In a recent ad for the Galaxy Note 4, Samsung told off Apple by showing that its own Galaxy Note's large screen preceded the iPhone 6 Plus's. It showed bad reviews of the original Galaxy Note and its large screen and compared them to the positive reception it received recently, especially in comparison with the iPhone 6 Plus.
What Samsung is trying to do with this ad is:
a) Establish that it had the idea first
and
b) Unite Samsung users by giving them the common enemy that is Apple
Similar to the "lovemarks" seen in "The Persuaders", Samsung is trying to make its name synonymous with originality, so that it will be the first thing people think of when they think of Samsung. They also try to draw people in by harnessing the most primal urge for conflict; they pit their products against Apple's and make their advertising campaign into a war. This is a common practice among advertisers because it uses the primal urge to unite people over one product against another product.
i agree, but i think samsung is also trying to get apple uses to abandon ship per-say and jump on the samsung train. if that is a goal it didn't work. the iphone 6 was the biggest selling iphone yet. as of October 20th there were over 39 million iphone 6's sold. samsung might gain a few unloyal customers but they wont get many.
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