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Product Placement

English 10 2012. Product Placement. Let’s look at Hidden messages…. What do you see?. What do you see?. What do you see?. What do you see?. What is Product Placement?.

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Product Placement

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  1. English 10 2012 Product Placement

  2. Let’s look at Hidden messages…

  3. What do you see?

  4. What do you see?

  5. What do you see?

  6. What do you see?

  7. What is Product Placement? • Is a paid product message aimed at influencing movie or television audiences through an unobtrusive entry of a branded product into a movie or television programme • Usually, these placements are subtle: a can of Coke seen when a refrigerator door is opened, a box of Cheerios on the breakfast table. • Some are so obvious it seems the producers simply had the screenwriter leave a blank in the script and sold the spot to the highest bidder. • This clip demonstrates product placement in a satirical way: http://www.youtube.com/watch?v=KjB6r-HDDI0&feature=fvwrel

  8. History of PP • PP has been used as early as the days of silent films when actors would film in front of restaurants and in return, the restaurant would feed the cast for free • Even though it has been used a lot in every decade, it became very popular in the 1980’s

  9. Why are they called Soap Operas? • Before movies and television, soap opera radio broadcasts comprised a large part of popular entertainment. • They were called “soap operas” because they often mentioned various soap products within the storyline in exchange for financial support from their household cleaning manufacturing sponsors, like Proctor and Gamble.

  10. The Cost of Product Placement • In the 2004 - 2005 television season, over 100,000 product placements were embedded in the broadcast networks alone: ABC, CBS, NBC, FOX, UPN, and the WB. • The product placement market is growing rapidly and the value of the industry in 2005 was estimated at $4.24 billion. • In lieu of cash, many negotiations call for the product company to contribute goods to the production for daily use or special events, for the crew at the finish of filming, as well as vehicles and legal clearances that can provide significant cost savings to the filmmakers.

  11. Cost Examples “Minority Report” • Steven Spielberg’s film “Minority Report” reportedly received $25,000,000 in product placement revenues, which is about one-quarter of its production budget.

  12. What are the main benefits of Product Placement? • Lower cost than producing and running a commercial • Increase in brand awareness • No Commercial Skipping - since your product is integrated into the show, you have a 'captive audience‘ • Perceived Endorsement - your product/services will be linked with the stars/characters on the show. • i.e., Kevin from “The Office” and M&Ms http://www.youtube.com/watch?v=t-L7vpiAfO8 • Realism - consumers feel that products integrated into a show have a higher perceived value then similar products advertised during the same show.

  13. Discussion Questions • Who paid for the advertisement? • What is the purpose of the advertisement? • Who is the target audience? • How do people in the PP feel about the product? How do you know?

  14. Product PlacementNews Stories- Elian Gonzalez Adbusters Spring 2000

  15. Product PlacementTelevision shows- Junior Mints • In Seinfeld • Don't be afraid to laugh at yourself: Junior Mints, Seinfeld (1990s) • Warner-Lambert Co.'s Junior Mints brand was just one beneficiary of the Seinfeld product-placement bonanza. • "Now everybody knows that episode as the 'Junior Mints episode.'"

  16. Product Placement in Movies • Product Placement in ‘I, Robot’

  17. Product Placement: Costs2008

  18. Effects of Product Placement • Hey, this is for real! Reese's Pieces, ET (1982):The decision to feature Reese's Pieces in ET catapulted the product-placement craft into the Hollywood mainstream. Reese's Pieces leapt onto kids' mental menus and sales shot up 65%; Mars, the maker of M&Ms, had passed on the opportunity. • Pitch your weakness, not your strength: Budget Rent-a-Truck, Home Alone (1990). • Budget was a major player in car rentals, but its truck-rental business was being obscured by household names like U-Haul and Ryder. Budget struck gold when it put polkameister John Candy and his merry band -- along with Jan Hooks, playing Macaulay Culkin's mom -- in a Budget moving van making the long haul back to Chicago.

  19. Top Programs for Product Placement on Broadcast TV (Q1 2008) • Source: PlaceViews, Nielsen Product Placement Service, May 2008

  20. Questions: Let’s answer them together • What is the product being advertised? • Who paid for the advertisement? • Who is the target audience? • What emotional needs and desires does the product placement appeal to? • What ideas and feelings are associated with the product? In other words, how do the people feel about the product?

  21. Product Placement ClipsFirst, let’s discuss the questions • Runaway Bride • http://vimeo.com/2084275 • The Office • http://www.youtube.com/watch?v=Xcf4JBWBoEE

  22. Product Placement: example 1TV Shows- Answer questions Adbusters June/July 2000

  23. Do you think Product Placement will be the main advertising method in the future? • Many experts agree that Product Placement will play a leading role in the future commercial world. • In particular with soft drinks and online advertising was thought to be one of the main methods.

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