Samsung’s Galaxy S II ads, which take direct aim at Apple’s iPhone 4S and the people who adore it, are doing their job, reports Philip Elmer-Dewitt in Fortune. According to a study by market research firm YouGov, consumer perception of the iPhone 4S has fallen as a result of the Samsung ads. Conversely, positive buzz surrounding Samsung has risen. The two brands are now about equal, though Samsung may have a slight edge.

“Samsung has just edged past the iPhone in consumer perception in the US (adults 18+), likely powered by their new set of ads bashing the Apple fanboys who camp out for hours to buy the new iPhone,” writes YouGov’s Ted Marzilli in a press release.

Consumer attitudes towards Samsung and the iPhone were measured by asking an undisclosed number of respondents: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

The responses were then placed on a scale from 100 to -100. On November 28, when the iPhone’s buzz began to shrink, Apple’s device had a score of 33. It is now at 25. Samsung had a score of 19 on October 3 (when the iPhone was at a 29), and is now at a 26. YouGov says that the shift in opinion is mostly thanks to Americans over the age of 50. All of which means this study should be taken well-salted.

Whether or not this particular survey means anything, a constellation of signs show that Samsung is quickly becoming a major force in the smartphone market, having already sold more than 300 million handsets during this year alone. And Apple’s worldwide legal war with the South Korea-based company only serves as more proof that Samsung has an increasing ability to sell stuff to people — something that will surely only increase now that its Galaxy Nexus handset is finally available in the US.

Check out one of Samsung’s “snarky” ads below:

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