Anyone in love with technology and smartphones understands the kind of rivalry that goes on between giant smartphone makers, Apple and Samsung. The two are the largest and most profitable makers of high-end smartphones and employ cutting edge technology to gain an advantage over the other and earn more revenue from their inventions every other year. Therefore, Samsung uses the door-in-the-face technique to mirror its innovations in its flagship devices like the Samsung S9 with the hope of winning over users of the iPhone. The result of this is an advertisement that seeks to use all of Apple's flaws to the advantage of the Samsung brand in a manner that suggests the Samsung flagship is more premium and worthwhile compared to the iPhone. Samsung Company does this by exploiting the iPhone's weaknesses and illustrating them as their opposites and strengths.
In 2018, Samsung Company put up an advert, whose link is included at the references of this essay, and in it they tried to reach out and convince buyers of the iPhone about the need to “upgrade” to their new Samsung S9 device and abandon the iPhone products (Rhanny & Fernando, 2018) . The video commercial covers scenes in which iPhone customers ask whether some of the features in the Samsung S9 can be found in the iPhone as well. For instance, features like the fast charger, a freezing screen, widescreen with thin bezels, weak battery, and shutdowns. The commercial features a woman frustrated by an iPhone 6 device to the extent that she eventually ends up acquiring an Apple device.
Delegate your assignment to our experts and they will do the rest.
Whereas Samsung creates its smartphone using what they call an “infinity” display means to thin the bezels and create a large screen on a small body so that the phone has a small screen to body ratio, the iPhone adopts the same traditional notch design in its smartphone and Samsung views this as backward and a lack of innovation (Rhanny & Fernando, 2018) . Moreover, the iPhone is represented as a kind of phone that freezes every other time while the Samsung S9 is hailed as the smartphone for the future ideal for fast operations and seamless computing. Moreover, whereas the iPhone is represented as having inadequate power retention capacity, the Samsung S9 is described as having high power retention capacity with fast charger capabilities (Rhanny & Fernando, 2018) . Samsung describes its smartphone cameras as the ultimate go-to technologies for taking cutting edge pictures even in low light capacity, and this is an innovation the Apple company does not have.
Whereas the Samsung company comes with simple features like the headphone jack and a memory card slot, the iPhone does not come with these simple features, and Samsung company represents this as a weakness that should trigger iPhone users to use their devices (Rhanny & Fernando, 2018) . For instance, a customer asks for the memory card slot for the iPhone, and she is told she would need to upgrade by a couple more hundred dollars or use the iPhone cloud storage. She ends the conversation by saying she does not want to store her data in some cloud in the sky, but that is the only choice the phone offers. Finally, the advert ends by explaining to the viewer how to transfer data from the iPhone to the Samsung device as a sure way of having convinced them to switch to the new tools.
Overall, Samsung uses door-in-the-face technique in a way that mirrors its innovations against those of its most significant competitor, the iPhone and does this to try and convince Apple users that they are missing something and that they ultimately should switch from their iPhones to Samsung to get value for their money. By pitting devices from two of the world's largest smartphone makers, the advertiser manages to help the consumer to make up their minds about whether to buy a Samsung smartphone or an iPhone.
Reference
Rhanny, B., & Fernando, L. (2018). Samsung makes Fun of Apple#5(You will hate Apple after seeing this) . Retrieved from YouTube: https://www.youtube.com/watch?v=M_Ccpl1Opew
