This page is referenced by:

• 1 2024-04-18T15:04:24-04:00 Marketing and Advertisements 6 plain 2024-05-01T12:30:10-04:00 Blackberry, as a brand, had a wide variety of advertisements with aims of portraying the cellphone brand as being sophisticated, high-tech and multifunctional. Advertisements were diverse with regards to their mediums, ranging from newspaper ads, videos, billboards and other graphic posters and assets. Most of these advertisements capitalized on the Blackberry Bold's multifunctional nature and played into the cellphone's portrayal of being high-tech and secure. Video advertisments have opportunities to be descriptive and visual, which Blackberry capitalized on. Many advertisements were clever and covered a lot of functional features and advantages of the cellphone in a short time. In one of the advertisements, a person participating in a race while simultaneously working on his Blackberry Bold is included. This short, yet descriptive clip uses humour and exaggeration to demonstrate the capabilities of the cellphone.
  Another category of advertisements is still posters, blackboards or digital assets. Due to not being a short video clip, these advertisments have their limitations and may not have the ability to communicate in too much detail. However, with this form of marketing material, Blackberry was successfully able to convey the tone, purpose and identity of the product. Most still advertisments are minimal and sleek, with a catch phrase which says "Be Bold". This is usually followed by a short blurb about the product and its new features. With minimal words, these advertisements are able to communicate that the product is high-tech, sleek and novel.