Product placement : between sponsorship and advertising

Everyone has already seen product placement in movies or TV shows, but are we really aware about it ? Product placement is when branded goods  are placed in a context usually devoid of ads (movies, television shows, news programs, publishing, sport, video games…). I would like to focus on product placement in movies. Nowadays, product placement is a real part of the film budget. The film director use a specific brand in his movie’s props (cars, computers, food and drink, clothes…) and he gets something from the company he has chosen. It may be a financial compensation (5.000 to 10.0000 euros) or a supply of product.

Some examples of recognizable brand names appearing in movies:

 

Apple-  Kick Ass

 

 

Mac Donald – The fifth Element

 

Converse – I am a legend

 

 

The relationship between cinema and advertising is very important. The result of product placement and the economic kickstart that it provides are very more efficient than with the other ordinary advertising ways. It is really different from “in-your-face” ads. The goal is to find the most effective ways to reach consumers, who are captive by the movie and not suspicious of advertising. Companies and brands want their products to be visible within a scene, but not the focus. Incorporation of products should be into the actual plot of a film and take part of it. When done correctly, product placement can add a sense of realism to a movie.

Here is a brief history of conspicious product placement in Movies, really interesting:

 

Nowadays this form of advertising/sponsorship is very used in all movies. There are also specific corporate positions and entire agencies that can handle the job. So, next time you watch a movie, try to keep an eye out for products or brand-names you recognize…