Advertising analysis (Nokia and Apple) Research Paper

Advertising analysis (Nokia and Apple) - Research Paper Example Nokia and Apple-two famous household names which have established their craft and credibility in manufacturing gadgets.However,these two brands have crossed their way as they compete for man's hunt for the most appealing mobile phone this generation can offer with the launch of Apple iPhone.As the competition for man's attention arises, advertisement of mobile phones has propagated rapidly. Hence, as a mobile phone user myself, my attention was drawn to two of the latest commercials of mobile phones, each from the above-mentioned mobile phone manufacturers.The Nokia N93 and Apple iPhone both launched their commercials on television. The Nokia N93 commercial whose sophistication has been branded by its plain black background, starts with the introduction of this Nokia model. As the commercial progresses, espoused by a background song from the classic band Moby, the features and its specifications are enumerated in print whilst the mobile phone shows off how these features are executed . The commercial closes with the logo of Nokia with their slogan "Connecting people".Apparently, Nokia has remained to patronize the bandwagon propaganda for this advertisement, which tries to convince consumers that since everyone else is doing it, they will be left out if they do not (Pollio, 1990). As majority of mobile phone users focus on the specifications of a mobile phone and indulge in knowing how to utilize this information, Nokia dwells on specifically identifying the details of the Nokia N93, such as the resolution, screen size and camera attributes. However, considering that Nokia has used the music of Moby to be the background music of this commercial, the commercial obviously appeals to all ages of mobile phone users who can afford to buy the phone. This is because the music supplied by Moby appeals to the older generation in which Moby has started as a band, and to the younger generation as well who nowadays settle to classic rock music. However, as the phone is a high-end model, it generally targets the upper society who can afford to purchase the Nokia N93. This is evident on the font of the features enumerated and the plain black background, which usually symbolizes wealth and refinement. Furthermore, the detailed enumeration of the features of the phone implies that the Nokia N93 is inclined to be marketed to the type of consumers who are feature-conscious. On the other hand, the commercial of the Apple iPhone begins with minimal background music, as a man's voice starts expressing how amazing things can fit in your pockets, thus referring to the Apple iPhone. Then, it proceeds with the voice naming the "amazing things" which can fit in this mobile phone. Contrary to the Nokia commercial, the features of iPhone are not detailed and specific. However, the delivery of the features of the phone is enough for its viewers to understand its attributes. As Apple has already established a brand marketed to the upper society-classy, sophisticated yet simple, which is being tried by Nokia to emulate, the black background and classic background music appeals to the elite. Additionally, the advertisement of Apple iPhone tends to appeal to the type of consumers who are design-oriented. Hence, this type of consumers is represented by those who care less about the functionality of the phone but dwell more on the design of the gadget. Nonetheless, the advertisement also tries to break the stereotype that the iPhone, being an Apple product, is less feature-enhanced. This is manifested as the narrator of the commercial tends to specify the "amazing things" packaged in iPhone. Furthermore, one of the most noticeable aspects of this commercial is Apple's attempts to use the "plain folks" propaganda on which Apple is trying to convince the public that the narrator's views reflect those of the common person (Berger, 1991). This is evident as the voice of the narrator tends to be casual, not too