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 *****, ads ***** Apple ***** ("Read"), Verizon BlackBerry Storm, and Nokia N96 (featuring 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 of the ***** itself, with ***** user act*****g as "navigator" for the viewers to see the different ***** of ***** phone. Three (3) applications are featured, demonstrating how users can view blogs, pho*****s/pictures as complex as MRI *****s, 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 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 *****d *****T&T were s*****n.

The BlackBerry Storm *****, meanwhile, features the BlackBerry Storm on a wooden table with a cup of c*****fee. Viewers hear a *****, and the owner of the voice ***** possibly ***** 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 the BlackBerry phone on ***** table, indicating that the phone is not h*****, *****d it probably belongs to someone else in ***** office. He picks up t*****e phone out of curiosity, s*****ce he has 'already seen BlackBerries before,' and ***** wants to know "what the fuss is all ab*****." As he picks up ***** phone, t***** screen goes blank, ***** viewers ***** hear the VO saying, "Wow." The ad closes with ***** from BlackBerry ***** (***** the line "Coming soon") and Verizon Wireless.

Lastly, the Nokia N96 ***** features Bruce ***** using a ch*****in weapon as his "paddle" in a p*****g pong game. Known for ***** prowess in ***** martial arts, the video captures Bruce Lee playing singles a la martial arts style with, presum*****ly, a Chinese player. The video is shot in black ***** whi*****, and the 60-seconder ad is divided into two matches: the first part showing Lee ***** singles, and the second part ***** him playing doubles, still with h***** c*****ain *****. Lee defeats both players, ***** the ad closes with a shot of ***** Nokia ***** with a ***** of Lee's famous "hiyaaaah!" martial arts call sound. A rotated view of N96 is shown, showing the image and name of Lee engraved at the back of the *****, ***** text written in ***** characters. The ad closes by ***** ***** URL where viewers can get more information about N96:

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


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