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In this article, the writer examines TV ads in the mobile phone industry. The advertisements discussed are for Apple iPhone ("Read"), Verizon BlackBerry Storm, and Nokia N96 (featuring Bruce Lee playing ping pong). The writer provides a brief description of each TV ad. The writer concludes that out of the three ads, Apple's iPhone ad is the most effective, followed by BlackBerry Storm, and lastly, Nokia N96.
From the Paper:"From these ads, both Apple iPhone and BlackBerry Storm demonstrated a clear positioning of their product and in-depth knowledge of the lifestyle of their target markets. From the iPhone ad, Apple is targeting the young to middle-aged working class group, as shown in the applications featured in the ad: restaurant review blog suggests that the user is Internet savvy, as what most young working class individuals are known for, and the MRI images and e-book reading provides a profile of the middle-aged working class segment, who are increasingly becoming concerned with their health and seeks some quiet time alone (as indicated in the e-book reading). BlackBerry Storm has a narrower target group, possibly the working class individuals in their late 20s to mid-40s. The homey look of the office and dialogues from the VO further reinforced this profile of the product's target group, since the VO is clearly not Internet-savvy and not highly knowledgeable about mobile phones, as suggested by the line, "what the fuss is all about." This shows that while the individual knows the BlackBerry, he has not tried this kind of product yet (i.e., BlackBerry smart phone). The Nokia N96 lacks clear positioning, because it targets Chinese consumers in general, using the movie star icon Bruce Lee as its "key" to increasing the product's relevance to them. This is understandable, though, since Nokia is 'testing the water' on how to target a market that is complex and not yet well-defined, at least from the point of view of North American and European companies."
Sample of Sources Used:
- Apple iPhone ad: http://www.youtube.com/watch?v=4WziikGo210
- BlackBerry Storm ad: http://www.youtube.com/watch?v=JrVgXt12lOY&NR=1
- Nokia N96 feat. Bruce Lee ad: http://www.youtube.com/watch?v=OqGQ72bre30
Cite this Analytical Essay:
Advertising and Mobile Phones (2010, November 30) Retrieved July 27, 2021, from https://www.academon.com/analytical-essay/advertising-and-mobile-phones-145846/
"Advertising and Mobile Phones" 30 November 2010. Web. 27 July. 2021. <https://www.academon.com/analytical-essay/advertising-and-mobile-phones-145846/>