Truly Magical: Advertising, Rhetoric, and the iPad

7/26/2019 Truly Magical: Advertising, Rhetoric, and the iPad

1/13

Running head: ADVERTISING, RHETORIC, AND THE IPAD 1

Truly Magical: Ader!i"ing, Rhe!#ric, and !he iPad

Ryan S$ Eane"

%nier"i!y #& Oreg#n

Au!h#r N#!e

Thi" 'a'er (a" 're"en!ed a! !he In!erna!i#nal A""#cia!i#n r Media and C#))unica!i#n

Re"earch *+1 C#n&erence in Du-lin, Ireland, in .une *+1$

S#)e ele)en!" #& a 'rei#u" er"i#n #& !hi" 'a'er (ere 're"en!ed a" a re&ereed !al/ a! !he

Ta-le! Sy)'#"iu) a! !he %nier"i!y #& Su""e0, righ!#n, England, in A'ril *+1$

C#rre"'#ndence regarding !hi" ar!icle "h#uld -e addre""ed !# Ryan S$ Eane", %nier"i!y

#& Oreg#n Sch##l #& .#urnali") 2 C#))unica!i#n, *1+ Allen Hall, 1*34 %nier"i!y #& Oreg#n,

Eugene, OR 536+71*34$


2/13

ADVERTISING, RHETORIC, AND THE IPAD*

A-"!rac!

8r#) !he )#)en! !ha! i! (a" in!r#duced -y A''le in A'ril *+1+, !he iPad ha" -een

)ar/e!ed a" )#re !han 9u"! a !a-le! c#)'u!er$ A''le" 're"" relea"e !#u!ed !he deice a" ;)agical

and re#lu!i#nary< =A''le, *+1+>, (i!h !he la!e S!ee .#-" )a/ing headline" -y 'arr#!ing !hi"

language =Su!!er 2 Gr#"", *+1+>$ The hy'er-#lic language "urr#unding !he iPad" in!r#duc!i#n

c#uld "i)'ly -e di")i""ed a" a cleer )ar/e!ing 'l#y, 'ar!icularly in ligh! #& cri!ic" ini!ial 'an"

#& !he deice, calling i! n#!hing )#re !han a ;-ig iP#d !#uch< =8#0 2 Al-r#, *+1+>$ De"'i!e !he"e

cri!ici")", (hich called !he iPad" !echn#l#gical "#'hi"!ica!i#n in!# ?ue"!i#n, !he n#!i#n #& !he

iPad a" ;)agical< ha" 'er"i"!ed )#re !han !hree year" a&!er !he in!r#duc!i#n #& !he #riginal

)#del$ u! (ha!, e0ac!ly, i" ;)agic< a-#u! !he iPad@ Thi" 'a'er e0'l#re" !he religi#u",

an!hr#'#l#gical, and '"ych#l#gical #rigin" #& !he e"!ern n#!i#n #& )agic, and 'r#'#"e" !ha!

A''le" )ar/e!ing ca)'aign care&ully de'l#yed rhe!#rical ader!i"ing deice" in !he r) #&

!radi!i#nal !elei"i#n c#))ercial" and a''eal" &r#) au!h#ri!y !# di&&eren!ia!e !he iPad a" )agical$


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ADVERTISING, RHETORIC, AND THE IPAD

Truly Magical: Ader!i"ing, Rhe!#ric, and !he iPad

In *+1+, S!ee .#-" !##/ !he "!age a! an A''le 're"" c#n&erence (here he in!r#duced !he

&ir"! genera!i#n iPad$ The 'u-lic g#! i!" hand" #n !he deice !hree )#n!h" la!er, and "ince !hen,

!he iPad ha" -ec#)e !he )#"! ?uic/ly ad#'!ed A''le deice eer )anu&ac!ured, (i!h )#re !han

B6 )illi#n "#ld -y !he &all #& *+1* indeed, re!ailer" cla)#red !# "!#c/ !he deice "h#r!ly a&!er i!"

relea"e, "eeing i! a" a "ure7&ire (ay !# 'r#' u' dr##'ing c#n"u)er "'ending in !he (a/e #& a

rece""i#n =ear)#n!h, *+1+>$ a"ed #n "ale" &igure" al#ne, i! i" &air !# "ay !ha! !he iPad "a!i"&ied

a de)and r a c#n"u)er7grade !a-le! !ha! 'rei#u" deice" had &ailed !# &ul&ill$

.#-" and !he A''le )ar/e!ing de'ar!)en! "hre(dly '#"i!i#ned !he iPad a" )#re !han !he

"u) #& i!" 'ar!", de"'i!e !he &ac! !ha! !echn#l#gically "'ea/ing !he deice (a" rela!iely

under'#(ered, 'ar!icularly (hen c#)'ared !# A''le" &ull7&ledged la'!#' and de"/!#'

c#)'u!er"$ S#)e cri!ic" (ere un&riendly !# !he deice, )#c/ing i! a" n#!hing )#re !han a ;-ig

iP#d !#uch< =8#0 2 Al-r#, *+1+>$ De"'i!e !he"e cri!ici")", -#!h A''le, in a 're"" relea"e =A''le,

*+1+>, and .#-", in hi" /eyn#!e a! !he iPad" in!r#duc!i#n =Su!!er 2 Gr#"", *+1+>, re&erred !# !he

e0'erience #& u"ing !he iPad a" ;)agical$< .#-" al"# u"ed a d#en #r "# #!her hy'er-#lic

ad9ec!ie" !# elea!e !he iPad and !# "e! i! a'ar! &r#) all #!her c#)'u!ing e0'erience"F!he iPad,

.#-" (a" "aying in "# )any (#rd", crea!ed a ne( 'aradig) in '#r!a-le c#)'u!ing$ The

ll#(ing year, (hen .#-" in!r#duced !he iPad *, #nce again -#!h he and !he A''le )ar/e!ing

!ea) lauded !he u'graded deice a" ;)agical< =A''le, *+11>$

In a "h#r! !i)e, ;)agic< had -ec#)e 'ar! #& !he )y"!i?ue and l#re #& !he A''le -rand,

!han/" in n# ")all 'ar! -ecau"e #& .#-" re'ea!ed u"e #& !he !er), and al"# -ecau"e A''le hadn!

he"i!a!ed !# u"e !he !er) ;)agic< 'ri#r !# #r ll#(ing .#-" /eyn#!e addre""e"Findeed, !he

c#)'any decided !# call !(# #& i!" rea)'ed in'u! 'eri'heral" !he Magic M#u"e and !he Magic


4/13

ADVERTISING, RHETORIC, AND THE IPAD6

Trac/'ad, de"'i!e !he &ac! !ha! cri!ic" (ere n#! !erri-ly i)'re""ed (i!h ei!her #&&ering

=ange)an, *++5 T#'#l"/y, *+1+>$ A''le )ar/e!ing e0'er!" (ere al"# li/ely a(are #&

9#urnali"!" (illingne"" !# u"e language re&erencing )agic in "!#rie" #n !echn#l#gy =S!ahl, 1554>

"ure en#ugh, )any !echn#l#gy c#lu)ni"!" and 9#urnali"!" did indeed 'arr#! !hi" language

=ennedy, *+1* Rich)#nd, *+1* Van De #gar!, *+1*>$

Re&erring !# !he iPad a" ;)agical< (a" a calcula!ed deci"i#n !ha! !##/ adan!age #& !he

(ide"'read '#'ulari!y #& )agic7!he)ed )edia, including !he (ildly '#'ular ;#rd #& !he Ring" !ha! i", )edia can guide #ur r)a!i#n #& idea"$ y re&erencing, and !herere ac!ia!ing, !he

"che)a r )agic re'ea!edly in )ar/e!ing c#n!e0!", A''le crea!ed a c#nnec!i#n -e!(een !he iPad

and !he )agic "che)a$ The "!ic/ine"" #& !he !er)in#l#gyFin #!her (#rd", !he e&&ec!iene"" #&

!he )e""ageFcan -e crudely )ea"ured -y e0a)ining !he G##gle "earch hi"!#ry r !he 'hra"e

;)agic iPad,< (hich ha" "!eadily cli)-ed "ince !he launch #& !he deice in *+1+$

A "i)'le de)and7-a"ed e0'lana!i#n #& !he iPad" in!r#duc!i#nF!ha! !he deice &illed a

niche in !he )ar/e! in a (ay !ha! 'ri#r !a-le!" had &ailed !#Fi" n#! en#ugh !# e0'lain (hy

indiidual" c#n!inue !# de"cri-e !he iPad a" )agical$ H#( d# e"!ern audience" c#nceie #&

)agic, and h#( did A''le )anage !# a""#cia!e !he iPad (i!h !h#"e c#nce'!i#n"@

Conceptualizations of Magic

A reie( #& !he acade)ic li!era!ure 'er!aining !# c#nce'!i#n" #& )agic re"ul!" in

"!ri/ingly &e( direc! hi!", (i!h )#"! re"ul!" c#)ing &r#) !he an!hr#'#l#gical !radi!i#n$ H#(eer,

a cl#"er e0a)ina!i#n #& !he"e "#urce" reeal" rich in!erdi"ci'linary in!erac!i#n religi#n,

an!hr#'#l#gy, '"ych#l#gy, neur#"cience, and c#))unica!i#n all c#)e in!# 'lay, 'ar!icularly


5/13


(hen c#n"idering !he '#""i-ili!y !ha! e"!erner", 'ar!icularly A)erican", )ay carry &airly

"#'hi"!ica!ed "che)a!a 'er!aining !# )agic$ Sche)a !he#ry '#"i!" !ha! #ur /n#(ledge and

e0'erience" are #rganied in!# c#gni!ie "!ruc!ure" called ;"che)a!a< !ha! "ere !# ;"i)'li&y

reali!y 'e#'le u"e "che)a!a !# #rganie curren! /n#(ledge and 'r#ide a &ra)e(#r/ r &u!ure

under"!anding< =H#neycu!!, Ma'', na""er 2 anner, *++5, '$ *4>$ Sche)a!a are e)'l#yed !#

reduce c#gni!ie l#ad ra!her !han haing !# crea!e ne( a""#cia!i#n" eery !i)e (e enc#un!er

ne( inr)a!i#n, an indiidual can in"!ead acce"" relean! 're7e0i"!ing "che)a!a and add !#

!he"e "!ruc!ure" =Mandler, 15B6>$ A" cul!ural in&luence", hu)an -i#l#gy, and 'ure7and7"i)'le

hear"ay can h#ld "(ay #er !he deel#')en! #& "che)a!a 9u"! a" ea"ily a" &ac!ual inr)a!i#n

can, i! i" cri!ical !# c#n"ider a" )any in&luence" in!# !he deel#')en! #& an arche!y'ical e"!ern

;)agic "che)a< a" '#""i-le$

ecau"e #& !he r#le !ha! Chri"!iani!y ha" 'layed #er !he c#ur"e #& A)erican hi"!#ry, and

-ecau"e a )a9#ri!y #& A)erican" "!ill iden!i&y !he)"ele" a" Chri"!ian" =#")in 2 ey"ar,

*++5>, A-raha)ic c#nce'!i#n" #& )agic are relean! !# a cul!urally l#aded "che)a and "h#uld -e

c#n"idered$ The A-raha)ic !radi!i#n i" -a"ed u'#n a -elie& in !he I"raeli ;liing g#d< /n#(n a"

HH$ The crea!i#n )y!h" #& !hi" !radi!i#n indica!e !ha! HH (a" 'erceied !# e0i"! (i!h#u!

any li)i! !# Hi" "#ereign!y #r '#(er, haing crea!ed !he unier"e ex nihilo$ The A-raha)ic

!radi!i#n "!re""e" !ha! HH deli-era!ely le&! a cha") -e!(een Hi)"el& and )an, (hile

"i)ul!ane#u"ly 're"cri-ing )#n#!hei"!ic (#r"hi' a" !he 'ri)ary )ean" r )an !# c#))une

(i!h Hi)$ In #!her (#rd", !he A-raha)ic, and !herere .ude#7Chri"!ian, )#ral c#de (a" G#d7

i)'#"ed =Ta)-iah, 155+>$ Indeed, !he Pen!a!euch, #r T#rah, c#n!ain" a grea! )any regula!i#n",

'r#hi-i!i#n" and re"!ric!i#n" !ha! HH i""ued !# !he I"raeli!e"$ The"e included a 'r#hi-i!i#n #n

)agic, "#rcery #r diini!y =Deu!$ 1B:5716 Ne( In!erna!i#nal Ver"i#n>, n#! -ecau"e )agic (a"


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ADVERTISING, RHETORIC, AND THE IPADJ

ac!ually e&&ec!ie in reaching -ey#nd HH" "#ereign!yFin"!ead, diina!i#n (a" ie(ed a"

an a!!e)'! !# circu)en! G#d, #r !# i)'#"e )an" (ill #n G#d, (hich (a" r-idden =I"a$ 44:B75

Ne( In!erna!i#nal Ver"i#n>$ The ac! #& diina!i#n (a" an a""aul! #n HHFa "#r! #& rhe!#rical

(ea'#n in !he r) #& a c#))and i""ued again"! !he unc#))anda-le$

The Chri"!ian !radi!i#n" 'r#hi-i!i#n" again"! )agic 'er"i"! een !#day$ C#n"ider, r

e0a)'le, !he #u!cry #& Chri"!ian leader" #er !he '#'ulari!y #& !heHarry Potter-##/" and &il)"$

A #cal nu)-er #& Chri"!ian leader" "#ugh! !# -an !he -##/" &r#) li-rarie", (i!h "#)e )ini"!er"

g#ing "# &ar a" !# de"ecra!e c#'ie" #& !he -e"!"eller, arguing !ha! .$ $ R#(ling" &ic!i#nal

#lu)e" (#uld en!ice children in!# da--ling (i!h !he #ccul! =A""#cia!ed Pre"", *++1 C#"",

*++* D#yle, *++1 H#llen-ec/, *++5 I"hiu/a, *++ hi!e, *+++>$ The Chri"!ian religi#n

c#n!inue" !# de)and an un(aering &ai!h in G#d, 9u"! a" !he earlie"! A-raha)ic !radi!i#n" did$

O-9ec!#r" !# !hePotter&ranchi"e ie( )agic and !he #ccul! a" i#la!i#n" #& !ha! &ai!h indeed,

Chri"!ian" are e0'ec!ed !# under"!and !heir 'lace a" hu)an -eing" i" in a '#"i!i#n #& "u-)i""i#n

!# G#d$ The "i)'le -elie& !ha! #ne can circu)en! G#d" (ill i" 'r#-le)a!ic g#ing "# &ar a" !#

!a/e "#)e "#r! #& ac!i#n again"! G#d ='rei#u"ly de"cri-ed a" ;c#))anding !he

unc#))anda-le, regardle"" #& !he "ucce"" #r &ailure #& !he ac!i#n, i" -la"'he)#u" =H#lahan,

*++*>$

An!hr#'#l#gi"!", h#(eer, d# n#! acce'! !ha! religi#u" ri!ual and -elie& can &ully e0'lain

!he c#nce'! #& )agic, e"'ecially a)#ng"! !h#"e cul!ure" !ha! d# n#! 'rac!ice )#n#!hei"!ic

(#r"hi'$ Tyl#r c#nceied #& )agic a" 'ri)arily an err#ne#u" a""#cia!i#n #& idea", de"cri-ing !he

deel#')en! #& )agical !hin/ing a" ;)i"!a/ing an ideal r a real c#nne0i#n KsicL< =15*+, '$

11J>$ 8#r e0a)'le, a )e)-er #& a 'ri)i!ie cul!ure )igh! n#!ice !ha! !he "un ri"e" a! !he "a)e


7/13


!i)e a r##"!er cr#(" a )i"!a/en in&erence can re"ul!F!ha! !he cr#(ing #& !he r##"!er ac!ually

cau"e" !he "un !# ri"e =Ta)-iah, 155+>$

I ha"!en !# '#in! #u! !ha! !he "#7called 'ri)i!ie )an i" n#! !he #nly )e)-er #&

hu)an/ind "u"ce'!i-le !# !hi" /ind #& err#ne#u" !hin/ing$ Hu)an -eing", a" )en!i#ned, are

c#gni!iely lay (e "ee/ #u! 'a!!ern" and #&!en "ee !he) (here !hey d# n#! ac!ually e0i"!$ Such

a )i"!a/e i" /n#(n a" a &al"e '#"i!ie, a Ty'e I err#r, #r, )#re r)ally, a 'areid#lia$ M#"!

indiidual" are "u"ce'!i-le !# 'areid#lia" &r#) !i)e !# !i)e, !h#ugh !heir #ccurrence i" largely

un'redic!a-le$ I! "ee)", h#(eer, !ha! rand#) 'a!!ern" #& da!a can #cca"i#nally !rigger unrela!ed

!h#ugh!", (hich re"ul!" in eery!hing &r#) "eeing a duc/7"ha'ed cl#ud !# "elling a !#r!illa !ha!

allegedly -ear" an i)age #& .e"u" =S!#lln#(, *++B V#"", 8eder)eier 2 Paller, *+1*>$ Indeed,

!he 'areid#lia i" -u! #ne #& )any !y'e" #& 'erce'!ual err#r"Fand ca!al#ging all #& !he"e err#r" i"

(ell -ey#nd !he "c#'e #& !hi" 'a'er$ Su&&ice i! !# "ay !ha! !he -rain i" 'r#ne !# a arie!y #&

'erce'!ual err#r", -#!h large and ")all =N#r)an 2 Ru)elhar!, 1534 S#l!i", 15JJ>$

A "i)'le neur#l#gical e0'lana!i#n #& !hin/ing err#r" i" hardly "a!i"&ac!#ry in e0'laining

e0'erience" !ha! !ruly "ee) )agical #r ;'aran#r)al$< Indeed, '"ych#l#gi"!" de&ine 'aran#r)al

e0'erience" a" !h#"e !ha! indiidual" -eliee deia!e &r#) eeryday lied e0'erience and

#rdinary e0'lana!i#n" r reali!y =Cardea, ynn 2 ri''ner, *+++>$ In #!her (#rd", 'aran#r)al

e0'erience"F)agical e0'erience"Fare !h#"e !ha! challenge #ur -elie&"$ hen (e cann#! readily

e0'lain "#)e!hing !ha! (e enc#un!er, i! i" #&!en ea"ie"! !# a""u)e !ha! an un"een '#(er #r

)y"!eri#u" rce i" re"'#n"i-le$

The iPad as Manifestation of Magic

The are)en!i#ned !he#rie" and )#del" all c#n!ri-u!e !# a c#nce'!ualia!i#n #& a "che)a

r )agic !ha! i" )ade )#re c#)'le!e !hr#ugh indiidual e0'erience a" (ell a" "hared cul!ural


8/13

ADVERTISING, RHETORIC, AND THE IPADB

n#r)"$ Recall, h#(eer, !ha! "che)a!a are n#! "!a!ic #r "!agnan!Fne( inr)a!i#n and

e0'erience" can re"ul! in rei"i#n" !#, and cr#""7c#nnec!i#n" -e!(een, #ur ari#u" "che)a!a$

A''le" )ar/e!ing rhe!#ric, (hich deli-era!ely e)'l#y" re&erence" !# )agic, ac!ia!e" #ne"

)agic "che)a &r#) !here, !he n#el e0'erience #& u"ing !he deice can ac!ually al!er !hi"

"che)a, in"!an!ly elea!ing !he iPad in cer!ain (ay" a-#e #!her elec!r#nic deice", "i)'ly

-ecau"e i! ha" -een a!!ached !# !he "che)aF!he c#gni!ie "h#r!cu!F'er!aining !# )agic$

A''le" )ar/e!ing rhe!#ric 'layed a r#le in !he addi!i#n #& !he iPad !# !he )agical

"che)a$ Acc#rding !# Craig, &r#) !he '#in! #& ie( #& !he c#))unica!i#n re"earcher, rhe!#ric i"

!y'ically de&ined a" c#))unica!i#n de"igned !# a''eal !# an audience and inr) i!" 9udg)en!

=1555>$ In #!her (#rd", rhe!#rical deice" are "!ra!egic !##l" !ha! are de'l#yed !# 'er"uade an

audience$ ha!, !hen, (a" S!ee .#-" !rying !# d# #n "!age a! hi" c#)'any" 're"" c#n&erence in

.anuary *+1+@ He (a" "i)'ly !rying !# d# (ha! eery g##d "ale")an d#e"Fhe (a" !rying !#

c#nince hi" audience !ha! i! "i)'ly c#uld n#! lie (i!h#u! !he iPad$ A" )en!i#ned 'rei#u"ly,

!hi" a''r#'ria!i#n #& language rela!ed !# )agic (a" clearly deli-era!e, a" A''le had 'u-li"hed

're"" relea"e" 'ri#r !# !he iPad" in!r#duc!i#n !ha! included !he !er)" ;)agic< #r ;)agical$, in!erac!ing (i!h !he deice i" a )ul!ilayered

e0'erience !ha! "!and" a'ar! &r#) )#"! #!her in!erac!i#n" (i!h !echn#l#gy$ The u"er i" n#! !ruly

;c#))anding< !he iPad ra!her, !he iPad" hard(are c#ner!" !#uch c#))and" in!# "#&!(are

c#))and", e0ecu!ing #ne "u-r#u!ine a&!er an#!her$ I! i" !he "#&!(are and !he hard(are (#r/ing

in uni"#n !ha! )a/e" !he iPad ac!ually (#r/, and ye! !he n#el )ul!i!#uch in!er&ace c#nceal" all

#& !he c#de and circui!ry$ ha! i" le&! i" !he 'erce'!i#n !ha! !he u"er i" direc!ly c#n!r#lling !he

iPad, a 'erce'!i#n !ha! !he u"er i" )#re 'r#ne !# de"cri-e a" ;)agical< !han/" !# S!ee .#-" and

A''le )ar/e!ing$


11/13


Re&erence"

A''le$ =*+1+>$ A''le launche" iPad: Magical 2 re#lu!i#nary deice a! an un-eliea-le 'riceKPre"" relea"eL$ Re!rieed &r#) h!!':((($a''le$c#)'rli-rary*+1++1*3A''le7

aunche"7iPad$h!)l

A''le$ =*+11>$ A''le launche" iPad *: All ne( de"ign i" !hinner, ligh!er 2 &a"!er (i!h 8aceTi)e,

S)ar! C#er" 2 1+ h#ur -a!!ery KPre"" relea"eL$ Re!rieed &r#)

h!!':((($a''le$c#)'rli-rary*+11++*A''le7aunche"7iPad7*$h!)l

A""#cia!ed Pre""$ =*++1, N#e)-er *6>$ Harry P#!!er and hi" (iardry "!ill anger "#)e

c#n"era!ie Chri"!ian cri!ic"$ The Regina Leader-Post, '$ G3$

ange)an, E$ =*++5>$ #u (in "#)e, y#u l#"e "#)e: A reie( #& A''le" Magic M#u"e$Ars

Technica$ Re!rieed &r#) h!!':ar"!echnica$c#)a''le*++511y#u7(in7"#)e7y#u7l#"e7

"#)e7a7reie(7#&7a''le"7)agic7)#u"e

Cardea, E$, ynn, S$ .$, 2 ri''ner, S$ =*+++>$ Varieties of anomalous experience: Examining

the scientific evidence$ a"hing!#n, DC: A)erican P"ych#l#gical A""#cia!i#n$

C#"", S$ =*++*, .anuary 1*>$ An eil "'ell@ Tampa Triune, '$ 6$

Craig, R$ T$ =1555>$ C#))unica!i#n !he#ry a" a &ield$ !ommunication Theory" #=*>, 11571J1$

D#yle, M$ =*++1, N#e)-er 1J>$ Chri"!ian "ch##l" are (ary #& Harry$ The !olumian, '$ C1$

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Truly Magical: Advertising, Rhetoric, and the iPad