Product Placement, also called embedded marketing, came to be in the 1980’s. It was writing a product into a script of a movie or a television show as a subtle advertisement for the corporation. At first there was much criticism about it but nonetheless it gained popularity and the fees grew exponentially (Vivian 309-310). Some examples of product placements would be in the movie “Legally Blonde” They show the car she is driving on many different occasions. The first and I’m guessing the most expensive shot was when she leaves for D.C.
There are a lot of different places that corporations decide to put there products into a big screen movie or show. Such as; Hollywood Movies, Television, and even in Games. It seems like companies are always finding new ways to get their product out there and in the coming posts, you will see just how!
In my own opinion I love product placement because I think it brings the movie and/or show closer to how we live. Such as seeing a product that you use everyday, it could be a blow dryer or your favorite food that pop up on the screen, and I feel as though I’m more related and able to connect to the movie/show.
Companies have even began integrating product placements into video games. They have changed some of their focus to gaming, and I would say it’s a good thing too because typically advertisers pay $20,000 – $100,000 to have their message displayed in the game. There is a lot of success with this because of the age groups that play certain types of games. Around half of Americans 6 years and older play video games and men 18 years and older make 26% of gamers (Vivian 298-299). So as you can see the success comes from a pretty big percentage of America.
Product Placement in gaming has some upsides and downsides. Some of the upsides include the fact that the advertisement can be changed from one product to the next in an internet based game. Some companies even have programs that keep track of how many gamers see the advertisement. Although there are some good things, we all know there is bound to be something bad such as having some games take a very long time to develop requiring advertisers to have a campaign for their product far more ahead than they would probably like (Vivian 298-299).
One example of a video game product placement is in Burnout Paradise with political campaign ads on the billboards. This could be an example of an upside and a downside because voting campaigns do start early but the programmers would need it very, very early.
Although I have never seen an advertisement in a video game I do think that based on the statistics it is a growing place to put product placements. Really the only reason I have never seen one is because I never play games (except to watch a few times). I feel as though while people are gaming they aren’t paying too much attention to advertisements but subconsciously they might see something that to them is something they would need.
Product Placement eventually went into TV, I assume because they realized the potential such things could bring. In 1999 TiVo became a thing of importance and so did other devices that people could use to watch television commercial-free. The industry was worried because, well, how would they get their products out there for the audiences to see? The solution was more product placement deals than ever before. “Advertisers spent an estimated $941 million for product placements on television in 2010”(Vivian 309-310). They have become a huge success in the TV industry.
A big example of product placement in TV is “American Idol” and how they drink from Coca Cola glasses (Vivian 309-310). Other examples include; “Friends” with the showing of Oreos, and also when games such as Baseball, the TV director can place ads onto the green or blue backgrounds that they crowd sees (PVI).
My own opinion about Product Placement in television is that I think it is very clever. Television shows are more related to our day to day lives rather than a Hollywood Block Buster. Therefore when the cast uses certain products that we are likely using in our lives it makes the show seem more realistic. Obviously in a reality TV show they are actual real people non-scripted, in some instances, but in a scripted series the products are likely to be seen again (like in “Friends”) because it is something that the character would like.
All in all I do believe that product placement has big opportunity in our world today because it is such a creative thing and there are many different ways you can show them. Based on what you have read there is an obvious conclusion that product placement is in many things we see in our day to day lives. Also as you can see it is growing, first with Hollywood and then integrating itself more into television, and now showing up in video games. I think it will keep expanding into many different aspects of media in different forms. I hope this was enjoyed by your spectacular eyes! Have a great day!
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Product Placement . 2013. Photograph. emerging-advertising-mediaWeb. 4 Dec 2013. <http://emerging-advertising-media.wikispaces.com/Product Placement>.
PVI, . 2004. Photograph. Product Placement in Television & FilmWeb. 26 Nov 2013. <http://www.frankwbaker.com/prodplacementtv.htm>
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Vivian, John. The Media of Mass Communication . Eleventh Edition. Upper Saddle River, New Jersey: Pearson Education Incorporation , 2013. 298-299. Print.
Vivian, John. The Media of Mass Communication . Eleventh Edition. Upper Saddle River, New Jersey: Pearson Education Incorporation , 2013. 309-310. Print.
Windheim, Justin. Does Product Placement Blur Consumer Perception. 2012. Photograph. Star Group Blog, New Jersey. Web. 3 Dec 2013. <http://www.stargroup1.com/blog/does-product-placement-blur-consumer-perception>.