Essay - Advertising- Mobile Phone Category Analyses of Advertisements for Apple Iphone...


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Advertising- Mobile phone category

Analyses of advertisements for Apple iPhone, Blackberry and Nokia

***** the analyses ***** TV ads in the mobile phone *****, ads for Apple ***** ("Read"), Verizon BlackBerry Storm, and Nokia N96 (featur*****g Bruce Lee playing ping pong) were chosen. Brief description of each TV ad is as follows:

The Apple iPhone ad entitled "Re*****" features the different applications available in ***** iPhone 3G. It shows a close-up image of the ***** itself, with the user act*****g as "navigator" for the viewers to see ***** different applications of the phone. Three (3) ***** are featured, demonstrating how users can view blogs, pho*****s/pictures as complex as MRI images, and e-books where pages ***** be turned/"flipped" with a touch of ***** finger on the lower right corner of the screen. A voice-over (VO) informs ***** viewers of each applicati***** throughout the commercial, using repetitively the phr*****e, "********** an app for that." The ad closes with the tagline, "There's an ***** for just about everything. Only on the iPhone," after which logos ***** ***** Apple iPhone 3G *****d AT&T ***** s*****n.

The BlackBerry Storm *****, meanwhile, features the BlackBerry ***** on a wooden table with a cup ***** coffee. Viewers he*****r a VO, ********** the owner of the voice is possibly ***** individual drinking the coffee on the table. From ***** tell-tale clue of the blue green carpet, one can assume that the setting ***** an office, al*****it a homey one. This is confirmed when the VO expresses his curiosity over ***** BlackBerry phone on the table, indicating that ***** ***** is not h*****, and it probably belongs to someone else in t*****e office. He picks up the phone out of curios*****y, since he has 'already seen BlackBerries before,' and ***** wants to know "what the fuss is all *****." As he ***** up t***** phone, the screen goes blank, and viewers ***** hear the VO saying, "Wow." The ad closes with ***** from BlackBerry Storm (***** the line "Coming soon") and ***** Wireless.

Lastly, the Nokia N96 ad features Bruce Lee using a ch*****in weapon as h***** "paddle" in a ***** pong game. Known for his prowess in ***** martial arts, the video captures Bruce Lee playing singles a l***** martial arts style with, presumably, a Chinese player. The video is shot in black ***** white, and the 60-seconder ad is divided ********** two matches: the first part showing Lee ***** singles, and the second part showing him playing doubles, still with h***** chain *****. Lee defeats both players, and the ad closes with a shot of the Nokia N96 with a VO ***** Lee's famous "hiyaaaah!" ***** arts call sound. A rotated view of N96 is shown, ***** the image and name of Lee engraved at the back of the phone, ***** text written in Chinese characters. The ad closes by showing the URL where viewers can get more information about N96: www.nokia-lee.com.cn.

***** these ads, both Apple ***** and BlackBerry ***** demonstrated a clear positioning of their

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