In the Samsung add, the concept of light and dark played a substantial role in the attempt to sell the smart T.V. The primary source of light throughout the add was the television. The passengers on the train, although, wearing very bleak and dark colored clothing, did not seem unhappy in anyway. In fact, they seemed pleased. In my opinion, this is to make it seem as though they are now all happy because they have the television to watch the magnificent things that are occurring on it while they are traveling. In all of the scenes of the add where the train is traveling, the coloring consists of neutral colors, such as, browns, greys, and greens. However, when it is inside the train, on the televisions, it is very bright colors, such as, blues, pinks, reds, and oranges. In my opinion, this is done to make the contrast even greater. Had the people on the train been wearing brighter colors, it wouldn't have made the picture on the television screen appear so bright.
Furthermore, the light to dark contrast also allowed the passengers of the train to embrace the world and reality. For example, the scenes with the horses running in Iceland and the people in India were just considered normal things for those places.
This concept was used to make the viewer believe that the picture will make you feel as though you are right there, in the moment.
I agree that Samsung purposefully used contrasting colors to show the vivid images that a consumer could expect from their product. Samsung obviously wants to stand out above the competition in the minds of the audience they're reaching out to, therefore it makes sense that they emphasized the clarity and picturesque qualities of the TV using contrasting techniques.
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