Topic: Samsung Phones
Audience: Cell Phone Users!
http://www.youtube.com/user/samsungmobileusa?v=CgfknZidYq0
For this week, since the superbowl recently occurred, I decided to analyze a commercial from the superbowl. It is a well known fact that these commercials are especially prestigious and wild to attract the millions of people watching the same exact channel. The commercial I chose was an ad advocating the new Samsung Galaxy phone while downplaying the apple iphone. The context of this commercial (besides being in the middle of superbowl sunday) was obviously the new creation of the Samsung phone and the idea was to attract more people to this type of phone then the amount of people who were looking to buy iphones this year... this is also the purpose. Rhetorical devices that were being used in this commercial are, communal memory which is used when people say things such as "this feels like detention" or when people are using different phones other then the samsung galaxy it pertains to the memory of the people. It is dependent on the fact that these people already know what these things are. One would need to know what detention is or feels like to relate to the one character who relates standing in line to that.
This alludes to the fact that the commercial's one aspect of an audience would be high school students... the use of the word detention relates to the high school age group and connects with their inner memory and mind. In a way it subconsciously pushes them to realize "YES i understand! I don't want an iphone! It takes too long standing in line!". Although the commercial does use factual statistics which is another rhetorical device to explain the different facets of the phone it does not use a lot of factual statistics to create the commercial. For the most part it uses pop culture and entertainment to tell the story of this one little phone and to create a new wave of excitement for the purchase of this new phone. The commercial also shows people going from gloomy to extremely excited over this new phone which shows the audience who is watching the commercial that if they buy this new phone they will feel the same way... In this way the commercial is using pathos to appeal to the passion of the audience. The rhetorical placement/situation of this commercial really help prove its point and get a broader sense of what audience they are actually hitting.
Since the people in the commercial look so happy while they are using their new phones, it might push people to buy them because of this possibly false vibe that this is what they are getting when they purchase the phone. Hyperbole is another rhetorical device because of the extreme exaggeration of excitement and events going on during the duration of the actual commercial.
The purpose for the commercial was met because the commercial continued to play on several different occasions (both before and after superbowl sunday) and it obviously was bringing business because of how often the commercial ran and the times that it ran. Yet the only true way to tell if the product's commercial actually gained prestige and popularity would be to document sales of the item post-superbowl sunday.
I would say, as a viewer, that the commercial was actually quite effective. The commercial made me feel the same emotion that each character was portraying and thus, interested me into purchasing this phones. Who knows? Maybe it really is the next iphone... only better!
- Ali Mason
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