Sociology 2172A/B Lecture Notes - Chanel No. 5, Charlie Sheen, Subliminal Stimuli

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Published on 20 Apr 2013
School
Western University
Department
Sociology
Course
Sociology 2172A/B
Professor
Product Placement 2013-04-20 5:43 PM
An advertising technique used by companies to subtly promote their
products through a non-traditional advertising technique, usually through
appearances in film, television, or other media
In the past, shows were focused on not revealing the brand
o Trailer Park Boys Fuzzed out labels on chip bags; chances
are the company didn’t want to be associated with Trailer
Park Boys
Agreement between a manufacture and media company
90% involve no exchange of money
Ford & Chevvy Fight over who had the “good guys car” in the
movie
Product placement dates back to the 1800s
1800s Debut: http://www.youtube.com/watch?v=j4hP2fL8liE
o Sunlight (soap) advertised in a march
E.T. First example of product placement being used and paid off;
kid dropped Reeses pieces to find his way back
Product Placement Montage
http://www.youtube.com/watch?v=VDsqySu0vMA
o Sex and City Chanel; Louis Vuitton, Starbucks, Sprint, LG
o Superman Coca Cola, Marlbaro
o Spiderman Dr. Pepper, Carlsberg Beer, Cingular, Samsung,
Presidential
o I am Legend Mustang
o Iron Man Burger King
Our age group doesn’t notice advertisements in movies as much
anymore; when it’s too prevalent we realize the company is
sponsoring the movie; James Bond’s movie makes it look like a car
commercial throughout the chase
Some of our age group finds it annoying when the movies try to
hide the brand name E.g. Putting something to cover the Apple
on a Macbook
If movies put an obscure brand you're more likely to notice it
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American Idol Coca Cola
Breakfast Television Tim Hortons
E.T.
1982 film featured Reese’s Pieces in a pivotal scene
o Deal involved no money
o Sales jumped 65% in 2 weeks
o Became successful advertising tool
Prior to this, Reese's Pieces were a joke
One viewer said using Reese’s was ridiculous because no one ate
them and that they should have used M&Ms Reese’s Pieces
basically became popular over night
Mars didn't think it would be worthwhile to have their product in the
movie
980s – CBC soap opera Riverdale producer
Used product placement to provide realism
250 different brand names
"If people are going to believe they're inside a Canadian mall,
they're not going to believe it unless there are real companies and
brand names around”
"A lot of our work is making sure the product sits in environments
where it really belongs, that it won't insult the company”
Have to show the product in a good light Don’t want to show
James Bond drinking Heineken and then getting in an accident
When Product Placement Goes Bad
Reebok’s breach-of-contract suit in Jerry Maguire
Movie was supposed to end with a full length commercial with the
closing credits
Out of court settlement of $10 million
Tomorrow Never Dies
1997
Largest product placement up to this 1997
Over $100 million in marketing campaigns
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James Bond went on to advertise for Visa
BMW, Heineken, Erickson, Loreal
Die Another Day – 2002
$120 million in marketing campaigns
Aston Martin is a Ford product
Famous Product Placements
Budget Rent-a-Truck in Home Alone
Red Stripe Beer in The Firm sales in U.S. rose by 50%
Junior Mints in Seinfield
Pizza Hut Pizza and Nuprin pain relievers in Wayne’s World
Ray Ban glasses in Risky Business and Men in Black
Predator 2 sunglasses worn in Men in Black sales tripled to
almost $5 million as a result of the movie
Chanel perfume in Anastasia first product in an animated movie
Hasbro action toys in Small Soldiers
Virtual commercial in Toy Story and Toy Story 2 going down
Barbie isle in the store; Mr. Potato Head
Warner Bros. film You’ve Got Mail is tied to America Online
America Online was the first of the email companies
Largest Venues – March 2011
American Idol (won)
The Celebrity Apprentice 127
America's Next Top Model 88
The Biggest Loser 88
Days of Our Lives
Cheerios Slaps the product in consumer’s face
Chex Mix
Modern Family – iPad Commercial
http://vimeo.com/10655196
Less of a product placement but more of a product kidnapping
Apple store shown on the show
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Document Summary

Park boys: agreement between a manufacture and media company, 90% involve no exchange of money, ford & chevvy fight over who had the good guys car in the movie, product placement dates back to the 1800s. 1800s debut: http://www. youtube. com/watch?v=j4hp2fl8lie: sunlight (soap) advertised in a march, e. t. Putting something to cover the apple on a macbook: if movies put an obscure brand you"re more likely to notice it, american idol coca cola, breakfast television tim hortons. James bond drinking heineken and then getting in an accident. When product placement goes bad: reebok"s breach-of-contract suit in jerry maguire, movie was supposed to end with a full length commercial with the closing credits, out of court settlement of million. Tomorrow never dies: 1997, largest product placement up to this 1997, over million in marketing campaigns, james bond went on to advertise for visa, bmw, heineken, erickson, loreal.

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