Advertisement Analysis: The Anthem

The advertisement that I selected is a very fresh ad that just came out after the Olympic games. It opens with a girl in her youthful years holding a Samsung Galaxy S7 Edge singing the anthem of another country while gazing out into the vast open sea. She commences singing an anthem, soon afterward, the scene shifts and jumps over into another country with another person singing a different anthem. Each anthem comes with a new location which is different from the home of the anthem. At the end of the advertisement, Samsung claims that they are “Proud sponsors of a world without borders.” This is a very bold claim but due to the nature of their advertisement and their exceptional execution helps support that claim. Everyone wants to be associated with someone who supports the world without any boundaries. This entire advertisement speaks about the criticalness of coming together as the world during such …show more content…
It does this through the connection it makes through the various scene switches. Each scene relates back to the girl holding a Samsung phone in their hand. In each different anthem, it is being performed by a person from another country. This contradiction is amazing in demonstrating potential unity because it shows how comparable everyone in the world is. If you inspect this video, you can see that the different scenes are played within the Samsung phone and the girl is just watching it from her Samsung phone. This powerful imagery allows people to see the power of their phone. Everyone is drawing closer together through globalization which is a key result of technological advances such as Samsung’s phones. The greatest audience to have for a company is the unified world, through this ad, the hype surrounding Samsung becomes global, even the countries that are less connected to the internet relative to developed countries can hear about their