Samsung Galaxy XCover Snowfield Advert - Essay Example

Samsung Galaxy XCover Snowfield Advert Visual images are very essential in employing the art of persuasion or when trying to an argument that could otherwise not be achieved through text alone. They can communicate sophisticated ideas that are hard to express in words. Images have the ability to appear candid while blending with modesty to look lifelike and natural (Hill 56). Through a combination of this ability and text, Samsung manages to inspire pathos among its audience. Samsung is a world-leading technology and electronics company headquartered in Seoul, Korea. Samsung is focused on manufacturing all types cutting-edge devices with a particular emphasis on Smartphones. It is, arguably, the leading Smartphone manufacturer in the contemporary society. Cheil, a Chinese advertising company based in Beijing, China prepared the Samsung Galaxy X Cover Snowfield advert and published it in October 2011. The advertisement is a creative play of the idea that the Samsung X Cover device is so high-tech, that it will be the ultimate guide to the user even in destinations that they have never visited. In their words, ‘Just like you have been there.’ The mobile advert generally portrays a relatable mood of adventure and curiosity. The advert is rich in color from the subject matter to the general serene surrounding. On the Samsung Galaxy X Cover: Snowfield advert the setting is on the top cap of a mountain. The background is beautiful, bright and oozes an undeniable sense of natural tranquility. This is the ideal destination for explorers and tourists. For the free-spirited individuals, it is the epitome of a good time. The authors of this mobile advert clearly envisioned the young, fun-loving and free-spirited people as their target audience when they set out to create this advert. The subject in this advert is a young male who is set out to have the best skiing ride of his life (Hope 79). The angle focus is perfect for it clearly implies how the skiing will take place. The target audience for this advert relates to the setting since almost everyone has or strives for a dream destination or an adventurous quest. This mobile advert capitalizes on the notion that young people are restless, with a desire for exploits and an unquenchable thirst for knowledge and experience of new things. The Samsung Galaxy X Cover: Snowfield advert accomplishes its purpose to appeal to the target audience. Although the main message of the advert is ‘Just like you have been there’ with the use of the revolutionary GPS technology, the accompanying ambience drives the point home. The appeal of pathos in this mobile advert is achieved by connecting to the target audiences’ emotions. This is accomplished through evoking the passion for adventure on the audiences’ part and that of reliability on the part of Samsung. The audience can relate to the setting as a tourist destination and the activity of skiing. The Samsung Galaxy X Cover Snowfield advert employs several strategies to create visual effects. Color is one such strategy that has been softly blended to create a cloudy effect that contributes to a serene emotional quality. The advert employs the extensive use of white color and a light shade of blue, which complement each other to paint a natural setting. The soothing effect of the skies, clouds and mountain snow are perfectly captured. The Samsung logo at the top right hand corner uses a white color scheme that is portrayed throughout the rest of the advert to deliver visual continuity. The blue and white color palette provides a sharp contrast. This enables the advert to create an emotional quality that is comforting and calming signifying the portrayed scene of nature and adventure. Any other color scheme employed in the advert would have seemed out of place. The color yellow, which is a bright color has been used in the jacket of the skiing man. This color draws the attention of the viewer immediately to the subject of the advert. This is a clever mix by the author to focus the attention of the viewer to the main part of the advert. The other dark colors like the man’s pants and skiing gear bag also aid in grabbing attention. A distinct bright blue color is used in the ‘Camp One’ tab in an attempt to grab the attention and approval of the viewer and it works flawlessly since it is easily noticeable. In general the advert utilizes a mix of color shades switching between light blue, white, dark blue and yellow colors to shift your attention and hold it in specific vital places in the advert. In other less crucial areas in the advert like the fonts ‘Samsung Galaxy X Cover with GPS’ in the bottom left part dull, even unattractive color are used. Not only does the Samsung Galaxy X Cover Snowfield advert employ color, but also uses word choice as a strategy to generate an overall effect. There are four sets of text in the mobile advert that the authors clearly intended to convey to the target audience. They include ‘Samsung’, ‘Just like you have been there’, ‘Samsung Galaxy X Cover with GPS’ and ‘Camp One’. The ‘Samsung’ text on the top right corner is capitalized, bolder and larger than the other texts. This is because it represents the company logo. The text ‘Just like you have been there’ is intentionally larger in size and darker in color than those below it to state the main theme of the advert. These words co-relate directly to the subject of the advert which is a skier in the Snow Mountains. The underlying message to the audience is that Samsung Galaxy X Cover will guide them anywhere in the world through the GPS (Rose 78). In addition to color and word choice, the Samsung Galaxy advert also includes symbolism as a strategy to create an overall effect on the piece. Symbolism is very vital in any visual image that goes beyond serving as a sign and creates an image that indirectly connects to its referent. In then mobile advert, if one takes a closer look at the image portrayed, they will notice that in front of the subject which is the skiing man, there is a set of footprints. Contrary to what is depicted in the advert, all footprints are supposed to be represented behind an object as it shows the trail that is left in the course of the movement. Yet, in the advert that is not the case. The witty representation of footprints ahead of the skier serves the purpose of symbolism. They symbolize that the course of the skier has been outlined for them. They are guided through a set out path. In the broader picture this symbolizes that the Samsung Galaxy X Cover device has the ability to guide its users through the GPS (Global Positioning System) technology. This navigation capability is main feature or the sell point for the Samsung Galaxy X Cover. Indeed, there is a caption accompanying the advert ‘Just like you have been there.’ It shows that the device is intelligent enough to guide your way in case you visit unfamiliar destinations like the case of the skier in the mountain snow. This strategy is a clever incorporation in the advert will definitely achieve its intended effect (Rose 89). Color, word choice and symbolism integrated with the subject matter of the advert; makes the Samsung Galaxy X Cover Snowfield advert very effective. The intended message is driven home to the target audience. The audience can clearly deduce that be acquiring the Samsung device, will enable them to navigate effortlessly even in unfamiliar environments. The beauty of the image and its creative clarity succeeds in eliciting and generating passionate emotions that affect the viewer in a profound way. Works Cited Hill, Charles and Marguerite H. Helmers. Defining Visual Rhetorics. Routledge, 2004. Print. Hope, Diane S, et al. Visual Rhetoric: A Reader in Communication and American Culture. SAGE Publications, 2008. Print. Rose, Gillian. Visual Methodologies: An Introduction to the Interpretation of Visual Materials. Sage Publications (CA), 2001. Print. Read More