The Use of Product Placement Within Recorded Visual Media

2756 Words Apr 24th, 2011 12 Pages
The use of product placement within recorded visual media.

Does it interfere with the film? And, Does it work?

When producing a film budget is a huge factor to consider. Product placement can create a large amount of the films creative budget. Film has always been used as a form of entertainment but since the 1980’s product placement has become more of a regular occurrence within this media. (The Truman Show, 1998) is a great example of how product placement is used within a film. Within the first four minutes we are shown a great example of “faux placement” where a fake product, in this case DOGFANCY, is shown to us as a popular social magazine. Within 30 seconds of this, Truman is forced against a poster advertising Free Range Kaiser
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A car that was only just being released at the same time as the film came out, what more could a car manufacturer ask for than the first few minutes of a Hollywood blockbuster showcasing just what their brand new car can do. As soon as the car has left the screen we are shown the “ever so subtle” McDonalds M along with massive billboards advertising Wicked the Musical and Q magazine. But the piece of product placement that I notice the most is when Will Smith’s character has (Shrek, 2001) on the TV and is reciting the lines. This film wasn’t even produced by the same company that was producing (I Am Legend, 2007) they had paid a very large sum of money to get their film, their product, into this motion picture, with the sole purpose of refreshing peoples memories of their film and therefore, hopefully, getting them to go out and buy it. (Hancock , 2008) another one of the many films Will Smith has starred in and produced gives multiple accounts of product placement within the first 5 minutes. With bottles of Jim Bean whiskey lying on the ground around Will Smith’s character in the first scene in which he is introduced. Seconds later after having his own Ray.Bans shot off his face, the criminals in the car scream at him saying “take my Ray.Bans man”. Will Smith, as a person, is sponsored by Ray.Ban and they feature heavily in all of his films. Two giants in the glasses world, Oakley and Ray.Ban, fought over product placement within the

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