On June 14, 2005, Steve Jobs, CEO of Apple computer and Pixar animation studio, delivered a very strong and powerful commencement speech to the graduating class at Stanford University.
During the speech, Steve Jobs told three separate stories about his life. The first story consisted of his childhood, how he grew up et cetera, and how he developed his education in an oddly fashioned way. He quoted it as “The first story is about connecting the dots.” The second story was about love and loss. This story explained, how he was fired after the Macintosh computer was invented and sold. The final story was about death. Some years ago Jobs was diagnosed with a rare form of pancreatic cancer. The doctors told him, he was dying, and there was no cure for it. So he prepared saying goodbye to his family. But later on, doctors found out, that the cancer was not incurable. In that way, the cancer didn’t come in-between his career and his life for the Apple and Pixar companies.
Jobs used the pathos techniques, because his arguments and feelings are based on emotional statements. Pathos can be established by personalizing a speech with experiences from the sender’s own life. Steve Jobs told about how he felt in the tough and easy phases in his life. Examples: “I felt…” “I still loved..”
To sum up, Steve Jobs kept his speech very simple, so everyone could understand. His speech is about the circle of life, and how he managed the tough situations and took the hard decisions. Also he had some symbolic in his speech, example the “rebirth” and the “death”. He used many opposites words in his speech, which make the contrast between the good and the bad things very big.