Consider these three adverts
How is technology represented in each?
- what are they saying about technology?
- what are they saying about consumers of technology?
- what are they saying about how we use technology in our lives?
- which media theory[ies] might be applied to account for the above?
- how accurate do you find each advert?
TEST 1 : Samsung Galaxy
TEXT 2: Apple
TEXT 3: Apple
IDEAS
One of the key issues here is that Samsung do not mention 'Apple' by name but the mise-en-scene makes it clear that it is Apple that is being referenced. Note that the references are not [in themselves] negative,it is the way the updates are talked about and those who are doing the talking that construct a negative representation. They are 'over the top', they seem obsessive [geeky?] and almost too eager to be 'cool': these are what are called the 'early adopters', those who must have the latest and then spend their time convincing others how great their new design is.There is verisimilitude created by the mise-en-scene [we have all seen the queues; the hype]. Samsung users appear cool without really trying to be so.
Consider how Apple markets itself - no mention of the product, all about the feeling of the thing, the sense of empowerment and creativity.
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