Samsung stops imagining improbable advertising slogans?

We're used to seeing some weird slogans in the tech world. Most of these are most easily explained by the vagaries of international language translation. That's certainly the only explanation we can come up with for Asus's immortal "Rock Solid. Heart Touching."

One of our favourites of the last few years has been Samsung's "imagine…" campaign. This started somewhat rationally as "With Samsung, it's not that hard to imagine" back in 2005. Since then, though, consumers have been invited to "imagine your digital playground" (for the YP-T10 MP3 player), "imagine freedom from wires" (MP3 players again, this time with Bluetooth capabilities) and, our favourite, "imagine the pride". That one's about a laser printer. No, really. We have pictures to prove it.

However, this summer's releases from Samsung have asked us to put our minds to things other than imagining the whatever. For instance "WiFi and Bluetooth makes it easy" when it comes to transferring files from Samsung's new digital cameras, while a Blu-Ray player invites us to "Escape to a better world." A quick browse through Samsung's website shows us that business IT users are still being invited to "imagine rising to every challenge". That's a relief, then.

I don't know how effective the "imagine" slogans were when it came to capturing the hearts and minds of the electronics-buying public, but we kind of looked forward to finding out what preposterous thing we'd be asked to imagine next.