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 ***** 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 "Read" features the different applications available in ***** iPhone 3G. It shows a close-up image ***** the iPhone itself, with the user acting 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 ***** MRI **********, and e-books where pages ***** be turned/"flipped" with a touch of ***** finger on the lower right corner of the screen. A voice-over (VO) informs the viewers of each applicati***** throughout the commercial, using repetitively the phrase, "*****re's an app for that." The ad closes ***** the tagline, "There's an ***** for just about everything. Only on the iPhone," after which logos for the ***** iPhone 3G ********** AT&T were shown.

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

Lastly, the ***** N96 ad features Bruce ***** using a ch*****in weapon as his "paddle" in a p*****g 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 video is shot in black ***** white, and the 60-seconder ad is divided ********** two matches: the first part showing Lee playing singles, and the second part ***** him playing doubles, still with h***** c*****ain weapon. Lee defeats both players, ***** the ad closes with a shot of ***** Nokia N96 with a ***** of 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 *****, ***** text written in Chinese characters. ***** ad closes by ***** the URL where viewers can get more information about N96: www.nokia-lee.com.cn.

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

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