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 ***** Apple iPhone ("Read"), Verizon BlackBerry Storm, and Nokia N96 (featuring Bruce Lee playing ping pong) were chosen. Brief description of each ***** ad is as follows:

The Apple ***** ad entitled "Read" features the different applications available in the iPhone 3G. It shows a close-up im*****ge ***** the ***** itself, with the user act*****g as "navigator" for the viewers to see the different applications of the phone. Three (3) ***** are featured, demonstrating how users can view blogs, pho*****s/pictures as complex as 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 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 and *****T&T ***** s*****n.

***** BlackBerry Storm ad, meanwhile, features the BlackBerry ***** on a wooden t*****ble with a cup ***** coffee. Viewers he*****r a VO, *****nd ***** owner of the voice ***** possibly ***** 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 office, al*****it a homey one. This is confirmed when the VO expresses his curiosity over the BlackBerry phone on the table, indicating that the phone is not his, and it probably belongs to someone else in ***** office. He picks up the phone out of curiosity, since he has 'already seen BlackBerries before,' and ***** wants to know "what ***** fuss is all about." As he picks up the phone, the screen goes blank, ***** viewers can hear the VO saying, "Wow." The ad closes with logos from BlackBerry Storm (***** the line "Coming soon") and ***** Wireless.

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

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


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