Product Placement In Advertising Essay

1183 words - 5 pages

I Only Date Guys Who Drink Snapple

When consumers turn on their televisions, they are constantly bombarded with people trying to sell them things that they do not need. The moments in which someone is not trying to sell consumers something are rare. This is even truer these days where product placement is prevalent. Consumers see so many advertisements every day that it is no longer about how much information can be jammed into a thirty second television spot. It is about advertising while still entertaining. With the invention of TiVo and the option to fast forward through television, less people are sitting through the commercial breaks. Because of this, more and more ...view middle of the document...

In 1927, product placement for Hershey’s Chocolate appeared in Wings, the first film to win Best Picture. (filmcritic.com) It wasn’t until the eighties and nineties when product placement became more widespread. Films and television producers began to make deals with advertising agencies, agreeing to feature products in their films for a certain amount of money. The motivation for entertainment producers to agree to product placement is a bigger budget on their project. An advertising agency’s motivation to utilize product placement is the fact that less people are sitting through commercials, which cost about $50,000-$400,000 plus production to produce, whereas product placement costs a fraction of that. (monkeyjct.com)
Although it is cheaper and better in theory, product placement can be a risky method of advertisement. With product placement becoming more and more noticeable, advertisers and producers have had to find ways to do it without losing the loyalty of the people. The solution is to “understand” the consumer by making fun of product placement while still doing it. In the 1992 film, Wayne’s World, product placement for Pizza Hut, Doritos, Reebok, Nuprin, and Pepsi was featured. The film poked fun at product placement by having the products used by Wayne and Garth, followed by big smiles and thumbs up, all while talking about how product placement is for sellouts and why they were not going to do it. (Spheeris) Another example of this is the television show, 30 Rock, and their product placement for Snapple. In this episode, Liz Lemon argued against product placement for GE on their television show while she and her coworkers drank Diet Snapple while exclaiming that it tastes just like regular Snapple. She continues on her argument until being interrupted by a young, attractive woman who says, “I only date guys who drink Snapple.” before taking a sip. (Jack-Tor) This display of irony usually causes consumers to feel understood, thus appreciating both the film and the product more.
Product placement seems like a good idea, but does it really work? Apparently, it does. In the 1983 film, Risky Business, Ray-Ban’s Wayfarer sunglasses were worn by Tom Cruise’s character. That year, the seemingly endangered sunglasses company sold 360,000 pairs. (cnbc.com) In the 1982 Steven Spielberg film, E.T., after requesting to use M&Ms and being rejected by the Mars company, Hershey’s Reese’s Pieces were featured when a boy named Elliot leaves a trail of them...

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