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 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 iPhone ad entitled "Read" features the different applications available in the iPhone 3G. It shows a close-up im*****ge ***** the iPhone itself, with ***** user act*****g as "navigator" for the 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 images, 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 the phrase, "there's an app for that." The ad closes ***** the tagline, "There's an app for just about everything. Only on the iPhone," after which logos ***** ***** ***** iPhone 3G and AT&T ***** s*****n.

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

Lastly, ***** ***** N96 ad features Bruce Lee using a ch*****in weapon as h***** "paddle" in a p*****g pong game. Known for *****is prowess in the martial arts, ***** video captures Bruce Lee playing singles a la martial arts style with, presumably, a Chinese player. The video is shot in black and white, and the 60-seconder ad ***** divided into two matches: the first part showing Lee ***** singles, and the second part ***** him playing doubles, still with his chain *****. Lee defeats both players, ***** the ad closes with a shot of the Nokia ***** with a ***** ***** Lee's famous "hiyaaaah!" martial 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 ***** the URL where ***** can get more inform*****ion about N96: www.nokia-lee.com.cn.

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

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