For those Music related products, SONY usually use Artists which are under their music label SONY BMG Music for promotion.
SONY ERICSSON
SONY ERICSSON always use their logo as a sign to creat slogans for different specific mobile phone.
The idea is properly comes from the sign of I LOVE NY (http://www.roberthkeller.com/)
HANDYCAM
HANDYCAM usually use images of the user's "model"( in this case their targets are parents of those children)
Playstation
PS usually use crazy graphic to amplify the idea of PLAY
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