I Only Date Guys Who Drink Snapple
When consumers turn on their televisions, they are constantly bombarded with people trying to sell them things that they do not need. The moments in which someone is not trying to sell consumers something are rare. This is even truer these days where product placement is prevalent. Consumers see so many advertisements every day that it is no longer about how much information can be jammed into a thirty second television spot. It is about advertising while still entertaining. With the invention of TiVo and the option to fast forward through television, less people are sitting through the commercial breaks. Because of this, more and more companies are turning to product placement as an alternative to a straightforward television advertisement. Product placement occurs when a company pays a movie or television show to incorporate their product into the plot, advertising it in a more discrete way. With the amount of commercials and advertisements seen every day, many have become immune to them, so advertising agencies are forced to come up with new ways to make us want something. Often times, this means putting their product in the hands of an admirable fictional character. The mindset of advertisers is that if we want to be these characters, we will want what they have, which is true for most of us. When a positive character is seen with a product, it is more likely to produce brand loyalty. It is almost unheard of for a television character to drink out of a can simply labeled “Cola”. In this new wave of advertising, though, products usually come first and plots are written to accommodate the product.
The Essay on Television Advertising
In 2004, there were 5,500 TV advertisements and children who watching advertisements between 2 – 11 years old accounted for 22% (Cartere 2009). The roles of children in modern society are changing. Children continually assume larger roles in their homes and are becoming more involved in the shopping habits of the household. According to a survey, there are six most popular subscription ...
The pivotal moment for product placement as regarded by many is the feature of Reese’s Pieces candy in the 1982 Steven Spielberg film, E.T. However, product placement existed long before then. The first documented use of product placement in film was Lever Brothers’ Sunlight Soap in the Lumière brothers’ short Washing Day in Switzerland. In 1927, product placement for Hershey’s Chocolate appeared in Wings, the first film to win Best Picture. (filmcritic.com) It wasn’t until the eighties and nineties when product placement became more widespread. Films and television producers began to make deals with advertising agencies, agreeing to feature products in their films for a certain amount of money. The motivation for entertainment producers to agree to product placement is a bigger budget on their project. An advertising agency’s motivation to utilize product placement is the fact that less people are sitting through commercials, which cost about $50,000-$400,000 plus production to produce, whereas product placement costs a fraction of that. (monkeyjct.com)
Although it is cheaper and better in theory, product placement can be a risky method of advertisement. With product placement becoming more and more noticeable, advertisers and producers have had to find ways to do it without losing the loyalty of the people. The solution is to “understand” the consumer by making fun of product placement while still doing it. In the 1992 film, Wayne’s World, product placement for Pizza Hut, Doritos, Reebok, Nuprin, and Pepsi was featured. The film poked fun at product placement by having the products used by Wayne and Garth, followed by big smiles and thumbs up, all while talking about how product placement is for sellouts and why they were not going to do it. (Spheeris) Another example of this is the television show, 30 Rock, and their product placement for Snapple. In this episode, Liz Lemon argued against product placement for GE on their television show while she and her coworkers drank Diet Snapple while exclaiming that it tastes just like regular Snapple. She continues on her argument until being interrupted by a young, attractive woman who says, “I only date guys who drink Snapple.” before taking a sip. (Jack-Tor) This display of irony usually causes consumers to feel understood, thus appreciating both the film and the product more.
The Essay on Outdoor Advertising and Product Placement
... film. When Anlene brand product placement is done well, it allows consumers to see the brand whether they watch their favourite film at home on television, ... through appearances in film, television, or other media. Product placements are often ... product used, displayed, or significantly featured in a movie or show. Anlene companies are trying to promoting their products in popular movies and television ...
Product placement seems like a good idea, but does it really work? Apparently, it does. In the 1983 film, Risky Business, Ray-Ban’s Wayfarer sunglasses were worn by Tom Cruise’s character. That year, the seemingly endangered sunglasses company sold 360,000 pairs. (cnbc.com) In the 1982 Steven Spielberg film, E.T., after requesting to use M&Ms and being rejected by the Mars company, Hershey’s Reese’s Pieces were featured when a boy named Elliot leaves a trail of them for an alien named E.T. That year, the company’s profits were raised by 65%. (cnbc.com) Not only does product placement have to be both entertaining and discrete, but it also has to appeal to consumers with the use of Aristotle’s Appeals.
Ethos, pathos, and logos are all methods of persuasion that are often used in product placement. Ethos is an appeal that could occur when an admirable character is seen using a product. If a character is well liked, we will want to use the product he or she is using. Logos occurs when the script verbally mentions a product. Pathos occurs when the emotion we feel during a scene is attached to a product being used. When products are seen in movies or television, it gives consumers the feeling that the products are better and that it is cool to use them. This idea, along with Aristotle’s Appeals and brand promotions, result in brand loyalty.
Product placement may not be new, but it is more popular than ever. It may seem to be an advertising method that consumers will resent or be taken out of the “other world” movie experience by, but research and results show that it works. When it is properly executed, companies that use product placement often have the results of higher sales and brand loyalty. In this fast paced world where we don’t even have time for commercials; product placement is the way to advertise.
Works Cited
“The Art of Rhetoric: Ethos, Logos, and Pathos.” Rensselaer Polytechnic Institute (RPI)::
The Term Paper on Product Placement in the Hip Hop World
It all begins in 1986. Rappers Run D.M.C. are performing to a sold-out crowd at Madison Square Garden. Run stops the music and tells everyone to take off their Adidas and raise them in the air. The arena fills with the smell of fresh bought sneakers but to the Adidas executives their manager made sure were there, it reeked of marketing possibilities. The trio write an unabashed love letter to ...
Architecture, Business, Engineering, IT, Humanities, Science. Web. 15 Jan. 2012.
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“10 Big Successes in Product Placement.” CNBC. Web. 15 Jan. 2012.
<http://www.cnbc.com/id/43266198/10_Big_Successes_in_Product_Placement?slide=2>.
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