Advertising analysis (Nokia and Apple) - Research Paper Example

Advertising Analysis (Draft) Nokia and Apple-two famous household s which have established their craft and credibility in manufacturing gadgets commonly referred to nowadays as necessities. However, with the rise of man's demand for communication, 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 professional; yet, it appeals not only to the elite but also to the common people. Therefore to summarize, both Nokia and Apple tries to appeal to the general public. Although there are apparent target audiences, the attempts to relate to all types of mobile phone users cannot be denied. As Nokia seems to appeal to the upper class feature-conscious users and Apple tends to attract upper class design-oriented users, both tries to reach all types of mobile phone users. However, the fact that the identity Nokia and Apple has established over the decades of years of their existence influences greatly on the two advertisements in concern. For several years, Nokia has created the bandwagon control over many mobile phone users. Since the time they have produced talk-of-the-town models, they have never failed to inculcate to most of its audience that users should purchase Nokia as Nokia cellphones are the most popular. For the particular Nokia N93 commercial, this is evident as N93 is described as the foundation of modern communication. This description, though aggressive, represents the reputation Nokia has generated. However, their trademark "Connecting people" seems to contradict with this as Nokia apparently focuses more on other functionalities than communication operations. Conversely, Apple has created a household name which is popular for tasteful designs and uncompromised, easier functionality. For example, the Macintosh processing system, is now regarded as the most user-friendly operating system. Hence, the "stylish-yet-user-friendly" reputation Apple has successfully crafted is persisted in the Apple iPhone commercial. As the commercial shows how features are executed via a hand as the phone display is touch screen, it is obvious that Apple is trying to show to its audience the undemanding functionality of the phone. The two commercials, just like most advertisements, also tend to appeal to the logical facet of man. Nokia, by directly enumerating the detailed features of the phone, is trying to sell the Nokia N93 by indirectly bragging the latest technology at the moment. Hence, it is trying to imply that people should buy the Nokia N93 because in order to cope up with the technological advances, man has to select a mobile phone which also copes up with these advances. The Apple iPhone commercial, on the other hand, appeals to man's intellectual side by indirectly stating that the audience should select iPhone as this will enable them to keep "amazing things" in their "pockets". Hence, as Apple tends to appeal to easier functionality, it relates to man's difficulty on bringing several gadgets at a time. With the iPhone, users can avail of the features offered by different gadgets, without the hassle of keeping multiple devices with them. Yet, Apple seems to imply falsehood as Apple iPhone is relatively big to fit in ordinary pocket sizes. Although it is obvious that the term "pocket" is used to refer to the advantage of bringing one device than using several gadgets, the audience will take the word "pocket" in consideration with its literal meaning. Thus, it indirectly implies that Apple iPhone is small, which is not true. However, the two commercials share the same attempt to relate to the audience's pathos. The Nokia N93 and Apple iPhone advertisements both appeal to the American culture of individuality. Boasting the design of the two products in order t appeal to man's demand of sophistication, the two advertisements imply that by purchasing the respective models, users will have a sense of individual style. Nonetheless, as the advertisement of these two products become more prominent, the propaganda for the promotion of the two mobile phone models contradict with their appeal to the American value of individuality, as the propagation of advertising the products entail more users of the two models. Therefore, both the advertisements, although having their own shares of facts and exaggerations, share a common value. Interestingly, this value also appeals to al the aspects in which man is influenced by advertising. The sense of sophistication without compromising functionality, delivered by the undeniable emphasis on the mobile phone models' advertisements, relate to the reputation both Nokia and Apple has built, although Nokia seems to be just starting propagating this reputation. Also, the sense of sophistication with uncompromised functionality relates to the logical aspect of audience, as this answers their necessity to obtain a mobile phone which encompasses design and modern features. Lastly, the value of sophistication and functionality appeals to the American value of individuality, as the advertisements tend to brag on the uniqueness of Nokia N93 and Apple iPhone. Therefore to summarize, both the advertisements tend to promote sophistication with increased functionality. However, with the increasingly promotion of this value, this invites mobile phone users to dwell more on the enthrallment of owning a trendy mobile phone than on the people's need to meet their multi-faceted needs via their mobile phone. Gratefully, as the advances in the technology spreads, man's critical thinking on things offered to them has also prospered, a gift we can all use to be careful of basing our purchasing decisions on mere advertisements. Works Cited Berger, Arthur Asa (1991): Media Research Techniques. Newbury Park, CA: Sage Research in Advertising, ed. Richard J. Harris, Hillsdale, NJ: Lawrence Erlbaum, 13-42. Pollio, Howard R., Michael K. Smith and Marilyn R. Pollio (1990). "Figurative Language and Cognitive Psychology," Language and Cognitive Processes, 5 (2), 141-167. Youtube. (for Nokia commercial). Retrieved from [http://www.youtube.com/watchv=iiSP5fa1h9c] Last visited: September 12, 2007. Apple (for iPhone commercial). Retrieved from [http://www.apple.com/iphone/ads/ad7/] Last visited: September 12, 2007. Advertising Analysis (Final) For almost a decade, I have been a mobile phone user taking part in witnessing how mobile phones transformed from being a luxury item to man's basic necessity. Along with this transformation, I have seen the major changes with regard to advertising mobile phone products. Thus, it is interesting to focus on specific mobile phone commercials as they try to charm us with the luxurious look and astonishing features of their products. Nokia and Apple-two famous household names which have established their reputation in providing us the latest technological innovations in their own array of products. Interestingly, as Apple launches their first mobile phone model, the Apple iPhone, these two brands finally crossed their ways as they compete for man's hunt for the best mobile phone this generation can offer. Hence, the competition goes on with their struggle to attract viewers with their respective advertisements. Just recently, the Nokia N93 and Apple iPhone both launched their respective television commercials, which are both successful in gaining the wow's of the viewers. The Nokia N93 commercial starts with the introduction of this Nokia model. As the commercial progresses with a plain black background depicting sophistication and espoused by a background song from the classic band Moby, the features and its specifications of the N93 are enumerated in print whilst the mobile phone shows off how these features are executed. The commercial closes with the logo of Nokia and their slogan "Connecting people". Evidently, since Nokia has established the "standard phone" reputation, Nokia has indirectly 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 most mobile phone users gain interest on the detailed specifications of a mobile phone in an attempt to cope up with the rapid changes in technology, Nokia satisfies this interest by spelling out the features of the phone such as the resolution, screen size and camera attributes. Hence, this implies that the Nokia N93 is inclined to be marketed to the type of consumers who are feature-conscious. Even so, considering that Nokia has used the music of Moby to be the background music for this commercial, it obviously appeals to all ages of mobile 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, like other Nokia N-series phones, the advertisement targets the upper society who can afford to purchase this high-end model. This is evident on the font of the features enumerated and the plain black background, which usually symbolizes wealth and refinement. On the other hand, the commercial of the Apple iPhone, accompanied with minimal background music, begins with a man's voice expressing how amazing things can fit in one's pocket, thus referring to the Apple iPhone. Then, it proceeds with the voice naming the "amazing things" which can fit in this mobile phone, which refer to the features iPhone boasts of. Contrary to the Nokia N93 commercial, the features of iPhone are not deliberately explained. Yet, the way the features are enumerated is enough for its viewers to understand its attributes. As Apple has already established a brand marketed to the upper society-sophisticated yet simple, which is being tried by Nokia to emulate, the black background and classic background music appeals to the elite. However, the commercial tends to appeal to the type of consumers who are practical, yet design-oriented. Hence, this type of consumers is represented by those who care less about the high-end features of the phone but dwell more on the design of the gadget and easier functionality, which is manifested by the way the act of the thumb scrolling the menu in the touch screen is closed up. Nonetheless, the advertisement also tries to break the stereotype that the iPhone, being an Apple product, is less feature-enhanced. This can be observed as the narrator of the commercial enumrerates the "amazing things" packaged in iPhone. One of the most noticeable facets of this commercial is Apple's attempt to use the "plain folks" propaganda as it tries to convince the public that the narrator's views reflect those of the common person (Berger, 1991). This is manifested as the narrator's tone and delivery of the message tends to be casual. Thus, it appeals not only to the elite but also to the common people. Thus, as Nokia tries to appeal to the upper class feature-conscious users while Apple tends to attract upper class design-oriented users, both tries to reach all types of mobile phone users. Considering the above verbal and visual clues in the commercials, both Nokia and Apple tries to appeal to the general public. Although they each have their own target audiences, both Nokia and Apple attempt to attract all types of mobile phone users, regardless of age, race and, although seemingly impossible, financial status. However, the identity Nokia and Apple has established over their years of existence significantly influences the advertisements in concern. For several years, as Nokia has become successful in branding their models as "standard phones", it consequently created the bandwagon control over many mobile phone users. From the time they have produced talk-of-the-town models, they never failed to inculcate to most of its audience that users should purchase Nokia as Nokia cellphones are the most popular. This is supported in their commercial as N93 is described as the foundation of modern communication. This description, though aggressive, represents the reputation Nokia has generated. In spite of this, Nokia's slogan "Connecting people", though it has been Nokia's known catchphrase ever since, seems to contradict with their reputation as Nokia apparently focuses more on other functionalities than communication operations. Conversely, Apple has created a household name which has become popular for tasteful designs and uncompromised, easier functionality of technological gadgets. For example, the Macintosh processing system is now regarded as the most user-friendly operating system. Hence, the "stylish-yet-user-friendly" reputation Apple has successfully crafted is persisted in the Apple iPhone commercial. As the hand shows how features can be executed on the phone since the phone display is touch screen, Apple continues to boast of the undemanding functionality of the phone. Furthermore, the two commercials also tend to appeal to the logical facet of their respective audiences. In the N93 commercial, Nokia is directly enumerating the detailed features of the phone whilst indirectly bragging the latest technology. Thus, the commercial is trying to imply that as man's today's interest is inclined with the knowledge of the latest technological innovations, users should buy the Nokia N93 in order too cope up with such advances. In opposition, the iPhone commercial appeal's to man's sense of logical reasoning by indirectly stating that the audience should select iPhone as this will enable them to keep "amazing things" in their "pockets". Likewise, it relates to the hassle of ringing several gadgets at a time some of us has to deal with in order to enjoy the different things technology has to offer. However, by stating that all the features can fit in one pocket by using the iPhone, Apple seems to imply falsehood as the phone is relatively big to fit in ordinary pocket sizes. Although the term 'pocket' is obviously used as a figurative speech, it is undeniable that some people may deal with this term literally, thus believing that the phone is small and can easily fit in one's pocket. On the other hand, the two commercials share the same attempt to relate to the audience's pathos as they both appeal to the American culture of individuality. As both commercials imply that it is cool to purchase phones which are new to the market, they imply that by purchasing the respective models, users will have a sense of individual style. Nonetheless, as the advertisement of these two products become more prominent, the propaganda for the promotion of the two mobile phone models contradict with their appeal to the American value of individuality, as the propagation of advertising the products entail more users of the two models and less individuality for each user. Considering the above observations, both advertisements which have their own shares of facts and embellishments just to promote the product, share a common value-sophistication with uncompromised functionality. Interestingly, this value also tends to relate to all the facets which associate the product with its audience. Manifested by the undeniable emphasis on the mobile phone models' physical and software attributes, this common value the two advertisements share in common relate to the reputation both Nokia and Apple has built, although Nokia seems to be just starting in propagating this reputation. It also relates to their audience's sense of judgment and reasoning, as this value responds to their demand for a mobile phone which encompasses both design and modern features. Lastly, the value of sophistication and functionality appeals to the American value of individuality, as the advertisements tend to brag on the uniqueness of Nokia N93 and Apple iPhone. Yet, with the increasing promotion of these phones, the advertisements tend to switch the consumers' attention on the enthrallment of owning a trendy mobile phone than on their need to meet their multi-faceted needs via their communication device. Gratefully, as the advances in the technology spreads, man's critical thinking on things offered to them has also prospered, a gift we can all use to be careful of basing our purchasing decisions on mere advertisements. Works Cited Apple (for iPhone commercial). Retrieved from [http://www.apple.com/iphone/ads/ad7/] Last visited: September 12, 2007. Berger, Arthur Asa (1991): Media Research Techniques. Newbury Park, CA: Sage Research in Advertising, ed. Richard J. Harris, Hillsdale, NJ: Lawrence Erlbaum, 13-42. Pollio, Howard R., Michael K. Smith and Marilyn R. Pollio (1990). "Figurative Language and Cognitive Psychology," Language and Cognitive Processes, 5 (2), 141-167. Youtube. (for Nokia commercial). Retrieved from [http://www.youtube.com/watchv=iiSP5fa1h9c] Last visited: September 12, 2007. Read More