Product Placement

10670 Words Mar 19th, 2011 43 Pages
Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the good or service is featured. Product placement became common in the 1980s.
In April 2006, Broadcasting & Cable reported, "Two thirds of advertisers employ 'branded entertainment'—product placement—with the vast majority of that (80%) in commercial TV programming." The story, based on a survey by the Association of National Advertisers, said "Reasons for using in-show plugs varied from 'stronger emotional connection' to better dovetailing with relevant
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Publisher P. S. Harrison’s editorials strongly reflected his feelings against product placement in films. An editorial in Harrison’s Reports criticized the collaboration between the Corona Typewriter company and First National Pictures when a Corona typewriter appeared in the film The Lost World (1925).[15] Harrison's Reports published several incidents about Corona typewriters appearing in films of the mid-1920s.
Among the famous silent films to feature product placement was Wings (1927), the first film to win the Academy Award for Best Picture. It contained a plug for Hershey's chocolate.
Another early example in film occurs in Horse Feathers (1932) where Thelma Todd's character falls out of a canoe and into a river. She calls for a life saver and Groucho Marx's character tosses her a Life Savers candy.
The film It's a Wonderful Life (1946), directed by Frank Capra, depicts a young boy with aspirations to be an explorer, displaying a prominent copy of National Geographic.
In the film Love Happy (1949), Harpo Marx's character cavorts on a rooftop among
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