This advert was found in Hello magazine and at a first glance it hard to see what it was advertising. With just the imagery of a woman at some kind of concert with a microphone crowd surfing it is hard to think that this is selling a phone. The image shows the woman singing and obviously having a good time and this could be a once in a lifetime thing for her. Then you read the tagline, ‘Shoot, Beautify, Share your now’. It is referring to the phones ability to offer photo editing applications so you can upload your images to social networking sites such as Facebook. This would be a selling point for many younger women now as Facebook is such a huge part of some people’s daily ritual.
A photograph captures in an instant a part of your life; it is a way to document your past with the family albums coming out to embarrass you. Stephen Shore says ‘a photograph has its own life in the world. The context in which the photo is seen affects the meaning the viewer draws from it.’ This refers to how I said the photo by itself just shows a woman having fun and some people may aspire to do something like this in their life but in this case the text is what grounds the image. Now, more than often, people snap away but leave their photos in digital form, as we have lost going down to the shops and handing your film in for processing. By ‘sharing your now’, Samsung are trying to sell the phone on the notion that as technology has changed, so have we in the way that we share photos.
‘Shoot, beautify and share your now’ leads me to think it the photo editing and uploading is a relatively quick process so you could update your life on your Facebook page. It is strange when you think how we have changed with the advances of technology and maybe a little saddening to realise some things have gone such as getting you film processed. I do think this advert is effective because it shows you what the selling point of the phone is and what its main features are. It is strange to think how technology has developed and how we as the consumer have changed so that now we want a phone to do everything but just call.
Stephen Shore, The Nature of Photographs, The Physical Level, Page 26.
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