Product placement is a non-traditional method of promoting brands through making them appear in media such as films and videos in a way that looks unplanned. In the early 19th-century cinemas were popular among most of the Americans. In their free time, people will crowd the cinema halls to watch their favorite plays. With the technological advances, people were able to afford personal TVs to watch movies from the comfort of their homes. More movies and films got into the market attracting million of viewers from all over the world.
In the mid-1930s, TVs started to outdo radios in the market. Different movies gained sponsorship from corporate organizations. In return, the movies were to use the products of the sponsoring company where viewers will be able to spot such products with ease. The first product placement advertising was witnessed in the early 1940s when Unilever and Procter & Gamble used the widely viewed Soap-operas as a means to make their products public. From then, different corporate organizations such as fashion, music, automobile, telecommunication, mortgage, and other industries took over the movie industry as a way of promoting their products.
Product placement advertising in movies can be termed as a “benefit-mix” plan. Corporate organizations use this means of advertisement to prevent the shortcomings that arise when the traditional methods of advertising are used. Since it is a benefit-mix plan, corporate organizations use both the aspect of advertising and publicity while utilizing all the advantages that come with product placement. The most important aspect of product placement in movies is that it more credible than when an advertising organization is used. Moreover, this method of advertising, in case well-positioned, can lead to the advert reaching many people as far as they watch the video. Finally, product placement in videos is a better way to attract a specific audience or target population. For instance, movies like Fast and Furious target those who love fast and luxurious cars. Therefore, a viewer will be tempted to buy the same product used by Vin Diesel and the crew to enjoy the same thriller they watch. However, this method of advertising can sometimes be ineffective among the viewers who are not keen on the merchandise used in the movie. Also, it needs the wits of the viewer to evaluate the essence of the product used or placed within the movie to understand how useful it can be in real life.
Today, product placement is almost in all movies I watch. I like fashion and comical movies. The reason I changed my preference from action movies to fashion movies is because the latter is full of fun and portray reality in life. The former, however, is full of fictions and shows how human activities such as technology can be good or bad to the human race. From what I have watched so far and read in books, product placement has gained popularity majorly because people live according to what they see and hear. According to Balasubramanian (36), the mind of viewers is manipulated in a massive way through what they watch on movies. Our minds are like a hollow log, the much we watch, and the much our “hollow” brains get filled with what we will actually believe to be true. To make this possible without much conflicts, product placement in movies are done in a way one will think it was just a coincidence or that it is part of the movie. The better the placed product performs well in the film makes it more popular among the viewers.
Most of the readings I have made on advertising conclude that most corporate organizations have learned that traditional advertising is getting out of fashion. People no longer trust organizations that make ads; they rarely read billboards and do not trust social media. There is a paradigm shift in the field of advertising. Cowley (92) asserts that it is beyond any doubt that product placement is changing the way organizations are promoting their products.
However, Cowley (96) warns that there are some of the shortcomings that can arise when an organization depends heavily on product placement in movies. First, product placement advertisement in movies requires the attentiveness from the side of the viewer. Inattentive viewers can miss the most important aspect of the product. Apart from the issue of getting attentive, there are cases when the viewers get the wrong interpretation of the intended plan. Just like Grey (1) puts it, the placements of Moet Chandon are too obvious in the Great Gatsby movie. A viewer of the movie will feel that it is more of a traditional advertisement than product placement. Therefore, in case wrongly planned, product placement in movies can be tragic on the side of the corporate organization in question.
It can be concluded that product placement in movies is taking product promotions to greater heights. Instead of depending on organizations to make an advert to promote a product, corporate organizations have found it easier and more convenient to use the massive audience watching movies as the targeted population. This is a good move; however, cautions must be taken to prevent a case where the intended audiences form a different view apart from what was intended. An organization using product placement as a method of promoting their product, in case they do it in the right way, can enjoy plenty of goodies. First, the organization will avoid the conflict witnessed in the traditional method of advertising. Secondly, product placement advertising in movies has a longer lifespan and will serve as many generations as possible.
Works Cited
Balasubramanian, Siva K. "Beyond advertising and publicity: Hybrid messages and public policy issues." Journal of advertising 23.4 (1994): 29-46.
Cowley, Elizabeth, and Chris Barron. "When product placement goes wrong: The effects of program liking and placement prominence." Journal of Advertising 37.1 (2008): 89-98.
Grey, J. (2013). “The 15 Most Shameless Movie Product Placements Of All Time. Business Insider.” Retrieved from <<http://www.businessinsider.com/15-worst-movie-product-placements-2013-5>>
