Samsung Galaxy Ad Analysis Essay
We live in an era that has become dominated and controlled by technology. This same technology is advancing at breakneck speeds to improve the lives of the many people in the world. Families, friends, colleagues, and neighbors all share relationships with each other and keep in touch in various ways. The invention of the smartphone changed the way people connect with not just each other, but the world around them.
The evolution of the design and functions of this type of technology has made it so that our smartphones are becoming extensions of ourselves and a status symbol to those around us. Gone are the days of missing a call because someone was not home to answer their landline telephone or the days of using a paper map to plan a road trip. These days all you need to stay relevant and connected is the latest, greatest, fastest, and most innovative smartphone.
Samsung released an advertisement using logos, ethos, and pathos for their smartphone, the Galaxy SIII, to convince consumers that “The Next Big Thing Is Already Here,” by highlighting superior qualities and features of a new device that is already obtainable and suggesting that users of other smartphones are outdated and uninformed. Samsung begins their television advertisement by showing a lengthy line of people in Chicago waiting outside of a store for the unveiling of a device suggested to be the new Apple iPhone 5. The large visual advertisements hanging in the windows of the store have “It’s coming” displayed on them.
The consumers waiting begin to converse about the hype and rumored features of the new phone. Humor is used when one of the male consumers in line states, “The headphone jack is going to be on the bottom,” and then proceeds to act out an expression to signify that his “mind had been blown. ” He speaks and acts as if moving the placement of the headphone jack is an incredible feature of the new phone. In the following scene, a similar line has formed by more consumers waiting anxiously for the debut of the same device outside an additional store in New York.
A woman from this group declares that she “heard the connector was all digital. What does that even mean? ” After this point in the commercial, some of the consumers waiting in line begin to discuss the negative aspects of waiting and the new features of the phone that make it incompatible with previously released accessories. Even though many of the consumers are waiting in different parts of the country, they begin to see other individuals walking around using the Samsung device and start asking questions about it.
The people waiting in line begin to doubt their original decision when they see what the Galaxy SIII is capable of in addition to being readily available to consumers. The commercial ends with the statement “The Next Big Thing Is Already Here” To further illustrate the message in their commercial, Samsung uses the appeal of ethos, logos, pathos, and iconography to sell their product. The consumers of the rival Apple iPhones are being portrayed as ethos. The majority of the commercial is a subtle comparison of users in addition to smartphones.
Samsung attempts to attack a product, the culture surrounding it, and the consumers dedicated to it for an appeal to authority. Iconography is strongly recognized in this particular campaign because Apple iPhones are popular in today’s culture and therefor easily recognized as a superior device by many smartphone users. Samsung seeks to represent the shared social standards of knowledgeable and technologically savvy people to insist to consumers that trendsetters across the country are already using their Galaxy SIII.
This advertisement is an outright effort to manipulate users of not just iPhones, but also all smartphones by saying that even diehard iPhone fans are switching to the Galaxy SIII because it is more technologically advanced than the unreleased iPhone 5. In addition, the advertisement utilizes logos by providing seemingly sensible reasons as to why the Samsung product is superior for the consumers who do not have an affinity for either advertised company and are assessing which of the two devices to purchase. One of the main reasons to purchase a new smartphone is the addition of all the technology and tools that accompany it.
The consumers in the commercial address this directly with statements about the screen on the Samsung phone being larger, already available 4g connectivity, and phone features such as sending playlists by touching phones, sharing videos instantly, and watching videos while sending an email. The statement “The next big thing is already here” is another way logos is used as a driving force in this campaign to suggest that it is unnecessary to wait in long lines for a smartphone inferior to the already released Galaxy SIII.
Furthermore, an appeal to pathos is pushed in the advertisement in a variety different ways from the obvious humor throughout to facial expressions and key phrases in the commercial. Humor is used with the tone of voice and physical expressions from the individual who mentioned the headphone jack placement. It becomes apparent that even some of the diehard iPhone users are confused and slightly unsure of the technology in the unreleased device by the facial expression by one woman who had just been told, “they make the coolest adapters” in reference to needing an additional adapter to use a docking station for the device.
By planting seeds of doubt into the consumer’s ideas and perception of Apple, Samsung commendably allows the void created to be filled by the Galaxy SIII. There are many situations throughout the commercial that Samsung delicately mocks the iPhone and suggests that the users of the product are outdated. One particular time that this is strongly referenced is when a young man is waiting in line with his Samsung device tells surrounding individuals that he is saving the spot for someone else which happen to be his older, graying parents.
Another example of this was demonstrated when a man waiting in line sees an old friend who is not waiting in line because he has switched to the Galaxy SIII. It is a sunny day and the man waiting in line has to shield his eyes. The Galaxy SIII user is already prepared and is shown wearing sunglasses. This subtly suggests that iPhone users are squinting in the sunlight of new technology and that they are not prepared. The sarcasm and ridicule of the consumers of the Apple products in the ad appears to be amusing and entertaining, allowing it to connect to the viewing audience.
Samsung uses different appeals in this advertisement to persuade their audience during a crucial time for iPhone sales. The ad was released the day of the software update for the previous existing models of the Apple device. The company attempts to discredit the Apple iPhone 5 to promote the features and advancements of their own Galaxy SIII. In order to demonstrate reliability, the ad compares its superior product to the substandard device created by Apple.
Samsung delivers the message that their product can be trusted by putting the two smartphones head to head, weighing their abilities and features, and criticizing the lack of new features offered on the unreleased iPhone. The target audience for Samsung was independent thinking smartphone users who consider whether their purchase will live up to the standards of true electronic technological superiority. In addition to the use of logos, ethos, pathos, and iconography, the release date of the advertisement makes the campaign incredibly effective.
In the end, the ad urges the consumer to use their common sense and to buy the device with the best quality and features available. By attacking the product as well as the culture surrounding the product, Samsung successfully uses rhetoric to persuade consumers of smartphones that they do not have to wait in lines to be culturally oriented. Samsung also suggests that consumers can be part of the trendsetter demographic by embracing the company that strives to sell the best devices currently on the market.