Semantic aspects

After carrying out a thorough analysis of the advertisement for Galaxy S20 Ultra, our group comes to a
conclusion that the copywriter only employed three semantic aspects to promote the product, namely
personification, simile and hyperbole.

Now we’ll have a closer look at each aspect!

Pesonification

There were 11/ Total 35 sentences (equivalent to more than 33% of sentences) in which numerous
components of the mobile were personified to attract people’s attention and interest

 Personification are used widely.

Some prime example are listed below:

Our camera brings 8k video resolution to photos.

Super sophisticated AI balances camera movement to make every frame of video just as smooth
as a feature film.
Single Take’s ridiculously clever AI captures multiple formats at once.
8K Video Snap will forever change photography.
S20 Ultra’s Intelligent Battery management gives you the power to go on and on and on.
Our AI pro-grade camera system changes how you capture photos and videos.
 “Brings’, “balances”, “captures” and “changes” are utilized to give the mobile’s
charateristics such as the camera, AI and battery management the ability human beings
possess.  Thanks to the effect brought about by personification, features of the mobile
becomes more remarkable and impressive in the eyes of people watching the
advertisement. They will want to purchase a Galaxy S20 because they like the camera or
battery management for example.
Simile
The usage of simile appears in 3 sentences
Signals: than, as...as
At the heart sits our AI pro-grade camera system, with nine times more pixels than most
cameras.  AI pro-grade camera system is compared to camera of other phones to emphasize
the difference and outstanding points of Galaxy mobile.
Super sophisticated AI balances camera movement to make every frame of video just as smooth
as a feature film.  the video recorded by Galaxy S20 has the same quality as a feature film
emphasize the quality of the mobile’s AI
You can grab a 33MP photo from 8K video... and that shot will still be clearer than other
cameras.
 The benefit of using simile: By comparing the video recorded by the phone with a feature
film the quality of which everyone has a high opinion of and emphasizing the outstanding
point only the phone has compared to others, the copywriters can encourage people to
buy this mobile.
Hyperbole
Unbelievable 100 times
Space Zoom will take you places no mobile has been before
8K Video Snap will forever change photography.
And Hyper-fast 5G means your favourite movies and shows will download in a flash.
Single Take’s ridiculously clever AI captures multiple formats at once.
 “Hyperbole” is employed by the copywriter with the aim of emphasizing outstanding
charateristics only Glaxy S20 Ultra possess while other mobiles doesn’t. Therefore,
people will want to buy this mobile with unique features.