steve jobs speech analysis

Steve Jobs Commencement Speech Analysis

Looking for Steve Jobs commencement speech analysis? Want to understand how Jobs uses ethos, logos, pathos, and figurative language? Take a look at Steve Jobs Stanford speech analysis below.

Introduction

• Speech Analysis
• Rhetorical Appeals Used

Is it necessary to follow passions or reasons while choosing a career? What effects can losses and failures have on a person’s life? In spite of the complex character and deep ethical, philosophical, and psychological meanings hidden in these questions, they are answered completely in Steve Jobs’ commencement speech at Stanford University in 2005.

Steve Jobs, the co-founder of Apple, Inc., is known as one of the world-famous and successful entrepreneurs whose unique approaches to business and marketing provoked the great public’s interest. That is why Jobs’ speech on the importance of finding an interesting and loved job drew the attention and gained the recognition of the graduates during the Commencement Day at Stanford University in 2005.

Steve Jobs Stanford Speech Analysis

The goal of Steve Jobs’ speech is to persuade the graduates to find jobs that they can truly love because of their passion for definite activities. Thus, Jobs is successful in achieving his goal because of his exclusive approach to structuring the speech and to blending the rhetoric appeals in order to discuss well-known concepts and ideas of love, loss, and death in a unique form; that is why it is appropriate to examine Jobs’ manipulation of methods of persuasion in detail.

In his speech, Jobs demonstrates the virtuous use of rhetoric appeals in the development and presentation of one of the most persuasive commencement speeches in order to draw the student’s attention to the significant questions which can contribute to changing a person’s life.

Steve Jobs Commencement Speech: Rhetorical Appeals

The strategies used in developing the structure of the speech and the rhetorical strategies are closely connected. Jobs’ speech can be divided into five parts which are the introductory part to evoke the graduates’ interest regarding the topic discussed, the three life anecdotes, and the concluding part, which restates and supports the author’s arguments presented in the main part of the speech.

It is important to note that each of the three stories told by Jobs is also developed according to the definite structure pattern where the first sentences of the stories can be referred to the pathos, the personal experience can be discussed with references to the ethos, and the final parts of the stories are organized as the logical conclusions, using the logos.

The first reference to ethos is observed in the introductory part when Jobs states, “I never graduated from college. Truth be told, this is the closest I’ve ever gotten to a college graduation” (Jobs).

The uniqueness of Jobs’ approach is in the use of the reverse variant of the ethos as the rhetorical appeal because Jobs has no credibility to discuss the importance of university education, but he has the credibility to discuss the points necessary for professional success because of stating his position as the co-founder of Apple, Inc., NeXT, and Pixar.

The next three stories presented in the speech are used to develop Jobs’ argument about the necessity of doing what a person loves and the importance of finding these things and activities. This argument is developed with references to the concluding or logical parts of the author’s stories which are also highly emotional in their character. Steve Jobs uses pathos in the first sentences while telling his stories.

Thus, the discussion of the details of the child adoption in the first story, the reflection on the happiness of building the first company, and the mentioning of the main question in life, “If today were the last day of my life, would I want to do what I am about to do today?”, contribute to the audience’s emotional reaction because of describing the author’s own feelings and emotions (Jobs).

The credibility of Jobs’ considerations depends on the presentation of his own personal and life background and experiences to support his ideas. The use of pathos in the speech is observed when the author concludes with the results of his experience: “If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do” (Jobs).

Discussing the near death experience, the author uses the sentence “About a year ago I was diagnosed with cancer,” which combines the ethos and pathos strategies (Jobs). Thus, Jobs can use more than one rhetorical appeal in a sentence.

Nevertheless, Jobs’ goal is to persuade the graduates to act and find the things that they love to do, and the focus on logos is observed in the stories’ concluding sentences when Jobs provides the logical argument: “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work” (Jobs). These concluding remarks are based on the logical rethinking of the evidence and facts presented as examples from the author’s experience.

The repetition of such phrases as “Don’t settle” and the final phrase, “Stay Hungry. Stay Foolish,” contributes to drawing the audience’s interest in the presented facts and ideas (Jobs). The effectiveness of using rhetorical appeals depends on the author’s style and his use of repetitive structures and imperative sentences, which sound persuasive.

In his speech, Steve Jobs achieves the main goals of the speech by focusing on ethos, logos, and pathos and by using the author’s unique style. Jobs presents his developed vision of his career and passions in life with references to the ideas of love and death and supports considerations with autobiographical facts.

Works Cited

Jobs, Steve. ‘You’ve Got to Find What You Love,’ Jobs Says: Text of the Address . 2005. Web.

Further Study: FAQ

📌 what is the purpose of steve jobs’s commencement speech, 📌 what is the ethos in steve jobs’s commencement speech, 📌 what is another commencement speech example, 📌 what was the tone of steve jobs speech at stanford university.

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Steve Jobs’ Stanford Commencement Speech: Rhetorical Analysis and Main Points

• by Anastasiya Yakubovska
• 16.08.2022 04.05.2024

The famous commencement speech to Stanford graduates “Stay Hungry. Stay Foolish.” is direct proof that Steve Jobs was a talented public speaker. 

From the article, you will learn what principle this motivational speech is built on and what rhetorical and stylistic devices Steve Jobs used.

Table of Contents

Why did steve jobs give the commencement address at stanford.

• Did you know? 
• Structure of Steve Jobs’ Stanford Commencement Speech 
• The Tone of Steve Jobs’ Stanford Commencement Speech 

What Rhetorical Devices (Figures and Tropes) Did Steve Jobs Use in Stanford Commencement Speech

Steve jobs’ commencement speech: 5 key points.

Steve Jobs, like no other, knew what success is. But he also was well aware of how difficult it is to find yourself, your purpose, and your dream job. 

Over the 56 years of his life, Jobs mastered several professions (without graduating from university), founded not one, but three companies – Apple Computer, NeXT, and Pixar Animation Studios.

Absolutely deservedly and rightly so, Steve Jobs was invited to Stanford University, California. Stanford is ranked among the top universities in the world. Therefore, Steve Jobs faced quite a challenge – with his motivational speech to help students make the right choice and to direct them to the right path.

Steve Jobs’ Stanford Commencement Address

Photo: stanford.edu

On June 12, 2005, Steve Jobs gave his famous commencement speech “Stay Hungry. Stay Foolish!” to Stanford graduates. 

Did you know?

The text of Steve Jobs’ Stanford commencement address is hidden in the Apple.txt system file on Mac.

“I am honored to be with you today at your commencement from one of the finest universities in the world. I never graduated from college. Truth be told, this is the closest I’ve ever gotten to a college graduation. Today I want to tell you three stories from my life. That’s it. No big deal. Just three stories.”

This is how Steve Jobs begins his famous speech : clearly, honestly, and frankly, thus disposing to himself and focusing everyone’s attention.

Of course, Steve Jobs was a gifted public speaker (remember his successful presentations of Apple products). Therefore, like any professional speaker, Jobs used rhetorical devices, figures, and literary tropes in his speeches.

Read more about rhetorical devices in the post “How to Write a Persuasive Essay and Article: Complete Guide”.

Structure of Steve Jobs’ Stanford Commencement Speech

Steve Jobs’ speech has a classic structure and consists of 3 parts:

• Introduction . 

The introduction includes a greeting and a short preface:

2. The main part.

These are the three stories from Steve Jobs:

“ The first story is about connecting the dots.”

“My second story is about love and loss.” 

“My third story is about death.”

At the end of each story, Steve Jobs draws a conclusion and emphasizes the main idea. For example:

“Again, you can’t connect the dots looking forward; you can only connect them looking backward. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.”

3. Conclusion:

“On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous. Beneath it were the words: “Stay Hungry. Stay Foolish.” It was their farewell message as they signed off. Stay Hungry. Stay Foolish. And I have always wished that for myself. And now, as you graduate to begin anew, I wish that for you. Stay Hungry. Stay Foolish. Thank you all very much.”

The Tone of Steve Jobs’ Stanford Commencement Speech

The tone of the commencement address and the style of presentation are informal (colloquial) with elements of slang:

“I didn’t have a dorm room, so I slept on the floor in friends’ rooms, I returned Coke bottles for the 5¢ deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple.” 

Steve Jobs knows and understands his audience very well, talks about simple but important things: family and studies, friends and love, career, ups and downs, life and death.

Steve Jobs’ speech lasted 15 minutes – the perfect time by all the canons of an oratory.

Rhetorical Analysis of the Commencement Speech: Ethos, Pathos, and Logos

Steve Jobs used three modes of persuasion in his Stanford commencement address – ethos, logos, and pathos.

Used ethos to build trust and gain the favor of the public:

“I am honored to be with you today at your commencement from one of the finest universities in the world.” 

“Sometimes life hits you in the head with a brick. Don’t lose faith. I’m convinced that the only thing that kept me going was that I loved what I did. You’ve got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle.”

“I didn’t see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.

During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the world’s first computer animated feature film, Toy Story, and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple’s current renaissance.”

Logos is a mode of persuasion using logic, common sense, and reason:

“Woz and I started Apple in my parents’ garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4,000 employees.”

“But 10 years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it’s likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do.”

Steve Jobs used pathos to emotionally amplify his speech and evoke the necessary response from the public:

“ My biological mother was a young, unwed college graduate student, and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife.”

“ I didn’t have a dorm room, so I slept on the floor in friends’ rooms, I returned Coke bottles for the 5¢ deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple.”

“I really didn’t know what to do for a few months. I felt that I had let the previous generation of entrepreneurs down — that I had dropped the baton as it was being passed to me.” 

“About a year ago I was diagnosed with cancer. I had a scan at 7:30 in the morning, and it clearly showed a tumor on my pancreas. I didn’t even know what a pancreas was. The doctors told me this was almost certainly a type of cancer that is incurable, and that I should expect to live no longer than three to six months.”

“No one wants to die. Even people who want to go to heaven don’t want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life.”

In addition to the basic modes of persuasion, Steve Jobs, a brilliant speaker, used several rhetorical devices in his motivational speech. Let’s consider some of them:

• The rule of three is a rhetorical device that involves the expression of thoughts through three words or phrases. 

Of course, the most striking example of the rule of three is the idea of the commencement speech itself – three stories from Steve Jobs’ life. 

More examples of the rule of three (triad):

• “It was beautiful , historical , artistically subtle in a way that science can’t capture, and I found it fascinating.” 
• “ It means to try to tell your kids everything you thought you’d have the next 10 years to tell them in just a few months. It means to make sure everything is buttoned up so that it will be as easy as possible for your family. It means to say your goodbyes.” 
• “This was in the late 1960s, before personal computers and desktop publishing, so it was all made with typewriters , scissors and Polaroid cameras .” 
• “Because almost everything — all external expectations , all pride , all fear of embarrassment or failure — these things just fall away in the face of death, leaving only what is truly important.”

2. Antithesis is the opposition of words, concepts, and images that are interconnected by common features (contrast):

“If I had never dropped out , I would have never dropped in on this calligraphy class…” 

“Again, you can’t connect the dots looking forward ; you can only connect them looking backward .” 

“The heaviness of being successful was replaced by the lightness of being a beginner.”

“I had been rejected, but I was still in love.”

“because Death is very likely the single best invention of Life… It clears out the old to make way for the new .”

3. A rhetorical question is a question-statement that does not require a direct answer:

• “I really quit. So why did I drop out?” 
• “We had just released our finest creation — the Macintosh — a year earlier, and I had just turned 30. And then I got fired. How can you get fired from a company you started?” 

4. Anaphora is the repetition of the same initial words or sound combinations:

• “Again, you can’t connect the dots looking forward; you can only connect them looking backward. So you have to trust that the dots will somehow connect in your future.” 
• “ No one wants to die. Even people who want to go to heaven don’t want to die to get there. And yet death is the destination we all share. No one has ever escaped it.”
• “ Don’t be trapped by dogma — which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice.” 
• “And I have always wished that for myself. And now, as you graduate to begin anew, I wish that for you.” 

5. Lexical repetition is a stylistic figure that consists of the deliberate repetition of the same word or speech construction in a visible section of the text:

• ” Beneath it were the words: “ Stay Hungry. Stay Foolish.” It was their farewell message as they signed off. Stay Hungry. Stay Foolish . And I have always wished that for myself. And now, as you graduate to begin anew, I wish that for you. Stay Hungry. Stay Foolish.”
• “Today I want to tell you three stories from my life. That’s it. No big deal. Just three stories .” 
• “about varying the amount of space between different letter combinations, about what makes great typography great .” 
• “But it was very , very clear looking backward 10 years later.”
• “If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it’s likely that no personal computer would have them. If I had never dropped out , I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do.”
• “And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work . And the only way to do great work is to love what you do.” 
• “If you haven’t found it yet, keep looking. Don’t settle . As with all matters of the heart, you’ll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don’t settle .”
• ” I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out.”
• “Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed.”
• “This was the closest I’ve been to facing death, and I hope it’s the closest I get for a few more decades.” 

6. Alliteration is the repetition of the same consonants in several words:

• “I was l ucky — I found what I l oved to do ear l y in l ife.”
• “The heaviness of b eing successful was replaced b y the lightness of b eing a b eginner again, less sure about everything.” 
• “all f ear of embarrassment or f ailure — these things just f all away in the f ace of death…” 

7. Comparison :

“I felt that I had let the previous generation of entrepreneurs down — that I had dropped the baton as it was being passed to me.” 

8. Metaphor is a hidden comparison, the use of words in a figurative sense based on similarity and analogy with the characteristics of some object or phenomenon (a waterfall of stars, a wall of fire, a pearl of art, a bear of a problem).

Metaphor gives imagery to speech, helps to keep the listener’s attention, and influences their imagination:

• “It freed me to enter one of the most creative periods of my life.” 
• “the technology we developed at NeXT is at the heart of Apple’s current renaissance.” 
• “Sometimes life hits you in the head with a brick.”
• “these things just fall away in the face of death…” 
• “This was the closest I’ve been to facing death…” 
• “There is no reason not to follow your heart”. 

9. Parallelism is the identical or the same construction of various words or sentences of the text:  

• “If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it’s likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do.”
• ” Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.”
• “Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life… Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose.”
• “It means to try to tell your kids everything you thought you’d have the next 10 years to tell them in just a few months. It means to make sure everything is buttoned up so that it will be as easy as possible for your family. It means to say your goodbyes.” 

In conclusion, I would like to highlight 5 main points that Steve Jobs wanted to convey to graduates of Stanford University:

• Listen to your heart, do not follow someone else’s advice.
• Sometimes you just need to “go with the flow” – to trust God, fate, intuition, or circumstances. And then, looking back – into the past, you will be able to understand why all these events happened in your life.
• Sometimes the worst thing that happened in your life can lead to the best events and changes in the future.
• Do you want to be happy? Love what you are doing.
• The memory of death cleanses a person of all that is unnecessary. Our time is limited. So always “stay hungry, stay foolish”.

Text of Steve Jobs’ commencement speech

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Steve Jobs’ 2005 Stanford Commencement Address

I am honored to be with you today at your commencement from one of the finest universities in the world. I never graduated from college. Truth be told, this is the closest I’ve ever gotten to a college graduation. Today I want to tell you three stories from my life. That’s it. No big deal. Just three stories.

The first story is about connecting the dots.

I dropped out of Reed College after the first 6 months, but then stayed around as a drop-in for another 18 months or so before I really quit. So why did I drop out?

It started before I was born. My biological mother was a young, unwed college graduate student, and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife. Except that when I popped out they decided at the last minute that they really wanted a girl. So my parents, who were on a waiting list, got a call in the middle of the night asking: “We have an unexpected baby boy; do you want him?” They said: “Of course.” My biological mother later found out that my mother had never graduated from college and that my father had never graduated from high school. She refused to sign the final adoption papers. She only relented a few months later when my parents promised that I would someday go to college.

And 17 years later I did go to college. But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents’ savings were being spent on my college tuition. After six months, I couldn’t see the value in it. I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out. And here I was spending all of the money my parents had saved their entire life. So I decided to drop out and trust that it would all work out OK. It was pretty scary at the time, but looking back it was one of the best decisions I ever made. The minute I dropped out I could stop taking the required classes that didn’t interest me, and begin dropping in on the ones that looked interesting.

It wasn’t all romantic. I didn’t have a dorm room, so I slept on the floor in friends’ rooms, I returned Coke bottles for the 5¢ deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple. I loved it. And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on. Let me give you one example:

Reed College at that time offered perhaps the best calligraphy instruction in the country. Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed. Because I had dropped out and didn’t have to take the normal classes, I decided to take a calligraphy class to learn how to do this. I learned about serif and sans serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can’t capture, and I found it fascinating.

None of this had even a hope of any practical application in my life. But 10 years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it’s likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do. Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backward 10 years later.

Again, you can’t connect the dots looking forward; you can only connect them looking backward. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.

My second story is about love and loss.

I was lucky — I found what I loved to do early in life. Woz and I started Apple in my parents’ garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4,000 employees. We had just released our finest creation — the Macintosh — a year earlier, and I had just turned 30. And then I got fired. How can you get fired from a company you started? Well, as Apple grew we hired someone who I thought was very talented to run the company with me, and for the first year or so things went well. But then our visions of the future began to diverge and eventually we had a falling out. When we did, our Board of Directors sided with him. So at 30 I was out. And very publicly out. What had been the focus of my entire adult life was gone, and it was devastating.

I really didn’t know what to do for a few months. I felt that I had let the previous generation of entrepreneurs down — that I had dropped the baton as it was being passed to me. I met with David Packard and Bob Noyce and tried to apologize for screwing up so badly. I was a very public failure, and I even thought about running away from the valley. But something slowly began to dawn on me — I still loved what I did. The turn of events at Apple had not changed that one bit. I had been rejected, but I was still in love. And so I decided to start over.

I didn’t see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.

During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the world’s first computer animated feature film,  Toy Story , and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple’s current renaissance. And Laurene and I have a wonderful family together.

I’m pretty sure none of this would have happened if I hadn’t been fired from Apple. It was awful tasting medicine, but I guess the patient needed it. Sometimes life hits you in the head with a brick. Don’t lose faith. I’m convinced that the only thing that kept me going was that I loved what I did. You’ve got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don’t settle.

My third story is about death.

When I was 17, I read a quote that went something like: “If you live each day as if it was your last, someday you’ll most certainly be right.” It made an impression on me, and since then, for the past 33 years, I have looked in the mirror every morning and asked myself: “If today were the last day of my life, would I want to do what I am about to do today?” And whenever the answer has been “No” for too many days in a row, I know I need to change something.

Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life. Because almost everything — all external expectations, all pride, all fear of embarrassment or failure — these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.

About a year ago I was diagnosed with cancer. I had a scan at 7:30 in the morning, and it clearly showed a tumor on my pancreas. I didn’t even know what a pancreas was. The doctors told me this was almost certainly a type of cancer that is incurable, and that I should expect to live no longer than three to six months. My doctor advised me to go home and get my affairs in order, which is doctor’s code for prepare to die. It means to try to tell your kids everything you thought you’d have the next 10 years to tell them in just a few months. It means to make sure everything is buttoned up so that it will be as easy as possible for your family. It means to say your goodbyes.

I lived with that diagnosis all day. Later that evening I had a biopsy, where they stuck an endoscope down my throat, through my stomach and into my intestines, put a needle into my pancreas and got a few cells from the tumor. I was sedated, but my wife, who was there, told me that when they viewed the cells under a microscope the doctors started crying because it turned out to be a very rare form of pancreatic cancer that is curable with surgery. I had the surgery and I’m fine now.

This was the closest I’ve been to facing death, and I hope it’s the closest I get for a few more decades. Having lived through it, I can now say this to you with a bit more certainty than when death was a useful but purely intellectual concept:

No one wants to die. Even people who want to go to heaven don’t want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life’s change agent. It clears out the old to make way for the new. Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it is quite true.

Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma — which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.

When I was young, there was an amazing publication called  The Whole Earth Catalog , which was one of the bibles of my generation. It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch. This was in the late 1960s, before personal computers and desktop publishing, so it was all made with typewriters, scissors and Polaroid cameras. It was sort of like Google in paperback form, 35 years before Google came along: It was idealistic, and overflowing with neat tools and great notions.

Stewart and his team put out several issues of  The Whole Earth Catalog , and then when it had run its course, they put out a final issue. It was the mid-1970s, and I was your age. On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous. Beneath it were the words: “Stay Hungry. Stay Foolish.” It was their farewell message as they signed off. Stay Hungry. Stay Foolish. And I have always wished that for myself. And now, as you graduate to begin anew, I wish that for you.

Stay Hungry. Stay Foolish.

Thank you all very much.

Home — Essay Samples — Business — Steve Jobs — Analysis Of Steve Jobs’ Stanford Commencement Speech

Analysis of Steve Jobs’ Stanford Commencement Speech

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Published: Dec 3, 2020

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Works Cited

• Apple Inc. (n.d.). About Apple: The company. Retrieved from https://www.apple.com/about/
• Gates, B. (2011). Steve Jobs (1955-2011). Time, 178(16), 42.
• Isaacson, W. (2011). Steve Jobs. Simon & Schuster.
• Jobs, S. (2005). Steve Jobs' Stanford commencement speech. Stanford Report. Retrieved from https://news.stanford.edu/2005/06/14/jobs-061505/
• Levy, S. (2015). The Apple revolution: Steve Jobs, the counterculture and how the crazy ones took over the world. Back Bay Books.
• Lashinsky, A. (2012). Inside Apple: How America's most admired—and secretive—company really works. Business Plus.
• Markoff, J. (2011). Steve Jobs, Apple co-founder, dies at 56. The New York Times. Retrieved from https://www.nytimes.com/2011/10/06/business/steve-jobs-of-apple-dies-at-56.html
• Schlender, B., & Tetzeli, R. (2015). Becoming Steve Jobs: The evolution of a reckless upstart into a visionary leader. Crown Business.
• Simon, W. L. (2015). The Steve Jobs way: iLeadership for a new generation. McGraw-Hill Education.
• Wozniak, S., & Smith, G. (2006). iWoz: Computer geek to cult icon: How I invented the personal computer, co-founded Apple, and had fun doing it. W. W. Norton & Company.

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Rhetorical Analysis of Steve Jobs' Stanford Commencement Speech

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Steve Jobs Stanford Commencement Speech Transcript 2005

Steve Jobs, CEO and co-founder of Apple Computer and of Pixar Animation Studios, gave a commencement address at Stanford University for the class of 2005. Read the full transcript of the June 12, 2005 commencement speech here.

Transcribe Your Own Content Try Rev and save time transcribing, captioning, and subtitling.

Steve Jobs: ( 00:21 ) Thank you. I’m honored to be with you today for your commencement from one of the finest universities in the world. Truth be told, I never graduated from college, and this is the closest I’ve ever gotten to a college graduation today. I want to tell you three stories from my life. That’s it. No big deal. Just three stories. The first story is about connecting the dots. I dropped out of Reed College after the first six months, but then stayed around as a drop-in for another 18 months or so before I really quit. So why’d I drop out? It started before I was born.

Steve Jobs: ( 01:15 ) My biological mother was a young, unwed graduate student and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graduates. So everything was all set for me to be adopted at birth by a lawyer and his wife, except that when I popped out, they decided at the last minute that they really wanted a girl. So my parents, who were on a waiting list, got a call in the middle of the night asking “We’ve got an unexpected baby boy, do you want him?” They said, “Of course.” My biological mother found out later that my mother had never graduated from college and that my father had never graduated from high school. She refused to sign the final adoption papers. She only relented a few months later when my parents promised that I would go to college. This was the start in my life.

Steve Jobs: ( 02:13 ) 17 years later, I did go to college, but I naively chose a college that was almost as expensive as Stanford, and all of my working class parents savings were being spent on my college tuition. After six months, I couldn’t see the value in it. I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out, and here I was spending all the money. My parents had saved their entire life, so I decided to drop out and trust that it would all work out. Okay. It was pretty scary at the time, but looking back, it was one of the best decisions I ever made. The minute I dropped out, I could stop taking the required classes that didn’t interest me and begin dropping in on the ones that looked far more interesting.

Steve Jobs: ( 03:04 ) It wasn’t all romantic. I didn’t have a dorm room, so I slept on the floor in friends rooms. I returned Coke bottles for the 5 cent deposits to buy food with, and I would walk the seven miles across town every Sunday night to get one good meal a week at the Hari Krishna temple. I loved it, and much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on. Let me give you one example, Reed College at that time offered perhaps the best calligraphy instruction in the country throughout the campus. Every poster, every label on every drawer was beautifully hand calligraphed. Because I had dropped out and didn’t have to take the normal classes, I decided to take a calligraphy class to learn how to do this. I learned about serif and sanserif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great.

Steve Jobs: ( 04:03 ) It was beautiful, historical, artistically subtle in a way that science can’t capture, and I found it fascinating. None of this had even a hope of any practical application in my life. But 10 years later, when we were designing the first Macintosh computer, it all came back to me and we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. Since Windows just copied the Mac, it’s likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on that calligraphy class and personal computers might not have the wonderful typography that they do.

Steve Jobs: ( 04:58 ) Of course, it was impossible to connect the dots looking forward when I was in college, but it was very, very clear looking backwards 10 years later. Again, you can’t connect the dots looking forward. You can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something, your gut, destiny, life, karma, whatever, because believing that the dots will connect down the road will give you the confidence to follow your heart, even when it leads you off the well-worn path, and that will make all the difference.

Steve Jobs: ( 05:38 ) My second story is about love and loss. I was lucky. I found what I love to do early in life. Woz and I started Apple in my parents’ garage when I was 20, we worked hard and in 10 years, Apple had grown from just the two of us in a garage, into a 2 billion company with over 4,000 employees. We just released our finest creation, the Macintosh, a year earlier, and I just turned 30, and then I got fired. How can you get fired from a company you started? Well, as Apple grew, we hired someone who I thought was very talented to run the company with me, and for the first year or so, things went well. But then our visions of the future began to diverge, and eventually we had a falling out. When we did, our board of directors sided with him.

Steve Jobs: ( 06:28 ) So at 30, I was out and very publicly out. What had been the focus of my entire adult life was gone and it was devastating. I really didn’t know what to do for a few months. I felt that I had let the previous generation of entrepreneurs down, that I had dropped the baton as it was being passed to me. I met with David Packard and Bob Noyce, and tried to apologize for screwing up so badly. I was a very public failure and I even thought about running away from the Valley, but something slowly began to dawn on me. I still loved what I did.

Steve Jobs: ( 07:04 ) The turn of events at Apple had not changed that one bit. I’d been rejected, but I was still in love. So I decided to start over. I didn’t see it then, but it turned out that getting fired from Apple was the best thing that could’ve ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life. During the next five years, I started a company named Next, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the world’s first computer animated feature film, Toy Story, and is now the most successful animation studio in the world.

Steve Jobs: ( 07:49 ) In a remarkable turn of events, Apple bought Next and I returned to Apple, and the technology we developed at Next is at the heart of Apple’s current renaissance. Laurene and I have a wonderful family together. I’m pretty sure none of this would have happened if I hadn’t been fired from Apple. It was awful tasting medicine, but I guess the patient needed it. Sometimes life’s going to hit you in the head with a brick. Don’t lose faith. I’m convinced that the only thing that kept me going was that I loved what I did.

Steve Jobs: ( 08:21 ) You’ve got to find what you love, and that is as true for work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. The only way to do great work is to love what you do. If you haven’t found it yet, keep looking and don’t settle. As with all matters of the heart, you’ll know when you find it and, like any great relationship, it just gets better and better as the years roll on. So keep looking. Don’t settle.

Steve Jobs: ( 09:04 ) My third story is about death. When I was 17, I read a quote that went something like, “If you live each day as if it was your last, someday you’ll most certainly be right.” It made an impression on me. Since then, for the past 33 years, I’ve looked in the mirror every morning and asked myself, if today were the last day of my life, would I want to do what I am about to do today? Whenever the answer has been no for too many days in a row, I know I need to change something. Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life. Because almost everything, all external expectations, all pride, all fear of embarrassment or failure, these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.

Steve Jobs: ( 10:11 ) About a year ago, I was diagnosed with cancer. I had a scan at 7:30 in the morning, and it clearly showed a tumor on my pancreas. I didn’t even know what a pancreas was. The doctors told me this was almost certainly a type of cancer that is incurable and that I should expect to live no longer than three to six months. My doctor advised me to go home and get my affairs in order, which is doctor’s code for prepare to die. It means to try and tell your kids everything you thought you’d have the next 10 years to tell them in just a few months. It means to make sure everything is buttoned up so that it will be as easy as possible for your family. It means to say your goodbyes.

Steve Jobs: ( 11:00 ) I lived with that diagnosis all day. Later that evening, I had a biopsy where they stuck an endoscope down my throat, through my stomach, and into my intestines, put a needle into my pancreas and got a few cells from the tumor. I was sedated, but my wife who was there told me that when they viewed the cells under a microscope, the doctor started crying because it turned out to be a very rare form of pancreatic cancer that is curable with surgery. I had the surgery and thankfully, I’m fine now

Steve Jobs: ( 11:40 ) This was the closest I’ve been to facing death, and I hope it’s the closest I get for a few more decades. Having lived through it, I can now say this to you with a bit more certainty than when death was a useful, but purely intellectual concept. No one wants to die. Even people who want to go to heaven don’t want to die to get there. Yet, death is the destination we all share. No one has ever escaped it, and that is as it should be because death is very likely the single best invention of life.

Steve Jobs: ( 12:14 ) It’s life’s change agent. It clears out the old to make way for the new. Right now, the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it’s quite true. Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma, which is living with the results of other people’s thinking. Don’t let the noise of others opinions drowned out your own inner voice, and most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.

Steve Jobs: ( 13:08 ) When I was young, there was an amazing publication called the Whole Earth Catalog, which was one of the Bibles of my generation. It was created by a fellow named Stewart Brand, not far from here in Menlo Park, and he brought it to life with his poetic touch. This was in the late 60’s before personal computers and desktop publishing. So it was all made with typewriters, scissors, and Polaroid cameras. It was sort of like Google in paperback form 35 years before Google came along. It was idealistic, overflowing with neat tools, and great notions. Stewart and his team put out several issues of the Whole Earth Catalog, and then when it had run its course, they put out a final issue.

Steve Jobs: ( 13:52 ) It was the mid 1970s, and I was your age. On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous. Beneath it were the words, “Stay hungry, stay foolish.” It was their farewell message as they signed off. Stay hungry, stay foolish. I’ve always wished that for myself, and now as you graduate to begin anew, I wish that for you. Stay hungry, stay foolish. Thank you all very much.

Speaker 1: ( 14:56 ) The preceding program is copyrighted by Stanford University. Please visit us at stanford.edu.

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Speech Critique: Steve Jobs (Stanford, 2005)

The style and content are very different from his Apple product launch presentations, but no less worthy of study.

Noteworthy elements of this wonderful speech include:

• strong opening;
• simple classical structure;
• the Rule of Three;
• rich figures of speech; and
• a recurring theme of birth/death/rebirth.

My suggestion is to:

• Watch the video.
• Read the analysis below.
• If you like, read the full speech text to gain further insights.
• Share your thoughts on this presentation. What did you like? What could have been done better?

Strong opening: Praise the audience and show some humility

Jobs opens with a compliment for the audience : “ I am honored to be with you today for your commencement from one of the finest universities in the world. ” He follows that by showing humility in admitting that he never graduated college. In just a few sentences, he has made the audience feel very good about themselves, and increased their receptiveness to his message .

Conversational Style

Contrast “ Steven Wozniak and I started Apple ” with “ Woz and I started Apple. ”

• The former is formal , and invokes an image of two entrepreneurs who founded Apple.
• The latter is conversational , and invokes an image of two close friends. Jobs chooses a conversational style, and this is a wise choice. His audience is composed of college graduates for whom graduation often means diverging paths from their close friends.

Simple structure and sentences

Jobs adopts a simple and traditional structure . Opening >> Three stories >> Conclusion. He guides the audience through the 14.5 minutes with simple sentences.

• “ Today I want to tell you three stories. “
• “ The first story is about connecting the dots. “
• “ My second story is about love and loss. “
• “ My third story is about death. “

Pauses and Timing

Jobs executes effective pauses before and particularly after key points to allow the audience time to digest his points.

This speech is littered with humour, but I felt the comedic delivery was a bit lacking . Perhaps this was intentional – was his goal to imitate an academic orator? Regardless, the timing was off on several punch lines.

• For example, consider his delivery of “ I didn’t even know what a pancreas was .” (10:07) The line is delivered with only a hint of emphasis and barely any pausing before or after. I would have liked more. This is a particularly tense moment in the speech, and the audience would benefit from stress-relieving laughter .
• A minute and a half later, he does a better job of injecting humour in the midst of a serious point: “ No one wants to die. Even people who want to go to heaven don’t want to die to get there. ” (11:40) The timing is better here.

Rule of Three

• “ I learned [1] about serif and san serif typefaces, [2] about varying the amount of space between different letter combinations, [3] about what makes great typography great. ” (3:39)
• “ It was [1] beautiful, [2] historical, [3] artistically subtle… ” (3:47)
• “. .. [1] started a company named NeXT, [2] another company named Pixar, [3] and fell in love… ” (7:16) Jobs follows this up with three sentences which demonstrate how each of those turned out great.
• “ [1] all external expectations, [2] all pride, [3] all fear ” (9:33)
• “ [1] It means to try to tell your kids everything you thought you’d have the next 10 years to tell them in just a few months. [2] It means to make sure everything is buttoned up so that it will be as easy as possible for your family. [3] It means to say your goodbyes. ” (10:28).
• “ … [1] don’t waste it living someone else’s life. [2] Don’t be trapped by dogma — which is living with the results of other people’s thinking. [3] Don’t let the noise of others’ opinions drown out your own inner voice. ” (12:18)

Several of those (marked in bold) are additionally examples of anaphora – repetition of a word or phrase at the beginning of successive clauses or sentences.

Figures of Speech Abound

Jobs employs numerous figures of speech in his remarks.

• “ If I had never dropped out , I would have never dropped in … ” (4:34)
• “ Again, you can’t connect the dots looking forward ; you can only connect them looking backwards . ” (4:40)
• “ The heaviness of being successful was replaced by the lightness of being a beginner again… ” (7:05) Note also the alliteration of “ being a beginner .”
• “ … Death is very likely the single best invention of Life . ” (11:55)
• Parallelism (and another example of anaphora): “ … that my mother had never graduated from college and that my father had never graduated from high school. ” (1:38)
• Anadiplosis (repeating a phrase from the end of one sentence at the beginning of the next): “ the only way to be truly satisfied is to do what you believe is great work . And the only way to do great work is to love what you do. ” (8:15) This example is effective, but rather loose due to the repetition of “ the only way to .”
• Assonance (repetition of vowel sounds): “ And whenever the answer has been “ No ” for too many days in a row , I know I need to change something. ” (9:18)
• Repetition . In addition to the many examples highlighted previously, Jobs concludes his speech by repeating “ Stay hungry. Stay foolish. ” three times. Repetition adds strength to key arguments , especially in a conclusion.

Recurring Commencement Themes: Birth, Death, and Rebirth

In a literal sense, Jobs talks about his birth in his first story, and about confronting death in his third story. However, this speech contains numerous other metaphorical references to these “circle of life” concepts:

• In addition to his physical birth, he relates how the original couple decided they wanted a girl (a symbolic “death” since his life with them was “snuffed out” due to gender). He then tells about how he experienced “rebirth” with his parents.
• His college career had a short “life.” The “death” of his formal academic career made way for the “birth” of his informal learning process.
• His relationship to Apple (in his 20’s) was “born”, grew, and then “died.” Later, when NeXT was purchased by Apple, his career at Apple is reborn.
• He uses the word “ renaissance ” (a rebirth or revival) to describe the current state of Apple.
• He receives the cancer diagnosis (a “death sentence”), but later is saved by an operation (a rebirth).

Interspersed with these stories, Jobs repeatedly ties it back to his audience. This is particularly clear in the conclusion when he relates these metaphors to his college audience one last time with “ as you graduate to begin anew .”

Your Thoughts?

Did you enjoy this speech? What did you like from a public speaking perspective? How could this presentation be enhanced?

Please share this...

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26 comments.

There are three observations I’m really surprised you didn’t make in your otherwise good analysis.

The first thing I noticed while watching it was his delivery. Namely, that he didn’t actually _deliver_ the address. He _read_ it straight off of sheets of paper. This totally killed his eye contact with the audience. Sure, the audience got to study the top of his head and his particular nuances of male pattern baldness, but as for eye contact, there was nothing there.

Second, I felt it was a mistake in his section on the calligraphy class, to take a tired, cliche pot-shot at Microsoft. The “…and since Windows just copied the Mac…” line. I didn’t feel that it helped his message at all to bring up something that, quite frankly, is almost a dogmatic difference of opinion between Mac lovers and Windows lovers. Sure, a lot of college kids love and use Macs, but also a lot of college kids can’t afford a Mac, and thus use lower cost Windows computers. The line isn’t exactly a zinger against Microsoft anymore, and while it may score a few lackluster points with the mac users in the audience, it does so at the cost of rankling the majority of Windows users in the audience. That line certainly didn’t help his message; he would have done better to avoid, in political parlance, “going negative.” Let his own accomplishments stand on their own, and resist the temptation to try building yourself up by tearing someone else down.

Third, the writing itself. You point out a great number of excellent turns of phrase and literary devices, but there was a degree to which I felt the speech was written for paper, not for voice. One of the things I learned somewhere around project number 4 or 5 in the CC manual was that things which read as wonderfully eloquent on paper often sound horrible when spoken out loud. Spoken English just follows different rules and conventions than written English. It was clear to me that Jobs wrote his address for paper but didn’t rehearse it out loud to find the places where the written English just didn’t work.

Finally, I have to disagree with your analysis about the “laugh lines” in the speech. Namely, I didn’t think they were really intended to get laughs. I felt that the “I didn’t even know what a Pancreas was” line was intended to convey to the audience the sense and degree to which Jobs was completely out of his element and comfort zone to find himself dealing with a serious medical problem after a life spent immersed in the world of technology. I thought it was there to underscore the degree to which he had let himself become distanced from the biological, in favor of the technological. It was another self-effacing line, meant to build empathy with the audience. And the line about people who want to go to heaven: yes, it’s a funnier line, but I don’t think it was there for laughs either. It was there to underscore the universal applicability of death. I think he chose that line to a) deliver that message, but b) do so in a more ironic, light-hearted way to keep that section of the speech from being too much of a downer.

Thanks for the additional analysis. You’ve made some excellent points. In particular:

• Re: lack of eye contact. I, too, was disappointed by this. I thought it showed a lack of preparation.
• Re: avoiding the “cheap” pot-shot at Microsoft. Again, I agree. This is similar to the Al Gore critique where I suggest it may have been better to avoid reinforcing the political left and right .
• Re: writing for paper vs. writing for voice. I agree that this speech tends toward a more formal style, which is generally more appropriate for written works, not spoken works. However, I think it is plausible that Jobs may have intended to adopt a more formal, academic orator voice for this commencement speech.

The way steve jobs says you must find what you love in order to succeed is not really a fair statement, as some people are in love with what they do and yet make no success whatsoever.

Andrew: thanks for this fabulous post. I have carried this speech in my head for sometime now and occasionally go back to read it. But to have it accessible with your analysis, good comment from Jason, and the ability to see it and then read about it–what a joy.

I give workshops on the topic of writing to heal and help. Many gems from this post will quite soon find their way into these workshops. Thanks, again.

–Ellen

wow! Great work, I will refer to it in my thesis about the 2007 keynote.

i think both of you guys’ opinion pointed out here are excellent! i have very important rhetoric presentation tmr and found out this perfect website! it helped me alot and i really appreciate you both posting and sharing this critique with everyone! 🙂

I use this speech for teaching university undergraduates. They think that since he reads the speech it’s rude to the audience and they don’t like that he doesn’t give eye contact. Many of my students do not know who Steve Jobs is so they don’t understand some of what he talks about. (I am always amazed when not a single person in the room knows who he is. I thought you might find that interesting.) About the comments regarding the language choice. My students don’t think he wrote the speech himself. They argue that he is certainly rich enough to hire a speech writer. My personal feeling is that it is very likely that he worked WITH a speech writer to create the speech. The choice of more “lofty” language was an attempt to use appropriate language for the occasion and likely came from the speech writer and not him. Maybe that’s why the delivery seems awkward. Like Ronald Regan did in his challenger speech.

Andrew thanks for this great blog! I am looking forward to reading more of your reviews and the comments.

I thought it was wonderfully organized and written speech. More importantly, it was authentic and had guts. It would have been so easy for him to serve them platitudes but he gave them the real speech about his real life and I admired that. My main gripe was his lack of eye contact. He could have given that speech without the notes. He had his eyes down the whole time reading the script, yet I’m sure he didn’t need it. Hell, it was his life. That was unfortunate.

I was also embarrassed for the audience. They should have been more grateful for that speech. Perhaps their tepid reaction was from being in the hot sun too long.

This is a terrific critique. As a speech coach, another thing I took away from Jobs’ speech is the importance of speaking on something you are passionate about – no matter what your topic is. I blogged recently about Jobs’ speech and this takeaway on my speaking advice blog – sarahgershman.blogspot.com. I would appreciate hearing your thoughts.

Much thanks, Sarah

I am ordinary Russian women and liked his speech very much. It das not matter much who helped to write it. Reading this material I felt the same. This great man has survived and understood a lot. I believe him. He is very positive person and nether became embittered. Good luck to everybody.

Hi Andrew Dlugan

My name is Troels Thomsen and I am writting an assignment on Steve Jobs speech at Stanford University.

I am using Aristotles Logos, Pathos and Etos but I am having trouble finding them in the text. Could you perhaps help me?

Hard hitting speech and well done. I’ve done everything he spoke about in the opposite way. It took me four decades to find what I wanted to do and am doing. So I’m not about to take this speech apart. I’m just glad someone posted it and led me to this site. Thank you Steve Jobs, and yes I’m a MAC person.

excellent graduation speech/ Steve Jobs 2005, Stanford University.

(part 3 was the heart of the speech/I will try to abide by his thoughts each day)

Such a creative person, we will all miss him

Wonderful speech…nothing grandiose, just heartfelt and practical.

Wise and commonsense..

Great ingredients for giving anyone advice..

This article was not as appauling as I thought it would be. The speaker didnt grab his audience attention. I think a little more sense of humor would have done the trick. Overall it was a nice speech, but if I was there, i would definitely lost interest.

Reading this article shows quite a few stong points when catching your audiences attention when preparing to deliver a speech. Like the different points the author gives and like the methods he used such as catching your audiences attention by a strong opening which in my opinion gives a great start and your audience will want to listen to your speech in its enterity. great points given by the author.

I watched this video again and noticed the pain in this speaker. It was a well written speech and it was delivered with intense pain. Notice the body language, lack of eye contact and failure to laugh. Very revealing.

I loved his simplicity. One of the richest men in the world telling three personal stories instead of using big words or big figures to sound gran. Such personal security. Knowing what a stellar presenter he was when introducing Apple products, I found it interesting that he had his head down reading text most of the speech. As we all know, this greatly reduces a speaker’s connection to his/her audience and the power of his/her delivery. How poignant that he thought he had another two or three decades. And what a reminder to us all.

I remember watching this speech in a college classroom. It was and still is powerful.

Thanks for the post!

I personally like how he gave out his speech of his experience. Personally, I love to hear people experience It is a lot easier to understand and share sympathy. The way he points out three topics that were most important to him, and I believe that most of us are going through same issues but different situations. He spoke very clearly so that all people who were listening could understand. By hearing his speech I can apply to my life, and what type of career I love to do. The first part that he never graduate from the college impact my mind a lot and how his parents had to a lot of money to his school tuition. He certainly gave me a message to find my better career and stay in my faith.

Great analysis!

Andrew, I am learning a lot from your analysis.I am grateful to you for all your articles,time and effort.

Excellent analysis of a wonderful speech.

Three personal stories very effective! and of course “story” interpreted by him.

One observation about the humour: I would not have felt very funny if I was told I’ll die soon. He was better making dream and inspire, then making laugh.

I remember watching the speech for the first time on learning about Steve Jobs’ death. It’s an amazing speech – so engaging. The detailed analysis here is excellent. I particularly liked the analysis around the rule of three – such a powerful tool. Thanks for your efforts with this post Andrew.

Dave, CommunicateYouBlog

Really good speech

The speech is very interesting. Firstly, he uses his experiences to deliver his opinions, and these stories are very interesting. So it is easy to remember. Secondly, deep and precise opinions, which is beneficial to his unique and successful jobs and that is also people who can’t copy. However, his head always down to see his draft, I think it’s not good because it lacks the eyes communication with audience.

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Rhetorical Analysis of Steve Jobs’ Commencement Address

This essay will conduct a rhetorical analysis of Steve Jobs’ famous commencement address at Stanford University. It will dissect the speech’s structure, use of rhetorical devices, and the effectiveness of Jobs’ storytelling technique. The discussion will also delve into how Jobs’ personal experiences and philosophies are woven into his message, and the impact this speech has had on graduates and the wider public in terms of inspiration and life lessons. On PapersOwl, there’s also a selection of free essay templates associated with Analysis.

How it works

Steve Jobs’ commencement address to graduating class of 2005 at Stanford University is a wonderful example of how rhetorical devices should be used while giving a speech. In his address, Jobs aims to connect with his audience by using humor, personal experiences, and reflections throughout his life along with many other rhetorical devices. He also appeals to the ethos, pathos, and logos of his audience to strengthen his argument and urge them to pursue their dreams even if things don’t go according to plan.

Jobs can express his message of not settling for anything and striving to achieve happiness and fulfillment.

Steve Jobs begins his commencement address by appealing to the emotions of his audience when he compliments the graduates of Stanford University by stating, “I’m honored to be with you today for your commencement from one of the finest universities in the world.” Soon after, he claims that he never graduated college and that being on that stage was the closest thing he will ever get to college graduation. By sharing these two statements, Jobs establishes a sense of pathos by showing his humbleness and making the audience feel very accomplished for their achievements of graduating from Stanford. Later in his address, Jobs uses pathos, again, to tell of his cancer diagnosis and to make the most out of your life before you die.

After his short introduction, Jobs lays out the structure of his speech by saying, “Today, I want to tell you three stories from my life. That is s it. No big deal. Just three stories.” This simple structure helps the audience understand and follow his stories with relative ease. In the first of three stories, Jobs shares how his “biological mother was a young, unwed graduate student, and she decided to put me up for adoption.” He also talks about his adoptive parents and how they saved all their money to send Jobs to college which eventually resulted in Jobs dropping out. By including this anecdote and the anecdote of his adoptive parents not being college graduates and of himself dropping out, it shows the audience that success is not limited to anyone and that you don’t have to be the most privileged to reach success. Hard work and dedication to your craft can lead to great things. Near the end of the first story, Jobs includes some humor to lighten the mood when he describes his path to success and the creation of the Mac. He claimed, “If I had never dropped in on that single course [the calligraphy class] in college, the “Mac” would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, no personal computer would likely have them.”

Jobs provided logos in his address when he described the hardships faced when he was struggling with what to do with his life. He faced tough times after dropping out of Reed College. Jobs exclaimed, “It wasn’t all romantic. I didn’t have a dorm room, so I slept on the floor in friends’ rooms. I returned coke bottles for the five-cent deposits to buy food with, and I would walk the seven miles across town every Sunday night to get one good meal a week at the Hare Krishna temple.” By telling the graduates of his struggle, he is trying to relate to his audience in any way possible. Additionally, if Steve Jobs can overcome so much hardship, the smart graduates of Stanford University can too. Near the end of the first story, Jobs uses antithesis to explain his idea. He says, “Again, you can’t connect the dots looking forward; you can only connect them looking backward. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever — because believing that the dots will connect down the road will give you the confidence to follow your heart, even when it leads you off the well-worn path, and that will make all the difference.” Jobs uses this to develop the meaning of his story and to transition to story number two.

In story number two, about love and loss, Jobs aims to build more ethos into his story and he does it well because he is a credible source on going through failure and rebounding to greater success afterward. He starts by talking about what he loves and how he and his friend, Woz, “started Apple in my parents’ garage when I was 20.” He goes on to explain how he and Woz worked hard and after ten years, they had built Apple into a two-billion-dollar company with over four thousand employees. By doing, Jobs lays out his credibility in a way that showed his brilliance to see how he was able to turn Apple into a multibillion-dollar company. Additionally, Jobs provides ethos in his address by telling his audience everything on how he was fired from Apple and “tried to apologize for screwing up so badly” to David Packard and Bob Noyce. This shows the audience the mistakes he has made and that everyone makes mistakes and it is up to them on how they recover from them. His tremendous success after recovering from past failures (starting NeXT and Pixar) shows that adversity makes people stronger. His life went well when starting Apple, took a bad turn after being fired from Apple, and then became better after starting NeXT, Pixar, and eventually returning to Apple. The struggle Jobs faced establishes his ethos because he knew what it was like to be fired, to lose everything he built, and to recover. This allows his audience to learn how true success can be achieved even if obstacles arise, and Jobs is perfect to tell about the ups and downs of life.

Near the end of his second story, Jobs used repetition very well to emphasize his ideas of not settling and always staying hungry in life. He says, “If you haven’t found it yet, keep looking — and don’t settle.” This repetition emphasizes his idea of never settling for anything and always working to get better. And, at the end of the speech, he repeats the phrase, “Stay Hungry. Stay Foolish.” This phrase is a great way to use repetition to further Jobs’ ideas and it perfectly summarizes the theme of his Commencement Address. Jobs wants the graduates to never settle, always aim to learn new things, and push themselves to face new challenges.

Steve Jobs’ Commencement Address to the Stanford graduates of 2005 should be seen as a masterpiece on how rhetorical devices should be incorporated in a speech. His use of ethos, logos, and pathos along with repetition, humor, etc. help him accomplish his goal of explaining his message. Through this address, Jobs can deliver his message to never settle and strive for excellence in a very effective way for his audience to grasp and understand.

Work Cited:

University, Stanford. “Text of Steve Jobs’ Commencement Address (2005).” Stanford News, 12 June 2017, https://news.stanford.edu/2005/06/14/jobs-061505/.

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• Rhetorical Analysis of the iPhone Keynote
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Steve Jobs – Figures of Speech

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Introduction

Steve Jobs uses various different rhetorical measures to create emotional appeals in the audience. Some rhetorical figures and other elements may not be used without direct intention or even by accident. An indirect intentional use would be if a speaker wanted to create a certain effect and choose unconsciously an according action, e.g., a rhetorical figure. In this article we take a closer look on his use of figures of speech in the iPhone Presentation (MacWorld 2007 Keynote).

Jobs uses various rhetorical figures of speech. He applies these figures mostly in parts that appear to be well prepared, an indicator for these parts is is the low frequency of “uh”s and generally the style has a higher level in these areas, e.g., less colloquial language. Steve Jobs used figures of speech in his previous speeches, for an analysis of Steve Jobs Commencement Speech at Stanford University in 2005, take a look at the public speaking blog “Six Minutes” from the coach and public speaker Andrew Dlugan.

Rhetorical figures create certain impressions at the audience, yet these impressions depend on the context. Due to the large number of figures a description of the effects of each figure is omitted. What follows is a brief description of the structure of the applied figures with examples from the keynote in combination with an approximate timestamp. Since many figures are used in combination a note is added in parenthesis, if there is more than one figure present in a word sequence.

Figures of Speech used by Steve Jobs

Here is a list of the used figures with selected examples from the speech; roughly ordered by the frequency of appearances in descending order:

• Interrogatio is a rhetorical question, thus the answer is self-evident from the situation of the speaker.
• “…and I’d love to show it [a new ad] to you now, if you’d like to see it?” ([00:03:39])
• “Isn’t that unbelievable?” ([00:06:26])
• “Isn’t that incredible?” ([00:07:34])
• “Want to see that again?” ([00:41:47])
• “Pretty cool, huh?” ([00:47:30])
• Anaphora is the repetition of a beginning word (sequence) after a comma or colon.
• “As you know, we’ve got the.. the iPod, best music player in the world. We’ve got the iPod nanos, brand new models, colors are back. We’ve got the amazing new iPod Shuffle.” ([0:05:01])
• “We solved it in computers 20 years ago. We solved it with a bit-mapped screen that could display anything we want. Put any user interface up. And a pointing device. We solved it with the mouse. Right? We solved this problem.” ([00:32:27])
• Epiphora is the repetition of a concluding word (sequence) before a comma or colon. Most epiphoras are used in combination with anaphoras, thus they become symplokes.
• “Well, these are their these are their home screens. And again, as you recall, this is iPhone’s home screen. uhm this this is what their contacts look like. This is what iPhone’s contacts look like, and again,” ([01:27:23])
• Symploke is the combination of one or several anaphora(s) with one or several epiphora(s).
• “Our new colleagues at Intel really helped us. Thank you very much. Our thir… Our third-party developers rapidly moving their apps to universal versions to run at native speeds on Intel processors. Thank you very much.” ([00:02:02])
• “In 1984, we introduced the Macintosh, it didn’t just change Apple, it changed the whole computer industry. In 2001, we introduced the first iPod, and… it didn’t just – it didn’t just change the way we all listen to music, it changed the entire music industry.” ([00:27:12] with parallelism and geminatio)
• “We’re gonna use the best pointing device in the world. We’re gonna use a pointing device that we’re all born with – we’re born with ten of them. We’re gonna use our fingers. We’re gonna touch this with our fingers.” ([00:33:33])
• “The first rich html e-mail on a phone. The first real Web browser on a phone.” ([01:15:35])
• Geminatio is the repetition of a word or word group within one sentence.
• “That’s 58 songs every second of every minute of every hour of every day.” ([00:06:26] with syndeton, parallelism, and climax.)
• “And the problem is that they’re not so smart and they’re not so easy to use, so if you kinda make a… Business School 101 graph of the smart axis and the easy-to-use axis, phones, regular cell phones are kinda right there, they’re not so smart, and they’re – you know – not so easy to use.” ([00:30:28])
• “And so I’ve got voice mail how I wanna listen to it, when I wanna listen to it, in any order I wanna listen to it with visual voice mail.” ([00:56:49] with asyndeton)
• Subiectio is a mock dialogue (thus a monologue) with question and answer, included in the speech to enhance the line of thought.
• “What does this mean? It means you can take one of the computers in your house, and right from iTunes, just like you would set up an iPod, you could set up your Apple TV.” ([0:15:00], with exemplum)
• “Well, how do you solve this? Hmm. It turns out, we have solved it!” ([00:32:27] with exclamatio)
• “And, what’s wrong with their user interfaces? Well, the problem with them is really sort of in the bottom 40 there. It’s, it’s this stuff right here.” ([00:31:33], with the message visually underlined on the slides)
• “How many of you do that? I bet more than a few.” ([00:49:19])
• Apostrophe is the turning away from the normal audience to another audience.
• “Phil, what do you got on your MacBook. You got some content we could watch?” [00:23:31]
• Exclamatio is an exclamation that expresses the emotional affection of the speaker.
• “I just take my unit here, and I turn it landscape mode, oh, look what happens! I’m in cover flow.” ([00:43:43])
• “The killer app is making calls!” ([00:49:04])
• “Wah, whoa, what is this?” ([00:52:30])
• “Oh, look, Apple’s up! That’s great!” ([01:11:13])
• Onomatopoeia is the use or invention a word whose sound imitates that which it names, due to the union of phonetics and semantics.
• “Boom.” (several times)
• Hyperbole is an exaggeration of the characteristics of an object or circumstance.
• “We also have the coolest photo management app uh ever, certainly on a mobile device, but I think maybe ever.” ([00:58:42])
• “It’s the coolest one that we’ve ever seen.” ([01:29:12])
• “Best version of Google Maps on the planet, widgets, and all with Edge and wi-fi networking.” ([01:15:56])
• “It’s the ultimate digital device.” ([01:30:53])
• Simile is an explicit comparison between two things, usually using “as” or “like”.
• “It [multitouch] works like magic.” ([00:33:33])
• “Now, software on mobile phones is like is like baby software.” ([00:34:55])
• “Just like you’d set up an iPod or an Apple TV. And you set up what you want synced to your iPhone. And it’s just like an iPod. Charge and sync. So sync with iTunes.” ([00:37:55])
• “Same as a BlackBerry.” ([01:03:51])
• Alliteration is the repetition of the same sound beginnings, especially of consonants, of at least two successive or neighboring words of a syntactical unit.
• “there was an article recently that said iTunes sales had slowed dramatically.” ([00:06:26])
• “Well, we don’t have data for December yet,” ([00:09:23])
• “It doesn’t work because the buttons and the controls can’t change. They can’t change…” ([00:32:22])
• “Now, we’ve also got some stuff you can’t see.” ([00:39:38])
• “I’ve got a camera here so you can see what I’m doing with my finger for a few seconds.” ([00:41:47])
• “And the third app I wanna show you as part of the phone package is photos.” ([00:58:42])
• “Starbucks, so I’m gonna search for Starbucks, and sure enough, there’s all the Starbucks.” ([01:13:02])
• Aporia is a (feigned) statement of doubt by the speaker and a question to the audience, about how he should act.
• “Now, how are we gonna communicate this? We don’t wanna carry around a mouse, right? So what are we gonna do?” ([00:32:54])
• “Well, how do I scroll through my lists of artists? How do I do this?” ([00:42:29])
• “So what should we price it at? Well, what do these things normally cost?” ([01:30:53])
• “What should we charge for iPhone?” ([01:31:46])
• “So how much more than $499 should we price iPhone?” ( [01:32:15])
• Climax is the increase from a weaker to a stronger expression. Thus, a word (sequence) is arranged in ascending order.
• “But smart phones are definitely a little smarter, but they actually are harder to use. They’re really complicated. Just for the basic stuff a hard time figuring out how to use them.” ([00:30:41])
• “First was the mouse. The second was the click wheel. And now, we’re gonna bring multi-touch to the market.” ([00:34:20])
• “And rather than just give you a WAP version of the New York Times, rather than give you this wrapped version all around, we’re showing you the whole New York Times Web site, and there it is.” ([01:08:00]; also includes a geminatio (”rather than”))
• “Wouldn’t it be great – if you didn’t – if you had six voice mails if you didn’t have to listen to five of them first before you wanted to listen to the sixth? Wouldn’t that be great if you had random access voice mail? Well, we’ve got it.” ([0:49:58] with interrogatio and anaphora)
• Asyndeton is a sequence of words or similar expression without the use of conjunctions.
• “We’ve got movies, TV shows, music, podcasts, photos.” ([00:16:06])
• “But it also syncs a ton of data: Your contacts, your calendars and your photos, which you can get on your iPod today, your notes, your..your bookmarks from your Web browser, your e-mail accounts, your whole e-mail set-up.” ([00:37:19])
• “Thinner than the Q, thinner than the BlackJack, thinner than all of them.” ([00:38:31] with anaphora.)
• “A lot of custom silicon. Tremendous power management. OSX inside a mobile device. Featherweight precision enclosures. Three advanced sensors.” ([01:30:00])
• Anadiplosis is the repetition of the last word of a sentence or sequence that is also the first word of the following sentence or sequence.
• “And they garnered two percent market share. Two percent market share. uh iPod had 62 percent market share, and the rest had 36.” ([00:09:43])
• “And they all have these control buttons that are fixed in plastic and are the same for every application. Well, every application wants a slightly different user interface, a slightly optimized set of buttons, just for it.” ([00:32:07])
• “It doesn’t work because the buttons and the controls can’t change. They can’t change for each application, and they can’t change down the road if you think of another great idea you wanna add to this product.” ([00:32:22])
• Personification is the attribution of human properties towards things or animals. In the following examples “it” refers to the iPhone.
• “It already knows how to power manage.” ([00:35:00])
• “And if there’s a new message it will tell me.” ([00:57:27])
• “Now it knows who Phil is cause he is in my address book.” ([01:25:00])
• Polyptoton is the repetition of the same word but in a different form. In the following cases for verbs:
• “Ok, now, you also can’t think about the Internet without thinking about Yahoo.” ([01:19:51])
• “It automatically pairs with iPhone so you don’t have to worry about pairing.” ([01:29:00])
• Antitheton is the opposition of two facts of contrasting content. The opposite may be expressed in speech by means of single words, word groups, or sentences.
• “They all have these keyboards that are there whether you need them or not to be there.” ([00:31:43], also a geminatio “there”)
• “The kind of things you would find on a typical phone, but in a very untypical way now.” ([00:50:00])
• Euphemism is a substitution of an agreeable or non-offensive expression for one whose ordinary meaning might be harsh or unpleasant.
• “We wanted the best web browser in the world on our phone, not a baby web browser or a WAP browser, a real Web browser, and we picked the best one in the world, Safari, and we have Safari running on iPhone.” ([01:02:00])
• Confessio is the confession of an error or weak spot. In its original form it was the confession of an error towards the opposition.
• “… so I’ll probably stumble and call this iTV five times today by mistake. I apologize. So Apple TV.” ([00:12:32])
• “And I didn’t sleep a wink last night.” ([01:44:14])
• “It does error prot uh prevention and correction. Not that I won’t make some, I probably will.” ([00:57:45])
• Distributio is the division of the main concept in sub concepts. Due to expended visualization the main concept gains a greater importance.
• “So, three things: a widescreen iPod with touch controls; a revolutionary mobile phone; and a breakthrough Internet communications device. An iPod, a phone, and an Internet communicator. An iPod, a phone … are you getting it? These are not three separate devices, this is one device, and we are calling it iPhone.” ([0:28:44] with parallelism)
• “So, Internet communicator, an iPod and a phone.” ([01:23:20])
• Polysyndeton is the repetition of conjunctions in a series of coordinate words, phrases, or clauses.
• “It’s got everything from Cocoa and the graphics and it’s got core animation built in and it’s got the audio and video that OSX is famous for.” ([0:35:43] with geminatio)
• Metaphor is a “comparison made by referring to one thing as another.” Steve Jobs seems to prefer the figure simile to metaphor.
• “A huge, heart transplant to Intel microprocessors.” ([00:01:03])
• “What we wanna do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use.” ([00:30:53])
• Allusio is an implicit reference to an opus, text, person, etc.
• “He told me this, he said, you had me at scrolling.” ([00:48:45]; is a reference to the movie Jerry Maguire, with the quote “you had me at hello”.)
• Anastrophe is the reversal of the normal sequence of two words in direct succession.
• “… and they all have these plastic little keyboards on them.” (instead of “little plastic”; [00:30:00])
• “And boy, have we patented it.” (instead of “we have”; [00:33:54])
• “… and up pop my favorites , …” ([00:54:30])
• Ambiguity is the polysemy of a word (sequence).
• “And you can guess who our next Target might be.” ([00:06:59]; “Target” is a chain of discount department stores and was selling more music than Apple.)
• Irony is the expression of something by means of a word or sentence that describes the opposite.
• “Oh, a stylus, right? We’re gonna use a stylus.” ([00:33:00])

Distribution and Usage of Figures of Speech in different Parts of the Presentation

The frequency of figures is not constant throughout the keynote. For the upcoming analysis the keynote was separated in five different parts, which are named Beginning, iPhone Intro, iPhone Demo, Summary, and Fade-out. The following analysis relates the frequency of the figures to that of the “uh”s. Here you can find a complete transcript of the iPhone keynote (MacWorld 2007) .

The size of the transcript was used in relationship to the distribution of figures and “uh”s, since it is difficult to use the time as an indicator, because there are various interruptions in form of advertisements, video clips, guest speakers, and other performances. Therefore, the size of the transcript without timestamps is used.

In the first 26 minutes, before the iPhone is presented, there are only a few figures. Also the number of “uh”s is about 55, which is nearly one third of all “uh”s in the whole keynote. The intro takes up about one quarter (23 %) of the transcripted text.

From [00:26:22] to [00:41:08], where Steve Jobs talks about the iPhone before he shows it to the audience, the use of figures is the highest in the keynote. This part takes a little less than 16 % of the whole transcripted text, but only about 2 % of the number of “uh”s. Thus, there is a strong negative correlation between the number of “uh”s and the usage of figures of speech. Additionally, the complexity of the figures of speech is high.

In the part from [0:41:10] to [1:26:56], where the iPhone is presented in detail during various demos, the use of figures is low to moderate, yet most figures are questioning figures like subiecto (self-answered questions) and the interrogatio (rhetorical questions) or simple effects like hyperboles (exaggerations) and onomatopoeia (”boom”). This part takes a little more than 43 % of the whole transcripted text and nearly 58 % of the number of “uh”s. Due to the many tech demos this is not unsurprisingly. The aforementioned figures fit to this purpose, because they are not too elaborate, yet provide aesthetics and certain degree of variation. Additionally, a lot of these figures are seen as the trademark phrases of Steve Jobs.

From [01:27:00] to [01:45:20] Steve Jobs makes a summary about the iPhone, then he continues with the price and the market. In this section of the keynote, the quantity and complexity of the figures is the second largest in the keynote. The “uh”s account for almost 5 % of all “uh”s in the keynote, whereas this part contains about 14 % of the transcripted text. This part uses mainly rhythm and speed figures, like long anaphoras (repetition of the beginning) and asyndetons (no use of conjunctions). Additionally, Steve Jobs used the aporia extensively, when he asked the audience how much Apple should price the iPhone.

The fadeout of the keynote lasts from about [1:45:21] to the end, where Steve Jobs thanks the families and introduces John Mayer. It contains almost 5 % “uh”s, which is the same number as the previous part. Yet, it amounts for only 2.5 % of text.

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Rhetorical Analysis of Steve Jobs’ Speech

Introduction, using logos, using pathos, using ethos.

Steve Jobs, the legendary innovator and founder of the Apple Corporation, spoke at Stanford University in 2005, and this was one of the businessman’s landmark speeches. Jobs addressed the graduating class with parting words and used non-standard methods of oratory by drawing on personal experiences and referring to individual perceptions and worries. In this formal setting, he attracted the public’s attention not only with vivid examples and an oratorical manner but also with the content of his speech. Jobs used the most common rhetorical appeals, in particular, logos, ethos, and pathos, and he made a focus on the last of the three mentioned.

In his speech, Steve Jobs paid little attention to logos as a means of oratorical persuasion. He focused on showcasing his background to graduates and arguing that anyone with natural worries and fears could succeed. At the same time, he utilized numbers to describe specific situations from his past. For instance, while instructing graduates, he stated that “in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4,000 employees” ( ’You’ve Got to Find What You Love’ ). Such mentions were pertinent because the audience felt anxious about an unknown future. The graduated present could be convinced personally that any endeavor had a chance to be profitable and successful. Therefore, even slightly expressed logos was appropriate in this speech due to targeted examples.

Pathos became the key mode of oratory persuasion, which Steve Jobs used in his speech at Stanford. In an effort to awaken graduates’ emotions, the speaker turned to the exciting topics of life, death, love, and other significant aspects of human existence more than once. Moreover, he used his own problems and experiences as the means of calling to be strong and withstand any adversity. He stated as follows: “about a year ago I was diagnosed with cancer” ( ’You’ve Got to Find What You Love’ ). Such a technique may be regarded as an obvious emotional hook that attracts the attention of the audience. All these references to individual problems were effective tools for influencing graduates preparing to enter adulthood. Thus, pathos can be called the basic element of persuasion.

By the time of his speech, Steve Jobs had already had the status of an outstanding businessman and innovator, and it was natural to establish his credibility through ethos. He inserted the career facts into his speech and referred to the achievements that allowed him to become the world-famous entrepreneur. For instance, he describes Pixar as follows: this “is now the most successful animation studio in the world” ( ’You’ve Got to Find What You Love’ ). At the same time, Jobs does not make personal achievements the basis of his speech. He used them as examples to prove to graduates that any project could be recognized and successful if the necessary efforts were put into it. His Macintosh was a vivid example of early success: “I had just turned 30” ( ’You’ve Got to Find What You Love’ ). Therefore, using ethos was an effective tool for the given situation and the public.

In his speech at Stanford University in 2005, Steve Jobs paid particular attention to pathos as a means of rhetorical persuasion, but he also used logos and ethos to influence the audience. Personal experience and individual worries allowed him to influence the public, and the emphasis on significant human values made the performance deeper and, at the same time, non-standard. The ideas of wide opportunities and the importance of making efforts were relevant to the given audience of graduates. The analysis shows that even few accurate data can make a performance credible and memorable, and oratorical pathos is a significant mode of persuasion if used correctly.

“’You’ve Got to Find What You Love,’ Jobs Says.” Stanford , 2005.

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