Research Proposal on "Survey and Describe Three Related TV Adverts"
Research Proposal 3 pages (1129 words) Sources: 15 Style: Harvard
[EXCERPT] . . . .
Advertising- Mobile Phone CategoryAnalyses of advertisements for Apple iPhone, Blackberry and Nokia
For the analyses of TV ads in the mobile phone category, ads for Apple iPhone ("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 the iPhone 3G. It shows a close-up image of the iPhone itself, with the user acting as "navigator" for the viewers to see the different applications of the phone. Three (3) applications are featured, demonstrating how users can view blogs, photos/pictures as complex as MRI images, and e-books where pages can be turned/"flipped" with a touch of the finger on the lower right corner of the screen. A voice-over (VO) informs the viewers of each application throughout the commercial, using repetitively 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," after which logos for the Apple iPhone 3G and AT&T were shown.
The BlackBerry Storm ad, meanwhile, features the BlackBerry Storm on a wooden table with a cup of coffee. Viewers hear a VO, and the owner of the voice is 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 office, albeit 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 the office. He picks up the phone ou
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Lastly, the Nokia N96 ad features Bruce Lee using a chain weapon as his "paddle" in a ping pong game. Known for his prowess in the 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 and white, and the 60-seconder ad is divided into two matches: the first part showing Lee playing singles, and the second part showing him playing doubles, still with his chain weapon. Lee defeats both players, and the ad closes with a shot of the Nokia N96 with a VO of Lee's famous "hiyaaaah!" martial 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. The ad closes by showing the URL where viewers can get more information about N96: www.nokia-lee.com.cn.
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… READ MORE
Quoted Instructions for "Survey and Describe Three Related TV Adverts" Assignment:
“Survey and describe three related adverts (3 adverts for 1 product category of your choice) focusing on:
-the target audience;
-the expected level of involvement for that product;
-the *****need***** provoked in the spectator;
-which advert was most effective for your chosen product category? Why?
-do it on mobile phone, i.e. Nokia, Blackberry, Apple I-Phone
-Please either provide a brief description, or valid weblink with copies of each of your chosen adverts.
-Please link theory to the report.
For example:
http://www.youtube.com/watch?v=stzqLqBUECc
http://www.youtube.com/watch?v=jBZU7Alv6p8
How to Reference "Survey and Describe Three Related TV Adverts" Research Proposal in a Bibliography
“Survey and Describe Three Related TV Adverts.” A1-TermPaper.com, 2009, https://www.a1-termpaper.com/topics/essay/advertising-mobile-phone-category/507055. Accessed 5 Oct 2024.
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