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The ipod presents, besides an interesting technical evolution, an original and innovative way of promoting and advertising, which differs in style and slogans from the first ads of the first generation of iPods, to the most recent iPod video advertising campaigns.

The first campaigns concentrated upon the new product promoted both the iPod and iTunes brands. These advertising campaigns were leaded by the slogan A thousand songs, in your pocket, which was launched in November 2001. The colors which were selected for the first iPod campaigns were brisk and full of live: turquoise, cyclamen, bright grass green and other joyful nuances were chosen to represent the idea of both music and video, meaning both visual and auditory sensations. The wrap advertising was used, at the same time with the other and more traditional types of BTL advertising: there were various light rail wraps in busy centers or midtowns, using the same visual message as the banners. Large banners and billboards were displayed in various busy centers, with high visibility. The promotion was intense, forward and dynamic, with only intense and optimum quality for all the elements: the colors were vivid, the actual ads were large and the represented images were dynamic. The TV ads were concentrated upon the idea of music, dancing and mobility and the text of these was just limited to the slogan of the product and of the Apple brand (Think clear).

In 2003, the new advertising campaign that Apple introduced was due to the conjunction with the launch of the iTunes music store. The campaign concentrated mostly on the interpretation of popular songs by different persons wearing iPods. This campaign was a big hit, due to the fact that it was based on famous pop, rock and hip hop songs, belonging to artists such as Eminem or Pink.

Later that year, in October 2003, iPod released a new series of ads, based on the silhouette campaign, which was the base for most of the print ads, like banners, billboards and wraps, even from the appearance of the first generation of iPods: the images basically showed black silhouettes of people dancing while wearing iPods. This new campaign was realized based on the same intense colors and dynamic images like the first campaign. Even more, the success of the campaign was owed to the popularity of the performed music, such as The Vines’ Ride, The Caesars’ Jerk it Out, Gorillaz’ Feel Good Inc., Steriogram’s Walkie-Talkie Man, Jet’s Are You Gonna Be My Girl, Propellerheads’ Take California, Ozomatli’s Saturday Night, N*E*R*D’s Rock Star (Jason Nevin’s Mix), Franz Ferdinand’s Take Me Out or Daft Punk’s Technologic.

With the release of the new iPod video, the image of the product and its promotion began to change. The slogan of the new product was One more thing…, meaning the new and expected video feature, which was a big plus comparing with the latest model of 2005. The ads for this new product were focused on the video playing capabilities of the device. Actually, the ad featured U2’s Original of the Species from the Vertigo: Live From Chicago DVD. Based on the same idea, there were 2 more videos which featured Eminem and Wynton Marsalis. Still, at the same time, the ad which was presenting the dancing silhouettes continued, but it was modified into something more representative for the new video device: the backgrounds were not simple vivid colors anymore, they were textured and had various patterns, symbolizing the evolution concerning the image and the video properties of the new model of iPod. The 2 variants of the videos featuring the 2 popular artists ranged from an orange urban theme of the hip hop music to a cool blue one of the jazz look.

The latest iPod ad, released in March 2006 is not based on the silhouette style anymore; instead, the producers opted for a video showing various CD covers, integrating in an iPod nano, under the same older slogan A thousand songs, in your pocket.

The iPod has been, since its release in 2001, one of the most innovative and popular digital devices in the world. Being produced by a strong brand such as Apple, the iPod became popular in a very short period of time. The popularity of the iPod was owed, besides the practical usage of the actual product, to the original ways of promoting and advertising of the company and, as well, to the aesthetical qualities that the product presented, ranging from the design features to the packaging.

Since the appearance of the product on the market, meaning the first iPod in 2001, the design of the product changed, but not dramatically; still, every model of the iPod came with new features, so the design and the package had to be adapted to these, in order to satisfy the consumers. The most important element that was considered by the creators when establishing the shape of the new device was the perfect proportioning. The new item was supposed to be light and easy, in order to be carried in all sizes of pockets, yet it had to look like a powerful and strong device. Even more, the necessity of providing a stable platform for the controls and the fact that the device was supposed to be managed easily by the customers, lead to the optimization of the perfect size and shape. The result was a device which was the right size in order to be held in the hand without difficulty and managed without effort. In the 5 years of constant research in order to find the right proportion for the iPods, the device ranged between the thickest model, expressed in the 2nd generation of iPods and the almost as thick 4th generation iPod to the more symmetric models of the 1st and 3rd generations.

Following these rules, the first 4 generations of the iPod managed the keep the right proportions that could permit the optimum use of the sound and later on, the photo features (even so, the iPod nano was considered to be too light and fragile). After the launching of the 4th generation of iPods, Apple were preparing to provide a new and even more innovative iPod, which was supposed to have a video feature, as well. At that time, the most significant concern of the producers was the fact that, due to the new iPod features, which had to permit a good visibility and a larger screen, the perfect proportions of the iPod might be ruined. As a result, the last generation of iPods is the thinnest of all; instead, the screen is larger, which allows videos to be watched much better.

Since the original model, the iPod’s height and width have remained the same. Still, the corners of the new iPod video are sharper, in comparison with the rounded edges of the previous models. Even more, the center button of the device is flat, without any convex potions, which characterized the previous models of iPods.

The new iPod video comes in 2 colors: black and white, which adapt well to the color of the package, which is black and silver. With this colors (which are the same as the ones of the iPod`s nano colors), the new device seems improved and more refined. The black iPod has a chrome Apple logo, but the ear buds remain white, for both colors of the main device.

The iPod has been constantly modified in order to establish the perfect size for carrying and listening to music while walking and sometimes dancing. The iPod video presents, besides an obvious technical evolution that allows now watching videos on this small device, a new appearance, with different proportions, which are adapted to the most important request: good visibility. With a larger screen and thinner aspect, the iPod video turns out to be a stylish and aesthetic product, which slightly changes the image of the previous models, yet keeps the brand features intact.

The design of the new iPod video is similar to the previous editions, but it is thinner and has a slimmer build. The design was not surprising as it resembles a lot the others, but the new features and the improved once from the previous models were the ones who ensured the great success. The amazing feature is the dimension and the great capacities and features.

The new iPod video is about 10 percent thinner than the last generation iPod and has even a greater capacity – the 4th generation iPod had 20 GB and the iPod video has 30 or 60GB. The LCD display of the new iPod video has a larger format – 2.5-inch format with QVGA resolution. You may watch a video while 65,000 colors are being used, fact that is possible due to the special screen of great quality and the finishing touch of the design.

Most reviews point out the amazing design of the new iPod video, beaty that may easily caught the eye of any iPod fan. The sharp and colorful display is capable of increasing the great charm of this new item and may conquer any heart.

The special design is given with the help of the clear polycarbonate case which plays at the same time the role of a protective case for the new iPod. It is, in a way, a classic design with any new input following the modern fashionable trends and refusing to create a new face for the popular iPod. Maybe this is the aspect that continues to attract customers of all ages, this being an available option for almost all tastes and preferences. Besides, the cases ar those who may be chosen taking into account the age, color preference or other relevant aspects.

However, the slim design may be of great success, this being the new characteristic of the new iPod as compared with previous editions of iPods. Only with iPod nano and the 5th generation iPod the nuance of the interface was slightly changed, adding a “brushed-metal” effect.

Even if you are not in love with the new features of the new iPod video, you may not deny the fact that its design is wonderful. And from this point of view it may be considered the most successful handheld video device. That is why the new iPod video has no competitors and may be situated on the top list of pocket video devices. The design of this video device of the new generation is therefore very important. The design of the new iPod video represents more than the tastes of the nowadays generations, but also the specific lifestyle always in move and almost always in a hurry.

The simple and sleek design may be considered the most often mentioned advantage of the new iPod video. Some other mentioned advantages may also be included in the category of design – screen clarity, styling, very slim line, great integration with iTunes. The sleek design is also considered sexy by some customers in their reviews, fact that may point out the age of the customers, who use such a language – teenagers.

Some other characteristics of the iPod video design may be considered the great picture quality, crystal clear display, slim and sleek accessory and accessibility in the navigation system. The most often mentioned disadvantage of the design of the iPod video in the reviews is the easy scratched surface. Maybe this aspect may be considered as a complementary negative aspect of the design surface quality.

The most amazing aspect of the new iPod video design is the fact that it is provides complete waterproof protection. The new housing is said to offer great protection for the iPod’s video screen against scratches and other possible dangers or damages. Another special aspect concerns the fact that together with H2O Audio waterproof headphones it resists in a depth of 10 ft (3 meters).

Besides, there are available leather flip cases with special design that provides easy access to all needed buttons while the iPod video is inside the case.