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, ***** Nokia N96 (featuring Bruce Lee playing ping pong) were chosen. Brief description of each ***** ad is as follows:

The Apple iPhone ad entitled "Re*****" features the different applications available in the iPhone 3G. It shows a close-up image of the ***** itself, with the user act*****g as "navigator" ***** ***** viewers to see the different applications of ***** phone. Three (3) ***** 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 the finger on ***** 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 ***** ***** *****pple iPhone 3G and AT&T ***** s*****n.

The BlackBerry Storm *****, meanwhile, features the BlackBerry Storm on a wooden table with a cup of c*****fee. Viewers he*****r a *****, ***** ***** owner of the voice ***** possibly ***** individual drinking the coffee on the table. From ***** tell-tale clue of the blue green carpet, one can assume ***** the setting is an office, albeit a homey one. This is confirmed when the VO expresses his curiosity over the BlackBerry phone on ***** table, indicating that the ***** is not his, and it probably belongs to someone else in ***** 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 *****." As he ***** up t***** phone, the screen goes blank, and viewers ***** hear the VO saying, "Wow." The ad closes w*****h ***** from BlackBerry Storm (with the line "Coming soon") and ***** Wireless.

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

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

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