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 ***** ("Read"), Verizon BlackBerry Storm, ***** 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 ***** the iPhone itself, with the user act*****g as "navigator" for ***** viewers to see the different applications of the phone. Three (3) applications are featured, demonstrating how users can view blogs, photos/pictures as complex ***** MRI **********, and e-books where pages can be turned/"flipped" with a touch of the finger on ***** 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 for the ***** iPhone 3G ********** *****T&T ***** shown.

***** BlackBerry Storm *****, meanwhile, features the BlackBerry ***** on a wooden table with a cup of coffee. Viewers he*****r a *****, *****nd ***** owner of the voice ***** possibly ***** 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, al*****it 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 the office. He picks up the phone out of curios*****y, 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, ***** viewers can hear the VO saying, "Wow." The ad closes with ***** from BlackBerry Storm (***** the line "Coming soon") and Verizon Wireless.

Lastly, the Nokia N96 ad features Bruce ***** using a ch*****in weapon as his "paddle" in a ping pong game. Known for ***** prowess in ***** martial arts, the video captures Bruce Lee playing singles a la martial arts style with, presumably, a Chinese player. The video is shot in black and white, ***** the 60-seconder ad is divided into two matches: the first part showing Lee ***** singles, and the second part showing him playing doubles, still with his chain *****. Lee defeats both players, and the ad closes with a shot of ***** Noki***** N96 with a ***** of 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 *****, ***** text written in Chinese characters. The ad closes by showing the URL where viewers can get more in*****m*****ion about N96:

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


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