Just Another Apple Product

A. The intent of Apple is to make their audience strongly desire their new product, the Apple iPad. This particular advertisement/marketing tool is designed to not only describe the basic uses, designs and features of the new technology but it is also designed to make the audience believe that they cannot live in the modern world without this new, fresh technology.

B. For the general public, the American consumer, this type of marketing works. These types of advertisements, guides to new products, allow the consumer to take a virtual look at the new item and then get a virtual taste of what it is really like to use such a product from the brief descriptions that accompany the images.

C. The kairos for this marketing ploy is perfect, as Apple has been (for the past few months) filling media sources and the general public with hype. The audience wants to know what new, innovative, break-through, technologically-advanced device Apple will create; not to mention Apple has not released anything ground breaking since the Apple iPhone. So, it is fitting that they release this product soon after flooding the world with their strategic bits of information.

D. Rhetorical Devices:
Diction
Apple is very effective in communicating how they feel about their new product. The words they use, the phrases they use, and the emotions they convey are all very effective at letting the audience know how Apple feels about their product. They are also very good at getting the audience to think the same way they do, that their new product is a necessity and that the audience would be lacking if they did not buy or even think about buying this new product.
Example: "With its crisp, vibrant display and unique software features, iPad is an extraordinary way to enjoy and share your photos."

Imagery
Word choice is key in this new, modern market around which our world revolves today. Apple conveys, not just in the images that they put on their website, through their word choice very clear images about the product. The audience conjures, within their minds, images of the product being used. Apple wants their products to seem universal and they make it seem just that when they cater their marketing to people understanding how they can use it in everyday life.
Example: "The large multi-touch screen on iPad lets you see web pages as they were meant to be seen--one page at a time. With vibrant color and sharp text."

Overstatement
Half of the statements that are on the iPad webpage are overstatements. They claim the iPad to be extraordinary, something almost unreal. It is as if the iPad is a mystical object that has descended from the sky to save all mankind from evil things like normal computers and simple music playing devices.
Example: "Our most advanced technology in a magical and revolutionary device at an unbelievable price."

Tone
The tone of the entire set of pages attributed to the product just evoke a feeling of pure amazement. The tone comes off as overly-excited and as such makes the all the text seem as if it is so exciting to read, when in reality it is not.
Example: "The high-resolution, 9.7-inch LED-backlit IPS display on iPad is remarkably crisp and vivid. Which makes it perfect for web browsing, watching movies, or viewing photos. With iPad, there is no up or down. "

E. Other Devices:
Nonlinearity
The descriptions of the product do not have a beginning, middle or end, so it is very non-linearly oriented. The reader can read any description and not be confused, for the descriptions do not need to be read in any order to make sense. One can simple open the webpage and start reading anywhere.
Example: http://www.apple.com/ipad/features/

Contrast
The images in the advertisements are very visually appealing mainly due to the contrast created within the images. The photos of the iPad consist of the iPad with a white backdrop or a person using the device in a white environment. Such a contrast between white, black and gray make the product stand out and accentuates its design to make it seem like a very striking product.
Also, the video advertisements are highly contrasting. The people discussing the product are very visually stimulating, as their outfits, and skin, contrast greatly with the white background (very much like the product).
Examples: http://www.apple.com/ipad/gallery/