Analysis of a Video Advertisement
The video entitled “The Next Big Thing is Already Here - Samsung Galaxy S III” posted by Samsung Mobile USA in YouTube presents the advertisement for Samsung Galaxy S III in just one minute and 31 seconds. The advertisement’s settings are explicitly indicated as three different locations: Chicago, Illinois (8 hours to go); San Francisco, California (10 hours to go); and New York, New York (13 hours to go). There were people lined up, apparently queuing for something. Since viewers could see from the background that the building where these people were lined up shows a poster of a cellphone (apparently during the time that the iPhone 4G was to be released), it could be deduced that these people were lining up to purchase the iPhone 4G.
For viewers who first saw the video ad, they could only initially guess what these people from different cultural backgrounds were apparently exchanging information on what is expected with the new upgraded cellphone that they were lining up for. However, in the process, they get the chance to observe from others who were also in the vicinity of the advanced features of the Samsung Galaxy S III such as exchanging playlists by placing 2 Samsung Galaxies back to back; having a wider screen, and can act as a controller through an all share option. In the process, these audience were amazed, interested, and signified intent, as well as interest for the product.
Analysis of the Video Ad
(1) Manner of Promoting a Sense of Social Belonging
The video ad was using an interplay of elements to promote a sense of social belonging
through indicating that people of a particular age group or segment gather together in a specified location to anticipate the launching of another cellphone. The target audience could be seen as predominantly young adults, but likewise encompasses one generation higher (their parents). These social group shares interests in being able to avail of the latest applications in cellphone technology by waiting patiently in line, and even reserving spots for friends and parents.
(2) Effectiveness in Communicating with the Intended Audience Demographic
The ad was effective in communicating the intended message to the target audience through subliminally indicating that despite people were lining up for another cellphone, the evident advanced and innovative features of the Samsung Galaxy S III, which is in fact already currently available, captured their attention and stirred their interests. This is an indication that the current cellphone that there were lining up for does not contain the features that the Samsung Galaxy S III possesses. Thereby, the video ad uses logos, as a rhetorical appeal through visually proving that there are sharing capabilities just by putting 2 Samsung Galaxy S III phones back to back. Also, there it uses pathos (emotional appeal) by indicating that a son who owns a Samsung phone reserves a space for his parents for the line to purchase the cellphone being launched (this also indicates that the iPhone 4S already caters to an older audience). Finally, the element of ethos (credibility) was also used as it indicated that Samsung’s more advanced features and capabilities far outweighs the functions currently offered by other smartphones; thereby confirming the organization’s reliability and credibility in terms of coming up with exemplary product design and features that far outweigh what other cellphone manufacturers were then offering. Thus, by being able to convince other people who were lined up to purchase another cellphone brand, and by effectively showing that it could cater to a wider age group, the product being advertised created significant audience impact and solicited the intended response.
Work Cited
Samsung Mobile USA. "The Next Big Thing is Already Here - Samsung Galaxy S III ." 19 September 2012. YouTube. 4 March 2012
