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.

1. Samsung’s
“Next Big Thing”
Rebecca Hampton
5 October 2012

2. What kind of phone do you have in your pocket?

4. Samsung’s argument
Themes of contrast and allusion create Samsung’s main
argument:
“Obviously Samsung is the best. The choice is black and
white. If you picked Apple, you’re no genius.”

5. Some Criticism
“It seems like an odd way to seduce [Apple customers]
because you’re basically telling them they’re idiots.”
Kevin Segal, member of Apple’s advertising team
Source: New York Times Online

6. Is it ethical to call consumers
idiots?

7. Samsung’s “Next Big Thing”
 Two themes create an argument against Apple.
 Some people find the ad distasteful and unethical.
 It’s not a personal attack, it’s 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>