Video iPod`s ads

Video iPod`s ads


IPod video was a surprising new device at its appearance, due to the new and exiting quality that it could offer: playing videos. Besides this, the iPods have known, since their appearance on the market, a constant evolution, which lead to the fact that the public and the potential customers had more and more expectations regarding this product. With a new offer and design, the new product iPod video had a series of new ads, some authentic and some suspicious, because of their fake or less real aspect.

Due to the fact that the product was not yet in stores and people didn’t expect such a product to appear, there were a number of teasing and controversial ads (regarding their authenticity) which appeared and circled on the Internet. By bringing a new and relevant feature to the device, such as the video feature, the potential customers were surprised by the evolution of the product and so, the ads purpose was established. One of these ads represents the iPod video in an unreal shape (meaning that the authentic iPod has other optical features and another design). The ad was very short, as it lasted only 15 seconds. The video begins with presenting some corners of the new device, which are revealed in a computerized manner.

This one side of the device turns and the other one presents a screen which played the most recent music video belonging to the band Black-Eyed Peas (Pump it). The music and rhythm were dynamic and fast and so were the characters, who were dancing while driving. Suddenly, the slogan Introducing the new hand held movie theatre appeared and shortly after, the phrase new hand held movie theatre was cut out and the new phrase new iPod appeared on the screen, resulting Introducing the new iPod.

The controversy around this ad is focused on the fact that the actual iPod video doesn’t have the same characteristics as the one in the ad: the actual device looks very similar to the 1st to 4th generation of iPods, meaning the screen is over the buttons, but the one revealed in the ad presented a very large screen, which completed one side of the device.

Still, there are many ads of the new iPod video which are, for sure, authentic. The main idea of these is the fact that music can be seen, as well, besides just being heard. This is why the Apple company opted for integrating famous artists in the ads for their product: one of the ads featured U2's Original of the Species from the Vertigo - Live From Chicago DVD and another two featured Eminem and Wynton Marsalis. The ads featuring these artist were much longer than the usual ones and they basically played famous songs, but not together with their videos; instead, the producers opted for some more authentic images illustrating performances of these artists, which would look natural and more spontaneous. The ads for this new product were focused on the video playing capabilities of the device and the producers wanted, at the same time, to symbolize the new range of possibilities that the new model of iPpod had to offer.

The main idea of the ads was clear, even though these 3 ads had very different targets. Based on the fact that the clients of the new device come from different backgrounds and are of different ages, the producers and the marketers managed to pick some artists that represent generations and symbolize best their tastes and lifestyle: Eminem stands for teens and hip hop music, Wynton Marsalis is representative for adults who like classical and jazz music and U2 is somewhere in between the other 2 opposite styles.

In parallel, the ads with the dancing silhouettes continued with more specified backgrounds, which were representing the video options. The iPod`s video ads show that the product has definitely evolved, has a more mature image and optimized new features.

Comparison between the play station portable and the iPod video


The new iPod video was one of the most surprising products of 2006, due to the fact that iPods didn’t include the video feature, since the launching of the 5th generation of iPods in 2005.

Still, the natural comparison the customers (and not only) made was the one between the play station portable, also known as the PSP and the new model of the iPod series. PSP is basically a handheld game console which was produced by the company Sony Computer Entertainment, back in 2004. The public’s reactions to this new device which was rather different than almost everything on the market was very good, due to the fact that the small device allowed customers to play famous games, and, at the same time, watch clips.

Comparing the batteries of these 2 devices or, better said, the life of the batteries, it is a fact that the PSP device lasted much longer than the iPod. While playing a movie, the battery of the iPod dies after almost 2 hours and a half, while the PSP battery lasts up to more than 7 hours, which is a big plus.

Comparing the audio quality, it must be said the fact that both the devices provide a good audio quality; still, the iPod video turned out to provide a slightly clearer sound than the play station portable. This is due to the act that the audio in the iPod video file is encoded into AAC audio. On the other hand, the PSP seemed to have more bass in some cases, but overall, the difference was not that relevant and significant. The video quality of the 2 devices is another subject worthy to discuss and debate upon. It is known the fact that the PSP has a much larger screen. Even so, in this case, the large size advantage does not equal a better picture: the iPod manages to show a very sharp picture and sharp and clear text (even long ones). On the other hand, when discussing the difference in the video conversation, the fact is that a video iPod takes around 12 hours to encode a video, while the play station portable only needs a bit under 3 hours to do the same thing.

Comparing the 2 devices, it is obvious that they both have advantages and some flaws. Even though the video quality seems better on the iPod video device, the PSP presents a longer life of the battery and faster ways to encode videos. Still, the iPod is a smaller device, so it is natural that some features are not that optimized as in the case of the PSP. Even more, due to the fact that it is smaller, the iPod is much easier to transport and to use in various occasions. The studies even showed the fact that both items are sold mostly in vacation periods, meaning the fact that the customers use them as an entertainment item in their both summer and winter holidays.

The 2 devices, even though they are similar in many ways of their practical usage, present both pros and cons or advantages and disadvantages. Depending on the customer’s needs and desires, they can choose the one that best fits their necessity, available time or quality expectations.

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