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Samsung created an advertisement that contrasts Samsung phones with Apple phones in a black and white manner, implying that choosing Apple makes someone not a genius. Some criticize the ad for telling Apple customers they are idiots. The document discusses Samsung's new advertisement, criticism of it claiming it insults customers, and how the ad uses contrast and implication to argue Samsung is better than Apple.
![Some Criticism
It seems like an odd way to seduce [Apple customers]
because youre basically telling them theyre idiots.
Kevin Segal, member of Apples advertising team
Source: New York Times Online](https://image.slidesharecdn.com/presentation-121128132711-phpapp01/85/Presentation-5-320.jpg)
Presentation
- 1. Samsungs Next Big Thing Rebecca Hampton 5 October 2012
- 2. What kind of phone do you have in your pocket?
- 4. Samsungs argument Themes of contrast and allusion create Samsungs main argument: Obviously Samsung is the best. The choice is black and white. If you picked Apple, youre no genius.
- 5. Some Criticism It seems like an odd way to seduce [Apple customers] because youre basically telling them theyre idiots. Kevin Segal, member of Apples advertising team Source: New York Times Online
- 6. Is it ethical to call consumers idiots?
- 7. Samsungs Next Big Thing Two themes create an argument against Apple. Some people find the ad distasteful and unethical. Its not a personal attack, its advertising strategy.
- 8. Works Cited Samsung. Advertisement. CNET News. CBS Interactive, 15 Sept. 2012. Web. 23 Sept. 2012.<http:news.cnet.com8301-17852_3-57513628-71/samsung- attacks-iphone-5-in-new-ad/>. Vega, Tanzina, and Brian X. Chen. "Samsung-Apple Fight Moves to Marketing. New York Times (19 Sept. 2012): B1. The New York Times Online. The New York Times, 18 Sept. 2012. Web. 28 Sept. 2012. <http://www.nytimes.com 2012/09/19/business/media/ samsung-apple-fight- moves-to-the-marketing-arena.html>
Editor's Notes
- #4: Samsung. Advertisement. CNET News. CBS Interactive, 15 Sept. 2012. Web. 23 Sept. 2012. <http://news.cnet.com/8301-17852_3-57513628-71/samsung-attacks-iphone-5-in-new-ad/>.