What makes Steve Jobs' rhetoric so successful?

[JEdge]

Hello fellow Escapists,

I've been reading a lot about the new iPad, as I'm sure you have been too, and I've been wondering what it is that makes Jobs' keynote speeches so effective. I used to do a lot of linguistic analysis as part of my English Language and Literature A-Level, but I'm a little rusty, and Jobs' rhetoric seems much more subtle than anything I've analysed before - do any of you have any ideas?

Remember, this isn't about Apple's hardware or Apple as a brand, per se - but Steve Jobs' constructed speech and onstage presence alone.

 

[dolgion]

Interesting question.

I'm not a linguist or anything, but I think that reason are:

Apple products are just so much more cohesive and elegant in design, and have been for a long time that the brand itself just has become a synonym. No other tech company has that image of quality in design. Things like only using the best materials, how the iMac's backpart is made of aluminium and what not - and being expensive therefore too, just conviced people that Apple products are worth their cost.

Jobs first of all has an appearance of a minimalist, just as his products are designed as well.
Then, he clearly has experience in talking to big audiences. He keeps his cool, he is confident with his rhythm and loudness of voice etc. He constantly uses words like "...there...isn't that gorgeous?" "It's EVEN thinner. But not just a little bit....one THIRD thinner." He says it like it is the biggest shit since the written word and sounds completely convinced of himself. This combination of himself being confident in his product, his product being expensive and stylish, his company being famous and having a long history is what spawns these legions of IMO mindless Apple fanboys who will just anything Jobs tells them to buy.

But I have to admit, his products ARE great.

 

[Lionsfan]

I think it's part Steve Jobs being a pretty average salesperson and part of it has to do with Apple though, they've built up a reputation of having the best latest technology so all Jobs has to do it just get up there in his Black Sweater and Recite Sales Speech A. So combine his Honest-looking Stage Persona and a history of effective simple products and that's why Apple does so well

 

[ace_of_something]

His power lies in his black turtlenecks.

 

[Woodsey]

Its more to do with Apple's rep.

Their marketing for the iPad wasn't exactly what I'd call subtle ("ooh, its magic you cannot comprehend!").

He's a pretty charismatic guy though, and delivery counts for a lot more then people might think.