product placement
DESCRIPTION
A Power Point from my lecture of Product Placement at the Conference of culture and identity; Kalmar 2009. The presentation contains several filmclips. Unfortunately, the films exceeds maximum file sizeTRANSCRIPT
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WHAT IS PRODUCT PLACEMENT? HISTORICAL BACKGROUND HOW E.T. CHANGED EVERYTHING.. SEINFELD – THE JUNIOR MINT FRIENDS & OTHER TV-SHOWS THE REBIRTH OF JAMES BOND UNETHICAL PRODUCT PLACEMENT CONCLUSION
PRODUCT PLACEMENT
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WHAT IS PRODUCT PLACEMENT?
EXCHANGE OF SERVICE HIDDEN CORPORATE MESSAGE DIFFERENT KIND OF PRODUCT PLACEMENT TIVO KILLED THE ADS?
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HISTORICAL BACKGROUND
THE SILENT ERA THE 50´S A INNOCENT TIME?
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HOW E.T. CHANGED EVERYTHING..
THE SPIELBERG ALIEN – A POP CULTURAL ICON IN THE 80´S M & M REFUSED TO PARTICIPATE REESE´S PIECES LEAPED 65 % AFTER THE PREMIERE NEW STANDARD FOR CORPORATE INVOLVEMENT IN FILMS
$
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SEINFELD – A SHOW OF NOTHING CHANGED EVERYTHING
POPULAR 90´S SITCOM PRODUCTS A RECURRING THEME A SHOW ABOUT NOTHING 1993 - THE FIRST EPISODE DEVOTED TO A SINGLE BRAND
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SEINFELD – A SHOW OF NOTHING CHANGED EVERYTHING
PLACEMENT ALLOWED JOKE ON THE BRAND CHANGED ATTITUDE TO PRODUCT PLACEMENT IN TV
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FRIENDS
GLOBAL SUCCESS AIMED TO A YOUNG AUDIENCE PRODUCT PLACEMENT IN THE PLOT RALPH LAUREN VIRTUAL PRODUCT PLACEMENT
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24
ABOUT A COUNTER TERRORIST UNIT -CTU
-REFLECTS THE REAL PARANOIA FOR TERRORISM PRODUCT PLACEMENT FOR CELL PHONES JUSTIFIED THE USE OF TORTURE IN IRAQ & AFGHANISTAN
FOR AMERICAN SOLDIERS
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THE REBIRTH OF JAMES BOND
BOND MOVIES ALWAYS SHOWED NEW PRODUCTS MALE FANTASY OUTDATED AFTER THE COLD WAR AS WELL AS BONDS VALUES FRANCHISE UPDATED IN THE MID 90´S TIME TO SELL GADGETS..
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”GOLDENEYE” 1995
A NEW LEVEL OF PROMOTION $3 MILLION TO SWITCH FROM ASTON MARTIN TO BMW Z3 FROM ROLEX OMEGA WATCHES
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”TOMORROW NEVER DIES” 1997
CRITICIZED FOR TO MUCH COMMERCIAL, $160 MILLION FROM SPONSORS
ERICSSON ADMIT FAULTS BUT CONTINUE TO SUPPORT 007
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”DIE ANOTHER DAY” 2002
NEW RECORD FOR PRODUCT PLACEMENT $35 MILLION TO RETURN BOND TO ASTON MARTIN
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”CASINO ROYALE” 2006
HUGE ANTICIPATION FOR THE FIRST IAN FLEMING NOVEL THE TREND OF TEXAS´HOLDEM POKER FEWER BRANDS, MORE INVOLVEMENT NO FANTASY GADGETS
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”QUANTUM OF SOLACE" 2008
FORD KA, SONY ERICSSON C902 CYBER-SHOT PHONE,
OCEAN SKY, JAMES BOND THE HARDEST SPONSORED ACTION HERO
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UNETHICAL PRODUCT PLACEMENT
WHAT´S UNETHICAL PRODUCT PLACEMENT? PRODUCT PLACEMENT FOR 44 MAGNUM, A HUGE SUCCESS THE COMMERCIAL EFFECT OF 007´S NEW GUN WALTER P-99 GLOCK PROMOTION IN U.S. MARSHALS 1998
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CONCLUSION
GOOD AND BAD PRODUCT PLACEMENT?
MOVIES MORE EXPENSIVE TO SHOOT THESE DAYS
IDENTITY PLACEMENT WHAT SHOULD BE ALLOWED?