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 iPhone ("Read"), Verizon BlackBerry Storm, and Nokia N96 (featuring Bruce Lee playing ping pong) were chosen. Brief description of each TV ad is as follows:

The Apple ***** ad entitled "Re*****" features the different applications available in the iPhone 3G. It shows a close-up image of the iPhone itself, with the user acting as "navigator" for ***** viewers to see the different ***** of the phone. Three (3) applications are featured, demonstrating how users can view blogs, photos/pictures as complex as MRI **********, and e-books where pages can 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 ***** phrase, "there's an app for that." The ad closes with the tagline, "There's an app for just about everything. Only on the iPhone," after which logos for the *****pple iPhone 3G ********** AT&T were shown.

The BlackBerry ***** *****, meanwhile, features ***** BlackBerry Storm on a wooden t*****ble ***** a cup of c*****fee. Viewers hear a *****, *****nd 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 *****fice, albeit a homey one. This is confirmed when the VO expresses his curiosity over ***** BlackBerry phone on the table, indicating ***** ***** ***** is not h*****, *****d it probably belongs to someone else in the office. He picks up the phone out of *****, since he has 'already seen BlackBerries before,' and ***** wants to know "what the fuss is all *****." As he picks up ***** phone, t***** screen goes blank, and viewers can hear the VO saying, "Wow." The ad closes w*****h ***** from BlackBerry ***** (with the line "Coming soon") and Verizon Wireless.

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

***** these ads, both Apple ***** and BlackBerry Storm demonstrated a cle*****r positioning of their

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