The approach that this Samsung 'appropriate' campaign has taken is a rather unusual one, communicating its message in a somewhat patronizing way. The public is used to seeing cellphone ads that emphasize the freedom and possibility that go hand in hand with possessing a cutting-edge handset, but this set of prints actually informs of some restriction.
The Cheil China advertising agency of Beijing have illustrated three different scenes in a church, a theater and an auditorium, with audiences who are meant to be focusing their attention on a wedding, a stage performance and a speech. However, the typical scenario has been altered because each of the pews and seats have been reoriented to face a single spectator who is talking on his cellphone. This Samsung 'appropriate' campaign explicitly requests that people use their cellphones appropriately.
Ogling Audience Cellphone Ads
This Samsung 'Appropriate' Campaign Teaches Mobile Etiquette
Trend Themes
1. Mobile Etiquette Advertising - Using advertising as a means to teach mobile etiquette to cellphone users.
2. Patronizing Campaigns - Utilizing a patronizing approach in advertising to shock people into paying attention to social issues.
3. Non-traditional Messaging - Departing from typical messaging seen in advertising to communicate social norms and proper behavior.
Industry Implications
1. Advertising - Opportunity for advertising agencies to use patronizing messaging to educate people on social norms.
2. Mobile Technology - Opportunity to incorporate mobile etiquette awareness into mobile technology design.
3. Event Planning - Opportunity for event planning companies to incorporate cellphone etiquette guidelines into their events.