Apple has outdone itself yet again with a sleeker, faster, and greener
MacBook notebook...or so they say.
Thesis: The new Apple MacBook is one of the greenest laptop computers in the world. But what does "green" even mean these days?
Tool Set #1: Triune Brain
1. Limbic-Calm, soothing background music that is timed perfectly as the claims are made
2. Limbic-Light green animated symbols that grab the audience's attention and convey simple messages
3. Neocortex-The words, "The greenest family of notebooks" conveniently placed at the end making sure that it is embedded as the take-home message
Tool Set #3: Shifts/Trends
1. Epistemological shift-use of animated images and symbols to convey messages as opposed to words
2. Economic shift-produced and broadcasted by Apple, Inc., the largest technology company i the world with a considerable amount of control over the industry-->corporate consolidation
3. Cultural shift-Having this ad on the Internet, Apple is able to see how many times it is watched and by whom, from which they can target specific people and areas of the Net
1. It's advanced aluminum and glass enclosure is completely recyclable
2. Extremely energy efficient
3. It runs on a quarter of the power of a single light bulb
4. Made without many harmful toxins used in other computers
5. The new MacBook is a member of the world's greenest family of notebooks
Photo: http://inhabitat.com/tag/apple-green-macbookTool Set #4:Principles of Media Education
1. "Reality" Construction/Trade offs-the new MacBook is good for the environment because it is completely recyclable, energy efficient, and made without many of the toxins used in other computers. But what other stories are not being told?
They are made without many of the toxins used in other computers but there could still be other harmful toxins used. The way they word their claim makes them able to get away with it as being true.
2. Value Messages- Targeting environmentally conscious individuals? Or a mere attempt at fitting in with the contemporary "green" movement/Greenwashing?
3. Production Techniques-Animated green symbols: recycle symbol, light bulb, the earth, sun, and clouds evoke a positive response
Tool Set #5: Persuasive Techniques
1. Hyperbole-"the world's greenest notebook"
2. Straw man-"made without many of the harmful toxins found in other computers"
3. Scientific evidence-"It runs on a quarter of the power of a single light bulb"
4. Symbol-Recycle symbol
5. Simple Solutions- If you buy this laptop over another brand's laptop you are acting consciously toward the environment
Photo:http://www.skirmantas.com/most-amazing-apple-wallpapers.html
