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 *****, ads ***** Apple ***** ("Read"), Verizon BlackBerry Storm, and 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 ***** iPhone 3G. It shows a close-up im*****ge ***** the iPhone itself, with the user act*****g as "navigator" for ***** viewers to see the different applications of the phone. Three (3) ***** are featured, demonstrating how users can view blogs, photos/pictures as complex ***** MRI images, 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 application throughout the commercial, using repetitively the phrase, "there's an app for that." The ad closes with 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 ***** *****, meanwhile, features the BlackBerry Storm on a wooden t*****ble ***** a cup of coffee. Viewers he*****r a VO, and the owner of the voice ***** possibly the individual drinking ***** coffee on the table. From ***** 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 ***** BlackBerry phone on the table, indicating that the phone is not h*****, ***** it probably belongs to someone else in the office. He picks up the phone out of *****, since he has 'already seen BlackBerries before,' ********** he wants to know "what ***** fuss is all *****." As he ***** up the phone, the screen goes blank, and viewers can hear the VO saying, "Wow." The ad closes w*****h ***** from BlackBerry ***** (with the line "Coming soon") and ***** Wireless.

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

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

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