Advertisement Essay

Topics: Rhetoric, Regulatory Focus Theory, IPhone Pages: 6 (1408 words) Published: April 13, 2015
Mohammad Moradi
Professor Gregory
English 1 B
March 16th, 2015

Samsung Galaxy Note 3 vs iPhone 6

Advertisement is a persuasive tool that uses imagery and words to grab the attention of a specific audience in order to sell goods, services or promote an event. It is done through digital and printed media, such as television, radio, Internet and magazines, depending on their target audience. There are a lot of elements that make an ad interesting and captivating, with every detail being carefully crafted for maximum impact on the viewer. In printed ads every inch of it matters, such as colors, word choice the font size and style, and the characters, specifically designed for a target audience. Advertisements often employ many different methods of persuading a potential consumer. The persuasive methods used can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. Introduced by Aristotle, this classification method of persuasion is still relevant in today’s society and applied to modern advertisement. Each of them aid the message that the ad wants to promote to the audience. The ad that will be discussed was created by Samsung to promote their new Samsung Galaxy Note 3, which uses pathos, ethos and logos, while simultaneously poking fun at an issue from a competitor that took the tech world by storm, the bending new iPhone 6.

In the age of smartphones dominated by the iPhone, Samsung came out as the main contender to take on Apple’s phones. The introduction of the new line of iPhone, the 6 and the 6 Plus, was met with great excitement, and, unfortunately for Apple, with an issue that overshadowed everything else. When a few people complained that their new iPhones were getting bent by just being in the pants’ pockets. The flimsy hardware problem was not a numerous as it was led to believe, and it slowly died down, but not before other companies were able to poke fun at it and even use it as a tactic strategy in their advertising campaigns. One of those companies is Samsung, which rode the media craze wave and decided to use it as a promotion for their new Galaxy Note 3. It is not the first time that companies use issues in their competitor’s products to hype their own, no matter which industry. This particular ad is kept extremely simplistic, but transpires a strong messages through the three persuasion modes. The main subject of the ad are placed at the center: the profile of the Samsung Galaxy Note 3 that seems to be looking down at an iPhone 6 that is bent to look like it is kneeling down. Above the iPhone there is a phrase, “Bend to those who are worthy.” The other only txt are the company’s name in the bottom left corner, ‘Samsung’ and the product’s name in the bottom right corner, ‘Samsung Galaxy Note 3’. The txt are all white, in the fonts popularly used by Samsung. The background is blue, shading into light blue as it goes toward the center, where the subject of the ad is placed, leading the viewers to focus on the phones and the phrase. The overall design is very simple, void of a cluster of images and writings, instead opting for a more sophisticated clean look, which is very popular when promoting products in the technology world. This is done to place more attention on the product; once the target audience is hooked and interested, they will later on go do more research and, in this case, possibly buy the phone. The txt, color and subjects transpire a direct message, which encompasses the modes of ethos, pathos, and logos that would persuade the audience.

An advertisement uses pathos in attempt to evoke an emotional response in the consumers. Those emotions can vary from happiness to anger. The ad would give different feelings to three type of consumers: the loyal Samsung consumer, the iPhone consumer and the undeceive consumer. The first one would feel...
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