# Ogling Audience Cellphone Ads This Samsung 'Appropriate' Campaign Teaches Mobile Etiquette By Amelia Roblin | Published 2011-12-14 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/samsung-appropriate-campaign References: [adsoftheworld](http://adsoftheworld.com/media/print/samsung_performance) & [cheil.cn](http://www.cheil.com.cn/) The approach that this [Samsung](https://www.trendhunter.com/trends/join-the-flip-side) '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](https://www.trendhunter.com/trends/data-driven-digital-experience) 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](https://www.trendhunter.com/trends/mobile-device-addiction). ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 28% | Activity: 30% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### 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. ## Related on Trend Hunter - [Minimizing Phone Usage Initiatives](https://www.trendhunter.com/trends/heinekens-latest-campaign.md) - [Horror-Themed Phone Campaigns](https://www.trendhunter.com/trends/join-the-flip-side.md) - [Distraction-Free Flip Phones](https://www.trendhunter.com/trends/consumer-cellular.md) - [Swapped Phone Campaigns](https://www.trendhunter.com/trends/kitkat-phone-break.md) - [Solution-Oriented Holiday Ads](https://www.trendhunter.com/trends/solutionoriented-holiday-ad.md) - [Hard-To-Read Health Campaigns](https://www.trendhunter.com/trends/specsavers-campaign.md) - [Gen-Z-Targeted Phone Spots](https://www.trendhunter.com/trends/recipe-ideas.md) - [Sea-Inspired Anti-Smartphone Cocktails](https://www.trendhunter.com/trends/smartphonefasting-sour.md) - [Convention-Challenging AC Campaigns](https://www.trendhunter.com/trends/windfree.md)