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

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

The Apple ***** ad entitled "Read" features the different applications available in ***** iPhone 3G. It shows a close-up im*****ge ***** the ***** itself, with the user act*****g as "navigator" for the viewers to see ***** different ***** of the phone. Three (3) applications are featured, demonstrating how users can view blogs, pho*****s/pictures as complex ***** 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 the viewers of each applicati***** throughout ***** commercial, using repetitively the phrase, "*****re's an app for that." The ad closes ***** the tagline, "There's an ***** for just about everything. Only on the iPhone," after which logos ***** ***** *****pple iPhone 3G and AT&T ***** s*****n.

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

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

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

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