Speaker: Steve Jobs
Topic Area: Introducing the iPad
Consulted Sources: http://www.youtube.com/watch?v=WkUPp_Ds5P4&feature=related http://www.youtube.com/watch?v=COksMKCavuk&feature=relmfu
In 2010, in the Yerba Buena Center for the Arts in San Francisco, Apple co-founder Steve Jobs announced the iPad. In this presentation, Jobs talks about the reasoning behind inventing the iPad and what it can do. His speech is well designed; it has an opening, a body and a closing.
Jobs opened his presentation by saying: “We would like to kick off 2010 by introducing a truly magical and revolutionary product today.” He uses this sentence as a tagline to identify the iPad. He uses it in the opening: “iPad is a truly magical and revolutionary product.” The same phrase is used in the closing in a longer version: “iPad our most advanced technology in a magical and revolutionary device at an unbelievable price.” The use of the word “magical” puts the focus on its emotional appeal, which makes of it a user friendly product rather than a technological device. He also uses repetition: “Now the iPad, if you can sum it up, is our most advanced technology in a magical and revolutionary device at an unbelievable price.” By repeating this key line, he sets the product in the mind of his audience. His speech is marked by paced speed and pauses, yet very confident. He speaks slowly and takes time to articulate his words clearly and get the audience feel comfortable following him without missing anything he says. He puts emphasis on key words to express not only the intellectual content that makes the iPad but also the experience , the emotion: “This is something exciting, this is better than looking at a smart phone, it’s better than a laptop, it’s extraordinary”, “It’s unbelievable great, it’s way better...