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Chapter 6
2/15/11
Product Placement
To me product placement is the most efficient and the biggest success. There’s nothing I love more in a movie or a television show than a good product placement. Considering I want to and plan on going into the film industry, I know and understand that product placement is a major part of it. I think that the biggest product placement of all times and the one that truly set the bar was the Reeces Pieces in E.T. But not all product placements are up front like that, they can be hidden in the background so your mind registars it but you don’t pick up on it right away.
I think that product placement is also the safest and most clever way to promote a product. While the company whose product is being promoted is fronting money to pay to have their product in the film, they gain sales but the real win is for the film. With these products placed into the frames, it makes the situations look more lifelike and therefore it allows the viewers to relate to what they are watching more.
Therefore I feel strongest about product placement because it is a win win for both parties, the production crew and the product. Product placement doesn't say buy my product or give you a 2 min speech on how it is the best product in the world. They simply stick the product into the scene with an influential actor/actress and you immediately associate them with the product and decide for yourself whether you think that the product is worth buying or not. Inevitably it is up to the viewer to decide what you want to think about the product, unlike the Benetton ads that forced their own opinion on you. Benetton had very strong views and either you fully liked it or fully hated it, there was no in between and therefore was a very tricky campaign. With product placement, there is no forced idea, you can put the product in the good guys hand, but it is ultimately up to the viewer to decide.
Therefore I feel strongest about product placement because it is a win win for both parties, the production crew and the product. Product placement doesn't say buy my product or give you a 2 min speech on how it is the best product in the world. They simply stick the product into the scene with an influential actor/actress and you immediately associate them with the product and decide for yourself whether you think that the product is worth buying or not. Inevitably it is up to the viewer to decide what you want to think about the product, unlike the Benetton ads that forced their own opinion on you. Benetton had very strong views and either you fully liked it or fully hated it, there was no in between and therefore was a very tricky campaign. With product placement, there is no forced idea, you can put the product in the good guys hand, but it is ultimately up to the viewer to decide.
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