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 ***** TV ads in the mobile phone category, ads for Apple ***** ("Read"), Verizon BlackBerry Storm, ***** Nokia N96 (featuring Bruce Lee playing ping pong) were chosen. Brief description of each TV ad is as follows:

The Apple iPhone ad entitled "Read" features the different applications available in ***** iPhone 3G. It shows a close-up image of the iPhone itself, with the user acting as "navigator" ***** the viewers to see the different applications of ***** phone. Three (3) ***** are featured, demonstrating how users can view blogs, pho*****s/pictures as complex as MRI **********, 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 the viewers of each applicati***** throughout ***** commercial, using repetitively the phr*****e, "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 for the Apple iPhone 3G ********** AT&T ***** shown.

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

Lastly, the ***** 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 la martial arts style with, presumably, a Chinese player. The ***** is shot in black and white, ***** the 60-seconder ad is divided ********** two matches: the first part showing Lee ***** singles, and the second part showing him playing doubles, still with his chain *****. Lee defeats both players, ***** the ad closes with a shot of the Noki***** ***** 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 phone, with text written in ***** characters. The ad ***** by showing ***** URL where ***** can get more information ***** N96:

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


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