and logos, through his use of credible sources, emotional wording, and logical statistics and facts. Works Cited Macedonia, Michael. "IPhones Target the Tech Elite." IEEE (n.d.): n. pag. June 2007. Web. 28 May 2016.
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