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 category, ads for Apple ***** ("Read"), Verizon BlackBerry Storm, ***** Nokia N96 (featur*****g 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 ***** iPhone 3G. It shows a close-up image of the iPhone itself, with ***** user acting as "navigator" for the viewers to see ***** different applications of the 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 phrase, "********** an app for that." The ad closes ***** the tagline, "There's an app for just about everything. Only on the iPhone," after which logos ***** the Apple iPhone 3G and AT&T ***** s*****n.

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

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

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


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