Samsung’s Flight of Fancy

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I really like the illustration of the telescopes gazing up at the moon. It reminds me of  an animated movie.

But looking at the illustration, one wonders, what is Samsung selling here? Telescopes? The moon?

The reader looks to the headline for answers:

When stunning contrast makes staying home
feel like a once-in-a-lifetime event,
imagination lives.

This still doesn’t explain what’s being advertised. But wait, there’s an image of an LCD TV (or is it a computer monitor?).

When we add up the three components of the ad, we can work out the message of the ad: stunning contrast in Samsung’s TVs makes staying home and watching their TV seem like you’re watching a once-in-a-lifetime event.

We can distill this down to: Our TVs look great.

There’s an element of risk here. Samsung is betting that their illustration is so compelling that the reader will devote the time it will take to look at all the elements in the ad and read all the copy in order to piece together the message.

If we read the copy at the bottom of the page, we can finally understand exactly what this ad is about:

With its LED SmartLighting generating a dynamic contrast ratio of 1,000,000 to 1, Samsung’s new 950 LCD creates by far our most incredible picture yet. This is one sight you don’t want to miss.

This explains it, although it sounds a little bit like rocket science. It’s also awkward: “…creates by far our most incredible picture yet.” Who wrote that mess? What’s wrong with “…creates our most incredible picture yet?”

Finally, the copywriter got a little too creative when he wrote “imagination lives” in the headline. Watching TV is passive—it doesn’t engage the viewer’s imagination. Reading a book engages the imagination.

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