Whew this commercial has got me all excited inside. It's honestly really good, so watch it!
This commercial is advertising for the new Samsung Galaxy S6 Edge. I honestly had no idea what the "edge" was even after watching the video, so my sister told me that the front screen was curved, therefore the edge wasn't the normal edge--it was also slightly curved. I didn't really see the curved screen in the commercial, nor do I see any importance of having a curved screen. However, this commercial did a great job in getting me engaged and watching the entire commercial.
First off, the music used in the commercial was "I'm Alive" by Johnny Thunder, which is a very upbeat, and happy song. The drumroll in the beginning along with the multiple clips of people getting ready to jump over waterfalls, to start a big football game, to perform in a ballet show, to read the note passed by the girl next to them, to break open a piñata, to open their eyes after being covered for a surprise, and to start the rollercoaster all build up ANTICIPATION. Then when Johnny starts to sing "I'm Alive" at the same moment we see the phone and every event begins to unfold.
The message that Samsung is trying to send is that we no longer need to hold onto our anticipation because the new Samsung Galaxy S6 Edge is here. They want us to feel excited, and amazed--or alive--for the new phone that everyone has been waiting for. And it makes us think that we need to go get this new phone as well because it's so exciting. The implicit message from the video is that we can have fun, be young and daring, and not worry about our age if we had the new Samsung phone.
The target audience is pretty general. It touches bases with many ethnicities: Caucasian, African American, Hispanic, and Asian. I would usually think the audience is younger from 20's-40's, but the song from the 1960's indicates it could be appealing to an older audience in their 50's. Many scenes with the little kids passing notes, to the girl riding on rollercoasters, to the couple kissing on a balcony, might be nostalgic to older folks. The scene with the old woman blowing out candles is one scene that depicts anyone old, but the lady is very happy being able to blow out her candles and say she is one year older.
The advertising techniques used in this video are plain folks because it depicts families, kids, younger and older adults all doing fun, yet common activities, such as, a boy hitting a piñata, or men playing football, or a woman being surprised and screaming from happiness. It uses testimonial featuring the singer Rita Ora using their new product. It also uses transfer association by having lots of parties and adventurous activities happening when the phone is first revealed. This makes it seem that if you had the phone you would be fun and adventurous and have lots of parties too.
This ad appealed to the need for affiliation. With every scene each person was with their friends, a crowd of people, or their significant other that would love them, or take videos/pictures of them.
There is a lot going on in this commercial, but mashed all together, it feels fun and desirable to have the new Samsung Galaxy S6 Edge. The commercial is very effective, and I would really like to see a Samsung S6 Edge.
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