Samsung Galaxy S6 edge+ Promotional Video Analysis

The target audience for the Samsung Galaxy S6 edge+ is very mainstream and tries to sell the point that phones have become central to our way of living and their product has the ability to do everything you need. The video has no voiceover and instead uses titles to display key information as well as a visual representation. 

An image of the phone using a feature is shown on screen to show what the product is like in use. As well as the image, the main text is displayed in a much bolder font with the smaller font displaying more specific details such as which feature of the phone is being shown.

The language between each of the two sentences on screen varies dramatically, the larger text is a key point being conveyed to a mainstream audience and as such uses simple language such as 'Power to keep you in the game' whilst a racing game is being played. Whilst the smaller text backs this point up by giving the technical specifications of the phone, '64-bit Octa-core 4GB LPDDR4 RAM, LTE Cat. 9', that enable Samsung to give you 'power to keep you in the game'. This is because the smaller text is for much more of a niche audience who are interested in the specs and it also gives reassurance to the mainstream audience, seeing the details behind a statement gives more validation. 

When it comes to brand identity, the obvious point is that the screen has the words 'Samsung' on it for at least 90% of the video, they make sure that the top of the phone can be seen the majority of the time as a constant reminder that this is a Samsung product. They are also quick to introduce the products name, giving an opening statement to peak interest before displaying the image below

The phone is the centrepiece of this image, we have a full view of the phone, we can identify the words Samsung on the phone before we even read the name of the product, perfectly to the left of the phone. Samsung believe in repetition when it comes to their brand identity, they use the same imagery for each category of video that they do, for example this promotional video is an official introduction the product, their other official introductions use the same layout and even similar backing music.

Voice Over Script

I wake up every morning and immediately grab the penny on my bedside table. A simple game of heads or tails to start my day, I've done it for as long as I can remember. Ah, tails it is. I get changed into my black jeans and  a t-shirt that seems clean. I'll ring college to tell them I'm not coming in for some reason, I have a dentist appointment, I'm too drunk, I'm ill, standard excuses. Obviously I'm already smoking and drinking, I will be for the rest of the day. I'll still go to college, just to see who's around, I won't stick around for long, I have better places to be. I'll go for a walk to try and find something to do, theres always something to do. These kids go my college and they never know how to act around me, so I just take their joint from them and flick it at them when I'm finished. I quickly move on, oh I wish I could see the looks on their faces, but I have things to do. Things you just wouldn't want to know. It'll be getting late now and I'll probably already be drunk, I'll stagger home and attempt to get changed before passing out in my bed, ready to do it all again tomorrow.

Sometimes when I wake up and toss my coin, it lands on heads and my day goes very differently. I get changed into my black jeans but decide to wear a shirt and tie, and instead of sunglasses, i'll just wear a normal pair. I'll make my bed and prepare for college. On my way to college, I'll run into some kids I go to college with, they'll offer me weed, they always do, I'll tell them about the latest study I'd read suggesting that marijuana may affect future offspring's susceptibility to heroin, oh I wish I could see the looks on their faces but I have to get to college. I'll try my best at college, it's important for my future that I do well now. On my way home, I'll see people smoking, it's a horrible habit, every cigarette reduces your life by approximately 9 minutes. I'm sure to see someone drinking too, thats even worse, all those toxins could lead to cancer and depression, even one episode of binge drinking can harm your health. After a long day at college, I always need to sleep. My clothes must be folded carefully before I go to bed, I worry far too much of the chance of creases tomorrow.

But one day I woke up and my coin wasn't there, I don't know where it had gone but it just wasn't there. At first I was unsure of what to do, I didn't even know what to wear but I settled on a shirt and black jeans. I attempted to make my bed but felt it wasn't necessary and so made my way to college. I stayed there for a few lessons but decided to leave early, it was only the once and I promised myself I'd catch up when I got home. I went for a walk and ended up running into a few people from my college that I know, they seemed far more comfortable with me than ever before, they still offered me some weed though. This time, I accepted it, having a few tokes before passing it on, it can't do much harm in moderation. It soon got dark and so I went home. I found a few beers in the fridge and decided to treat myself to one. I retired to my bedroom and had a cigarette before going to sleep, I can afford to lose 9 minutes of my life, but I won't be making a habit of it.

Psychoanalysis of Enemy

Enemy is a confusing, emotional and fascinating film taught follows the lives of both Adam Bell and Anthony Claire. Adam is a history teacher at a local college, his days are based on routine, he goes to work, lectures his class and returns home. The first time we meet Adam he is lecturing a class on totalitarian societies, dictatorships and how governments suppress their people, in fact the very first words we hear Adam say are "Control, it's all about control" Adam is introverted, non-social and spends his waking hours grading papers. It seems strange to think of him having a girlfriend, Mary, but their 'relationship' doesn't quite seem like a normal one and mainly consists of emotionless sex after which Mary leaves. As described in his own teachings, Adam has become 'controlled' or 'suppressed' by his own life.

Anthony, on the other hand, may look identical to Adam but his personality is vastly different. He's far more outgoing and assertive and works as an actor rather than a teacher. In comparison to Adam's girlfriend who comes and goes as she pleases, Anthony has a wife, Helen, who is six months pregnant. While Adam lives in a small apartment, Anthony lives in what appears to be a high end condo. One of the first things we learn about Anthony is that he has an appetite for blueberries.

When Adam sees his doppelganger in a film he tracks Anthony down and ends up speaking to Helen on the phone. Helen mistakes him for Anthony and soon after confronts Anthony about the calls, questioning if he was "seeing her again." Her accusation of Anthony's infidelity as well recognising Adam as Anthony on the phone is the first clue towards Adam and Anthony being the same person. The evidence is all there, from their appearances, including the beard and scar on their chest. When they meet one angle makes it appear that they are the mirror image of each other, each standing in the same position with their hands out.

The song in the video store 'The Cheater' eludes to the fact that they are the same person, we know that Anthony has cheated, yet it is Adam we see whilst the song plays. Also early on in the film we see a fascist wall painting just after Adam has taught his lectures on dictatorships, he has set up a dictatorship in his mind in which he must obey. While the whole film steers us in the direction of the conclusion there are two big pieces on information that heavily support this theory. Adam talks to his mother about meeting Anthony and she explicitly tells him that she has one son, who has a good life and should give up the fantasy of being a third rate actor. The second example is Adam's torn photo of himself and we saw the same picture in Anthony's home but this time as a whole picture of him and Helen, Adam's psyche has torn in half just like the picture.

As the plot progresses, the two characters begin to migrate away from their own lives and towards each other's. Adam is suddenly dropped into a strange conspiracy that may be beyond his control and Anthony, who has commitment issues, is in desperate need for an escape. It is because of this Anthony devises a plan to switch places with Adam so he can sleep with Mary. It is at this point in the film where the stakes are laid to determine whether it is Adam or Anthony that will become the dominating personality. 

Psychoanalysis of Fight Club

Fight Club follows the story of an unnamed protagonist, an 'everyman' who is discontented with his white-collar job, and Tyler Durden, the enigmatic soap maker. They form a fight club and our joined by other men who also want to fight recreationally. As the narrator becomes more and more embroiled in his relationship with Tyler and a dissolute woman named Marla, Fight Club develops into project mayhem and the narrator slowly loses his mind. 

Plot twist, Tyler and the narrator are one in the same, whilst the narrator has been asleep, Tyler has been taking control and living a separate life. Tyler is the id part of the narrators psyche, he is the concerned with fulfilling pleasure above all else. Tyler introduces the narrator to a much more wild life than he previously held, he is irrational and selfish, and only really concerned with his own well being. Whereas the narrator is the super-ego, quiet, living a standard, consumerist lifestyle, happy with what he has and happy to conform. Fischer constantly eludes to this being the case, there are splices of Tyler throughout the film, Tyler literally appears out of Edward Norton when we first see him at the airport, and again in Fight Club later in the film. Interestingly, even Jack notices the similarities between them and points out to tyler that they have the exact same brief case. 

Jack tries to stop Tyler and we are shown just how deeply Jack and Tyler are connected through both the dialogue and technical conventions such as their appearances. Jack's disadvantage in trying to stop Tyler is that they share a mind. Tyler is aware that Jack might go to the police, which he does. The officers there inform him that he might try to talk his way out of his situation. When Jack finds Tyler in the garage at Franklin St. he turns the tables by using their shared mind to his advantage. Tyler becomes enraged when Jack diffuses the bomb. Jack's persona is asserting itself and it is getting in Tyler's way. Jack continues to use their shared mind to his advantage even after Tyler throws him down the staircase. He is able to gain control of the situation when he realizes that he's the one holding the gun, not Tyler. When he puts it to his own head, Tyler is forced into a corner. He tries to bargain his way out. "Hey. You and me," he says, trying to reassert their friendship. Tyler has no intention of there being a Jack and a Tyler. During the duration of the film, Jack's appearance deteriorates while Tyler's becomes more and more idealized, a symbolic representation of Tyler as the dominant personality in Jack's mind, to show that he is getting stronger while Jack is becoming weaker. To rid himself of Tyler, Jack has to go farther than Tyler ever would. He shoots himself through the cheek to symbolically kill Tyler. When the Space Monkeys arrive upstairs to find the seriously injured Jack they are impressed with his strength, proving that Jack had this capacity inside him all along. He doesn't need Tyler. What he does need is an antidote to the loneliness that isolated him in the first place: Marla. He takes her hand as the buildings detonate outside, indicating that they are now able to embark on a real relationship together.

Tyler's character will be a big influence on my own version of the Id, Tyler Durden to me is the perfect embodiment of the Id and as such it would be stupid to not take influence from such an established character. I also feel like the narrator is a good influence on my version of the ego, he again displays the quality of the ego so well and I'd like got capture this in my own film.

Psychoanalysis of Youth In Revolt

While his trailer trash parents teeter on the edge of divorce, Nick Twisp sets his sights on dream girl Sheeni Saunders, hoping she'll be the one to take away his virginity, to do this he creates a supplementary persona named Francois, who is bold, contemptuous of authority and irresistible to women. The majority of the time that Francois appears he is stood/sat behind Nick slightly to one side, this gives the appearance that Francois is the devil on Nick's shoulders, this is one of the most common portrayal's of Freud, Id and Ego, an angel and a devil.

This will be a big influence on my own film as the two characters Nick and Francois are the opposite ends of the spectrum, and as such will be the basis for my own characters. This can be seen by their very different reactions in almost identical situations, something I will try to replicate within my own film.

These two shots are almost identical, other than Nick's clothes and his mum's boyfriend, yet Nick acts very differently in the two scenes. The first takes place at the start of the film and Nick is still a very reserved, awkward teenager, who does as he's told and doesn't answer back, the next is taken from shortly after Nick has developed his Francois persona. After this establishing shot of the breakfast table, Nick is seen as Francois for the rest of the scene and instantly has a cigarette.

Design Brief

Heads or Tails follows a young man that has two personalities, one a shy, reserved, moralistic, upstanding member of society, the other is a confident, outgoing, unethical rebel. Each morning when he wakes up he flips a coin to determine which personality he will be today. Will he follow his id, pure desire, or is ego, pure morals.

One day something happens so that he does not know the result of the coin toss (coin lands on it's side, coin goes missing after flip, coin isn't even present to begin with etc.) and so must attempt to combine his two personalities into one person, the ego.

Day one he plays the part of the id and as such is disrespectful to his parents and his teachers deciding that instead of going to college he will do what he wants. He wears sunglasses all the time, is always smoking and wears offensive clothing with messy hair.

Day two he plays the part of the super-ego, he is a lot more respectful of everyone he sees, wishing people a good day as he passes them on the street etc. He wears a shirt, tie and glasses

Day three he plays the part of the ego, he is a mixture of both the id and the ego, doing things that the id would but in good measure. He wears a shirt.


Id (always smoking and drinking)

• Wakes up
• Coing grab
• Coin toss
• Coin reveal
• Gets dressed into skinny jeans, baggy t-shirt and sunglasses
• Rings college to tell them he's not going in (close-up)
• Stood outside of college (long-shot)
• Looks around and then walks off (mid-shot and pan)
• Finds group of teenagers smoking weed, takes it of them and drops cigarette (mid-shot)
• Puts out cigarette with shoe (close-up)
• Finishes joint and flicks it at teenagers (mid-shot) 
• Walks off (long-shot)
• Teenagers look confused (mid-shot)
• Walks through front door (mid-shot)
• Walks through bedroom door (mid-shot and match on action with previous door)
• Throws off sunglasses and t-shirt and crashes on bed (mid-shot)
• FADE TO BLACK

Super-ego

• Wakes up
• Coin grab
• Coin toss
• Coin reveal
• Gets dressed into shirt and tie and glasses
• Makes his bed and prepares for college 
• Walks into college, teenagers stood to the side of the gate (longshot)
• Teenagers offer him some weed (midshot, match on action between three shots)
• Walks into college (longshot)
• Walks home and sees someone smoking and drinking (longshot)
• Smoking and drinking (close-up)
• Walks through front door (mid-shot)
• Walks through bedroom door (mid-shot and match on action with previous door)
• Carefully removes glasses and folds clothes (close-up and mid-shots)
• Goes to bed (mid-shot)
• FADE TO BLACK

Ego

• Wakes up
• Goes to grab coin but it's not there
• Gets dressed into skinnies, shirt and sunglasses but decides against sunglasses
• Half makes his bed
• Goes to college but decides to leave after a few lessons
• Meets up with teenagers
• Offered some on a spliff and accepts it but comments that he won't have much
• Goes home
• Walks through front door (mid-shot)
• Walks through bedroom door (mid-shot and match on action with previous door)
• Decides to have a beer and cigarette but comments that its a college night and he has to be up early in the morning and so turns off his light

Id, Ego and Super-ego

Sigmund Freud proposed the human psyche could be divided into three parts, the Id, ego and super-ego. He believed the Id to be the completely unconscious, impulsive, almost childlike portion of the psyche that operates on what Freud called 'the pleasure principle', meaning that it is the source of basic  impulses. The id leads us to seek for immediate pleasure and gratification. The super-ego is the moral component of the psyche, but it doesn't take into account that the morally right thing to do may not always be right in a given situation. However, both the hedonistic id and overly moralistic super-ego are impractical, so an ego is needed to balance the two. It is usually the ego that is seen in a person's actions.  Freud compared the relationship between the ego and the id to that of a charioteer and his horses, whilst the horses provide the energy and drive, the charioteer provides the direction. 

Lacan and The Mirror Stage

Lacan's idea of the mirror stage first came about due to his critical reinterpretation of Sigmund Freud's work. He proposed that infants go through a stage in which an external image of the body, such as a reflection, produces a psychic response that gives a mental representation of the 'I'. The infant identifies with the image on the same level but perceives them as an 'Ideal I', an image to strive towards throughout their life. Lacan believed this to be part of our psychological growth and we essentially create this ideal image of ourselves is all part of a drive to make sense of the world.