Product Placement Essay

1477 Words 6 Pages
Product placement can be considered a new marketing tool when associated within motion pictures and television. It can result in a more positive brand attitude when the product is associated with a character or group of characters that are preserved to be positive in the eyes of their audience. It is the intention of this study to look at the effects of product placement and it’s use in combination with advertising and their effects on the target audience. This literature review is an attempt to view both sides of the controversial issue.
Problem Statement
The problem of this study is the effect of product placement, used as a marketing tool, in motion pictures, television, literature, Internet, and in games, and the effect
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(Bauder, 1999)
New technology is making product placement in movies easier and easier. Bauder reported, “TV viewers probably barely noticed the Coca-Cola can on a desk and the Wells Fargo billboard in the background of a recent episode of UPN's drama "Seven Days.'' The actors certainly didn't notice --because the soda can and billboard weren't even there when the series was filmed. It was the first prime-time test of a technology that allows advertisers to have products digitally added to a scene, a practice that could blur beyond recognition the line between entertainment and advertising.” (Bauder, 1999) He went on to comment, “The product placements were quietly done as an experiment during one episode two weeks ago to gauge viewer reaction. The response is still being evaluated, UPN spokesman Paul McGuire said.” (Bauder, 1999)
This technology is not just used in television and movies but also in sports, video games, and even literature. “The technology has been used in sports, to add commercial billboards in the background of baseball games.” “Although product placement is popular in movies but much less so on television, where there are plenty of opportunities to run full-fledged ads.” (Bauder, 1999)
“The first Product Placement was in the "African Queen" starring Humphrey Bogart & Katharine Hepburn with a bottle in Gordon's Gin
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