If you’re a fan of the TV show The Big Bang Theory, you’ve probably noticed that the tins of cold drink on the tables in our favourite nerds’ cafeteria look suspiciously like some well-known brands. That’s the key though, they look like the famous brands, but they’re not. What you have there is obvious product placement avoidance. Some shows, movies, and even theatre productions don’t choose that route, instead they embrace product placement.
In fact, product placement is becoming more common, and more accepted, as brands, big and small, want to take advantage of the influence that some TV shows and movies have on the public. Also, the advent of digital video recording technology that allows TV viewers to skip advertisements means that brands are getting less value out of traditional advertising slots. Product placement in TV series is a good substitute.
What is it, exactly?
Wikipedia uses the European Union’s definition of product placement, which is any audiovisual communication that references a product or service or trade mark within a program. BusinessDictionary.com defines it as an advertising technique used to subtly promote products through appearances in film, TV, and other media. Companies usually have to pay for product placements, although they can be bartered, and sometimes they’re given for free.
(Apple is apparently very good at getting free product placements. According to reports, in 2011, Apple products appeared in over 40% of box office hits and in 891 TV shows. While it may not ‘pay’ for placement, it has been known to provide devices for use by stars and crew.)
Types of product placement
There are three broad types of product placement, which can be used in various combinations.
1) Visual, where the product is simply seen in the shot. It could be a can of cold drink, a pizza box, or a truck with advertising on side. This might also include instances when a genuine TV ad for a particular product appears in the background.
2) Audio, where the product is mentioned by the characters. It could be a reference to a fast food chain, or an expressed desire for a particular thirst-quenching beverage.
3) Use, where the characters actually use or somehow engage with a product. It can be when the character drives a particular car, uses a particular smartphone, or wears a particular brand.
Is it effective?
The simple answer is that yes, it’s is effective. The degree of effectiveness varies, however. For example, a study on the success of a product placement in an episode of Seinfeld found that audiovisual product placements are the most effective. Visual-only placements are second best when it comes to recall, but audio-only placements are second best when it comes to recognition.
It also depends on how many products are being used. Effectiveness diminishes with the number of different products.
According to Wikipedia, other factors that influence effectiveness include:
- The character. Products used by attractive heroes are more successful than those used by nasty villains. But, products that are used by engaging villains that the public love to hate are also successful.
- Prominence. Apparently, people don’t like prominent (read glaringly obvious) product placements. They like more subtle suggestions, rather. As soon as the product becomes prominent, it becomes distracting and detracts from the movie or the show.
- Context. The placement has to fit in with the context of the movie or show. Fit should be seamless for placement to be effective. It shouldn’t ring false, in other words.
- Timing. Placements in the first half of a show or movie are more effective than those in the second half.
- Brand awareness. The more aware people are of brands, the more likely they are to pick up on product placements and more likely to be influenced by them.
Outside of TV, film and theatre
Product placements are also used in other contexts, like in video games (which is becoming increasingly popular and increasingly competitive and lucrative), at sports events, and even at universities. For example, Daniel Hamermesh (freakonomics) says that at least one university has started using product placement as a method to raise funds. He cites a university that has Dell logos displayed in the Dell Computer Science Center, which also has displays for eBay and PayPal.
There are some people who think that product placements are crass, crude, and unethical. But there are also those who think that if brands are displayed tastefully, then why not let brands benefit from them. Besides, it works both ways. Brands get exposure, but films and TV series also benefit from the brand’s reputation.
Jemima Winslow loves looking for product placements in TV shows and films. Not necessarily because she wants to rush out and buy the products, but because she admires the way some brands approach placement with an artist’s brush and some with a sledge hammer.
