As we all know, the debate between the Samsung Galaxy and the Apple iPhone has been a prominent conflict over the past few years (although it is obvious that there is no contest; the Galaxy line takes the cake, so to speak. Also, I promise I am not biased). The advertisement linked below was originally posted on YouTube by Samsung, and has been used in commercials as an attempt to persuade its audience into siding against the iPhone.
Credit: https://www.youtube.com/watch?v=QSDAjwKI8Wo
Publisher: SamsungDate of Publication (on YouTube): July 21st, 2014
========================================================================
The Little (just like the Apple iPhone) Picture...
The video opens to a scene where two male friends are seated in a small coffee shop. Both of the men are looking at their cell phones. The man on the left is using the Samsung Galaxy S5 whereas the man on the right is using some version of the Apple iPhone (no one really cares which one).
The man on the right begins a conversation with a smirk on his face, casually stating:
"Aw dude... iPhone might be getting a bigger screen.",
to which the man on the left tersely responds by saying:
"That hasn't happened yet?".
Immediately after the second man's statement, the scene freezes and a sarcastic narrator interjects with a short monologue that initially seems to be praising the iPhone 6 (haha praise the iPhone? yeah right), but then abruptly transfers that praise towards the (more deserving) Galaxy S5. The narrator's monologue was as follows:
"You know that thing you've been waiting on for like two years? How it's supposed to be awesome and how it's going to blow your mind? Well it's been here this whole time."
The video resumes, showing the two men comparing their phones, particularly noting the difference in size between the tiny (and insignificant) iPhone and the larger Samsung Galaxy S5.
The narrator finishes his speech with a final parting jab at the iPhone:
"But maybe you just like waiting."
The man on the left then resumes the conversation by stating:
"(chuckles) You must be happy."
To which the man on the right answers:
"(chuckles with a perplexed look on his face) Yeah"
To end the scene, the man on the left receives a phone call and leaves the table to answer it. The video then fades to black and the narrator briefly discusses the Galaxy S5 before the video ends.
========================================================================
The Big (unlike the Apple iPhone) Picture...
While it is more or less clear throughout the video for whom the advertisement is advocating, there are numerous subtleties that, in my opinion, enhance the effectiveness of the advertisement. The most important of these is the use of one of the strongest of the seven deadly sins: envy. As the video progresses, it is clear that the man with the iPhone changes his opinion of his own possessions when he notices that his friend has something that is clearly (and indisputably) better. This use of envy seems to accomplish two tasks:
1. Inspiring jealousy in iPhone users, in hopes of prompting them to make the switch to a Galaxy phone
2. Inducing pride in Galaxy users, in hopes of increasing sales among their loyal customers
Samsung's thoughtful placement of envious undertones throughout the video greatly increased the advertisements effectiveness in its goals.
(Also, it seems to me that the occurrence of the phone call at the end of the scene that prompts the man to leave his iPhone-using friend hints to the idea of Samsung leaving Apple behind in terms of technological development (which is entirely true (and again, this cannot be disputed (I am not biased (the iPhone is dead, long live the Galaxy S5)))).
========================================================================
The Intended Audience
Based on the main characters in the video, as well as its setting, I believe that the advertisement was intended have the greatest influence on adult males. Typically, young children and the elderly do not have smartphones (although this seems to be changing in our society today). Also, there are none of the typical feminine appeals that are often seen in advertisements directed towards women. The video seems to be directed towards the average American male, in hopes of influencing their smartphone (well, not so smart in terms of the iPhone) preference.
