THE USE OF PERSUASIVE LANGUAGE IN STEVE JOBS’ BUSINESS SPEECHES: A RHETORICAL ANALYSIS

Zachary, Jesse Hykel (2026) THE USE OF PERSUASIVE LANGUAGE IN STEVE JOBS’ BUSINESS SPEECHES: A RHETORICAL ANALYSIS. Diploma thesis, Politeknik Negri Sriwijaya.

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Abstract

This study analyzed the use of persuasive language in Steve Jobs’ business speeches by applying Aristotle’s rhetorical appeals: ethos, pathos, and logos. The purpose of this study was to identify how persuasive techniques were used in Steve Jobs’ speeches and to determine which rhetorical appeal was used most frequently. The study used a qualitative descriptive method. The data were taken from two speeches: the 2005 Stanford Commencement Speech and the 2007 iPhone Product Launch Presentation. The researcher collected the data from speech videos and transcripts available on YouTube. The analysis was conducted by identifying, classifying, and interpreting utterances that contained persuasive elements based on ethos, pathos, and logos. The findings showed that Steve Jobs adjusted his persuasive strategies depending on the purpose and audience of the speech. In the Stanford speech, pathos was the dominant appeal because Jobs used emotional storytelling and personal experiences to inspire the audience. Meanwhile, in the iPhone presentation, logos and ethos were used more frequently through logical explanations, product comparisons, and demonstrations of expertise. In conclusion, effective persuasive communication required a balance between emotional connection, credibility, and logical reasoning to achieve different communication

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	business speech, ethos, logos, pathos, steve jobs
Subjects:	P Language and Literature > PE English
Divisions:	English > Undergraduate Theses
Depositing User:	Pustaka Bahasa
Date Deposited:	12 Oct 2026 03:41
Last Modified:	12 Oct 2026 03:41
URI:	http://eprints.polsri.ac.id/id/eprint/27213

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