This paper analyzes three television advertisements in the mobile phone category: Apple iPhone 3G ("Read"), Verizon BlackBerry Storm, and Nokia N96 featuring Bruce Lee. Each ad is described and evaluated on the basis of product positioning, target market identification, and viewer involvement. The analysis finds that the iPhone ad is the most effective due to its clear positioning and concrete demonstration of product benefits, the BlackBerry ad ranks second for its relatable situational approach, and the Nokia N96 ad is the least effective due to weak product linkage and unclear market positioning. The paper concludes with observations about how each brand communicates value to its intended audience.
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The paper demonstrates comparative textual analysis applied to visual media. By first describing each ad in detail and then evaluating all three against shared criteria, the author avoids ad hoc judgments and produces a structured argument. This method — describe, then analyze, then compare — is a reliable template for media and advertising critique.
The paper opens with brief descriptive summaries of each advertisement, establishing a common factual foundation. It then shifts to comparative analysis, examining target market positioning across all three brands simultaneously. A second comparative section addresses viewer involvement and ranks the ads by overall effectiveness. The bibliography lists the YouTube sources for each advertisement reviewed.
For this analysis of TV advertisements in the mobile phone category, three commercials were selected: the Apple iPhone 3G ad entitled "Read," the Verizon BlackBerry Storm ad, and the Nokia N96 ad featuring Bruce Lee playing ping pong. Each ad is described in detail below, followed by a comparative analysis of target market positioning, viewer involvement, and overall advertising effectiveness.
The Apple iPhone ad entitled "Read" showcases the different applications available on the iPhone 3G. It presents a close-up image of the phone itself, with the user acting as a "navigator" to guide viewers through its various features. Three applications are featured, demonstrating how users can view blogs, photos and images as complex as MRI scans, and e-books where pages can be turned by touching the lower right corner of the screen.
A voice-over informs viewers about each application throughout the commercial, repeatedly using the phrase "there's an app for that." The ad closes with the tagline, "There's an app for just about everything. Only on the iPhone," followed by logos for the Apple iPhone 3G and AT&T.
The BlackBerry Storm ad features the device resting on a wooden table beside a cup of coffee. Viewers hear a voice-over from what appears to be the person drinking the coffee. A tell-tale blue-green carpet suggests the setting is an office, albeit a relaxed and homey one. This is confirmed when the voice-over expresses curiosity about the BlackBerry on the table, noting that the phone is not his and likely belongs to a colleague.
He picks up the phone out of curiosity, explaining that he has "already seen BlackBerries before" and wants to know "what the fuss is all about." As he picks up the phone, the screen activates, and viewers hear him say, "Wow." The ad closes with logos for BlackBerry Storm (with the line "Coming soon") and Verizon Wireless.
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