The first commercial we are going to look at is the one that introduces the new price of $299 for the PlayStation 3. The format of these commercials is simple. A consumer asks PlayStation a question followed by a response from a VP at Sony by the name of Kevin Butler. Kevin Butler is a man of the people, and proves it with his many job titles. In this particular commercial Kevin is the "Director of Rumor Confirmation" answering “Rumor Monger” Bernie Buncalan’s question about a rumor floating around that the PS3 is $299. Bernie Buncalan is presented as a stereotypical nerd of the 21st century. He’s overweight, wearing glasses, has a beard, and clothes that suggest he doesn’t have a good sense of fashion. His room has is filled with Sci-Fi posters and 4 different monitors suggesting that he doesn’t leave the house often. Kevin Butler is presented as a stereotypical executive. Older white guy wearing a shirt, tie and dress pants with insight on what goes on within the company he works for.
The office Kevin Butler is walking around is filled with images of slim PS3 and the numbers $299. There’s T-shirts, posters, balloons, blimps, hats, led displays, and satellite projections on the moon all saying $299. Kevin Butler keeps it cool by saying "no comment," and acts like he didn't hear when Bernie mentions that everything says $299 behind him.
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