Doing adds that directly target the competition is a risky move, because you tent to reinforce the idea that the competition has better brand recognition or is more popular. But Sony may need to do that.
Put up an ad with a PS3, then an XBox 360 w/hard drive, wireless adapter, monthly Live bill, plus a Blu-ray player. Add a little "ka-ching" cash register sound as you show each extra. Don't list actual prices, let people find out for themselves - maybe show a little bar graph with the 360's climbing higher than the PS3s.
Unfair? Not telling the whole story? Sure, but that's what ads are
supposed to do. People are especially price-conscious right now, so Sony has to position the PS3 as a better
overall value.
Specifically comparing yourself to the competition is a risky move in advertising, since it gives the competition some recognition. But people are more cost-conscious now, Sony has to position the PS3 as a better value.
So, a commercial showing a PS3 (include little things like the web browser and maybe a motion-control game like High Velocity Bowling - just show 'em, don't draw specific attention to 'em. Make people think, "Huh, I thought only the Wii did that.").
Next to this, show a 360. Then the hard-drive add-on (little ka-ching sound). Then a wireless controller (ka-ching). Then the Wifi add-on (ka-ching). Then a monthly Live bill (ka-ching). Then a Blu-ray player (ka-ching).
Don't show specific numbers, but show a little unlabelled bar graph, where the 360's column starts out lower but moves higher as you add the stuff.
Unfair? Not the whole story? Sure, but that's what ads are supposed to be.