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Product placement for movie production
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An Argument Against Product Placement
Embedded marketing, or product placement, is a form of advertising that integrates the product in a non-commercial environment such as movies and TV shows. Product placement is not a new trend; it has been in place since early years of the movie industry. However, it began to spread in the 1930s when the company of Owl Cigars invested in the movie “Scarface” an amount of $250,000 to place their product in the movie (Lindstorm, 2008). It has been argued that product placement can benefit the sales of both the movie and the product. However, others disagree saying that its adverse effects outweigh its positive ones, as it may have a negative impact on the content of the movie in which the product has been placed, the sales of the product and on the ethical level.
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 ...
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Lindstrom, M. (2008). Buyology: Truth and lies about why we buy. New York: Doubleday.
Nunlee, M., Smith, D., Katz, M., A. (2012). Negative Product Placement: An Evolving Theory of Product Disparagement and Unfair Competition. Journal of Marketing Development and Competitiveness. 6(2), 11 – 27. Retrieved from: http://www.na-businesspress.com/JMDC/NunleeM_Web6_2_.pdf
Redondo, I. (2012). The Behavioral Effects of Negative Product Placements in Movies. Psychology & Marketing, 29(8), 622–635. Retrieved from: http://onlinelibrary.wiley.com/doi/10.1002/mar.20548/references
Snyder, S. L. (1992). Movies and product placement: Is Hollywood turning films into commercial speech? University of Illinois Law Review. Retrieved from: http://heinonline.org/HOL/Page?handle=hein.journals/unilllr1992&id=311&collection=journals&index=journals/unilllr#311
Consumers are bombarded with advertisements every single day. On almost all forms of media, companies use advertisements to convince consumers to purchase their product. A large medium for advertisements are magazines. Most of the advertisements in Parents magazine appeal to parents because that is the target audience of the magazine. A cat food advertisement would appeal to a lot of parents because many families have cats. Sheba and Fancy Feast both had advertisements in the magazine, but one of the advertisements is clearly more effective. The Fancy Feast advertisement is more effective than the Sheba advertisement because of product placement, color, and model placement.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
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)
At the movies, people generally buy soft drinks and popcorn during the intermission. The reason could be that subliminal messages had a play in this; in 1957 market specialist James Vicary conducted a daring test, and in one of the premiere films being presented Vicary placed flashing images of soft drinks and popcorn during the film. Rightly so, popcorn and soft drinks sales had an increase in that specific evening, as soon as word got out about this experiment people ...
Significant increases in soft drink and popcorn sales are noted after directives to "Drink Coke" and "Eat Popcorn" were subliminally projected onto a movie screen over a six week period. The duration of the messages were so short that they were never consciously perceived. Despite admission of a hoax, the sales of popcorn rose 57.7% and the sales of Coca-Cola reportedly rose 18.1%. (Williamson, 1984)
To encourage a point-of-view regarding the role of cross-promotions and movie product placements both within the marketing mix, and as elements of new product launch activities
As civilization grows and the tentacles of mass media stretch into mankind’s mind from every direction, it is important to note the damaging effects of the images being shown to the masses. In a society where the model being used to sell products to the consumer is on average 20% thinner than the demographic of the consumers themselves (Abraham 3), it’s impossible to ignore the influence these marketing campaigns have on individual psyches. This is supported by the Dittmar and Howard Journal statement on the negative effects of media influence:
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.
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
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.
Maasik, Sonia and Jack Solomon. “Brought to You B(u)y: The Signs of Advertising.” Signs of Life in the USA: Readings on Popular Culture for Writers. Boston; Bedford, 1997. 172. Print. 10 Mar 2014.
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
We see advertisements all around us. They are on television, in magazines, on the Internet, and plastered up on large billboards everywhere. Ads are nothing new. Many individuals have noticed them all of their lives and have just come to accept them. Advertisers use many subliminal techniques to get the advertisements to work on consumers. Many people don’t realize how effective ads really are. One example is an advertisement for High Definition Television from Samsung. It appears in an issue of Entertainment Weekly, a very popular magazine concerning movies, music, books, and other various media. The magazine would appeal to almost anyone, from a fifteen-year-old movie addict to a sixty-five-year-old soap opera lover. Therefore the ad for the Samsung television will interest a wide array of people. This ad contains many attracting features and uses its words cunningly in order to make its product sound much more exciting and much better than any television would ever be.
This paper is a piece of research involving a new measure in the ability to understand the effectiveness of a commercial. The project was evaluated by the rate of work given to be able to watch or listen to commercials. Techniques like the ones used reach back to a familiar name, B. F. Skinner. Recently, his techniques have been refined in order to study the behavior of humans. Changes and additions have been made to increase the ability of the recording apparatus. These include the recording of both forms separately, the ability to control slide or sound stimuli to keep from repetition or delays, and variations in the required amount of reaction for each subject. D’Arcy Advertising Company asked Associates for Research in Behavior (ARBOR) to use four separate, 60 second commercials. The main reasons for selecting four different commercials was to measure the different focus level for each, the different amount of interest for different forms of commercials of the same commercials, and to develop rankings for the commercials (Nathan & Wallace, 1965).