After the use of Reese’s Pieces in the movie E.T. product placement has risen to extreme heights. Some ask the question if product placement was around before the popular use of it in E.T. Research has proven that this form of advertisement has been around and used since the beginning of cinema, Ben Kozary states “the first reported product placement occurred in 1896, with the deliberate integration of Sunlight Soap by Unilever into several Lumière films” (2) from his paper “The Influence of Product Placement Prominence on Consumer Attitudes and Intentions: A Theoretical Framework.” This makes product placement one of the longest running uses of advertisement around. Product placement in movies and television shows, while unethical in some situations, is the most preferred and effective form of advertisement today.
According to Liew Chee Kit in “The Effectiveness of Product placement: The Influence of Product Placement towards Consumer Behavior of the Millennial Generation,” Product Placement is “defined as placing a brand in media content to affect consumer behavior” (138). This means companies pay for their brand names to be put in movies and television shows for a certain amount of time. This give a positive light to the brand name and makes people happy or think fondly when presented with that brand name. Some examples of product placement in television shows are: American Idol, Friends, Sex and the City, Desperate Housewives, and House. Coca-Cola endorses American Idol with cups on the table of the judges; Oreos and Budweiser had engulfed Friends; Sex and the City has a whole episode about Absolute Vodka; Cast members of Desperate Housewife’s are given Buick vehicles to drive; and House shows off Apple’s MacBook.
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... names are popular and well known. Charlotte Krapp points out in her paper “Brand Recognition and Confusion during Brand Placement” that the “risk of consumer brand confusion increases when the brand name is only presented for a few seconds or the advertising message is unclear” (4). Product placement is a win-win for both the company and movie studio, but makes more sense to show items the public is already familiar with.
Product placement is one of the most effective and preferred methods of advertisement around. Both consumers and advertisement companies look at it with a positive light, proving the test of time and lasting over 110 years in the market today. While there are some problems, it in no way slows down the increase of product placement in movie and television shows, or decreases its effectiveness. Product placement really is a great way to advertise.
Whether recognized or not, advertisements play a significant role on the way in which consumers make choices. Though society as a whole may not recognize the impact of advertising, commercials and good billboards are still noticed and enjoyed. Even colors are used a way in which to catch the eye of the consumer.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Sutherland, Lisa., MacKenzie, Todd., Purvis, Lisa., Dalton, Madeline. “Research shows that food and beverage product placements in movies may be a potent source of advertising to children.” Hood Center of Children and Families. Retrieved April 22, 2014. (http://hoodcenter.dartmouth.edu/FoodProductPlacement.html)
One technique used by most corporations is a technique usually described as using “buzz words”, this is found more in print than is used on television or radio. If we are scrolling through a newspaper and we see an exciting flashy word, our eyes tend to draw towards it. Companies are entirely aware of this, so they flash words on us like, “Free,” ”New.” ”Hurry”. Something about these words makes us want to see what all the fuss is about, and to read the company’s ad. Now when you do read the ad, there will be “buzz words” embedded into he ad that do not even look flashy. It is always words that do not actually have a significant meaning what so ever, but they are added in anyway. For example, words like, Homemade, Improved, 100%, tasty, and the list continues.
The documentary, directed by Morgan Spurlock known by “Super-Size Me (2004)”, begins presenting a historical comparison between the different types of marketing that have been used throughout human history. First, it presents vintage techniques that were used by corporations in the past. Then, it calls attention to the huge transformations in advertising following the invention of television and internet during 20th and 21st century. This produced a new type of marketing called product placement which is defined as a “paid product message aimed at influencing movie audiences via the planned and unobtrusive entry of branded product” (Balasubramanian’s 1994). This is the main topic of discussion throughout the complete documentary.
is showed on television, or any other source of media for that matter. Advertising a product
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
Wiles, M. A., & Danielova, A. (2009). The worth of product placement in successful films: An event study analysis. Journal of Marketing, 73(four), 44-63.
Celebrities can have a significant influence on consumer choices because they are easily distinguished and idolized by their fans. For instance, Stephen Curry, an NBA all-star, was a spokesperson for the product Britta. He was premiered on several advertisements that displayed this product. This example, informs you that it is a superlative idea to drink purified water when you are participating in a sport. A company like Britta would want to attribute Stephen Curry in their ad because his talent in basketball will induce customers to buy their product.
Commercials make the viewer think about the product being advertised. Because of the amount of television children watch throughout the week, it allows the children to be exposed to the information over and over again. Per year, children are known to view thousands of fast food commercials. On a daily basis, a teen will usually view five advertisements and a child aged six to eleven will see around four advertisements (Burger Battles 4). Businesses use this strategy to “speak directly to children” (Ruskin 3). Although the big businesses in the fast ...
Television commercials are television programming produced by any organisation to provide message in the market about their product or services. It is one of the most popular methods to attract customer and provide them information about their products or services.
Product placement has some benefits to the movies because branded products act as sponsors for movies; companies pay money to the movie producer to show their products in specific scenes in the movie, and this enables the director to get better actors and shoot in better settings. Despite the fact that this may be partially true, product placement can do some harm to a movie by interrupting or skewing the movie storyline. As companies pay money for their products to be integrated within a movie, they expect it to be placed advantageously in the film. Therefore, companies pay more money to gain the best appearance for their product on a movie. This causes the movie director to deviate from the storyline in order to accommodate the products placed in it and to make companies willing to invest in the movie. For instance, according to Santos, in the movie “Good Bye, Lenin!” two companies, Coca-Cola and Burger King, refused to place their ...
Product positioning is to use certain features of the product to position against the product of competitor. With the help of this marketing activity, marketers can attract more customers by focusing of special features of their product.
Commercials works through the human emotions and vanity and it appeals toward the psychologically domain turning into a temptation for weak mind people. For instance, if a person is at home watching T.V., very comfortable and suddenly, a commercial promoting any kind of food and drink comes up, that person will be hungry and thirsty in a couple of minutes. The advertising influenced his mind, provoking an involuntary reaction to do what the commercial induced him to do.