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.
Key Themes Behind This Trend
- Mobile Etiquette Advertising
- Using advertising as a means to teach mobile etiquette to cellphone users.
- Patronizing Campaigns
- Utilizing a patronizing approach in advertising to shock people into paying attention to social issues.
- Non-traditional Messaging
- Departing from typical messaging seen in advertising to communicate social norms and proper behavior.
Where This Applies
- Advertising
- Opportunity for advertising agencies to use patronizing messaging to educate people on social norms.
- Mobile Technology
- Opportunity to incorporate mobile etiquette awareness into mobile technology design.
- Event Planning
- Opportunity for event planning companies to incorporate cellphone etiquette guidelines into their events.
