English 102012

Let’s look at Hidden messages…

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

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

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.

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.

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

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.

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?

Adbusters Spring 2000

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.'"

Product Placement in ‘I, Robot’

Brand Program Duration (min.sec)

Value $

NFL According to Jim

10.56 $9 871 666

AT&T American Idol 5.20 $6 267 128

Pontiac G6

Oprah 3.43 $5 363 562

Crest Apprentice 2.35 $4 415 335

Pringles Survivor 1.17 $1 626 612

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.

Program Total # Occurrences

Biggest Loser 3,977

American Idol 3,291

The Apprentice 1,646

Extreme Makeover Home Edition 1,603

Americas Next Top Model 574

•Source: PlaceViews, Nielsen Product Placement Service, May 2008

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?

Runaway Bride http://vimeo.com/2084275

The Office http://www.youtube.com/watch?v=Xcf4JBWBoEE

Adbusters June/July 2000

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.