David Foster Wallace observed that television commercials
appear less interruptive if programs are made to resemble ads (p. 177). An effective,
covert, and widespread approach to achieving that end is the use of product
placements. But unlike traditional commercials, which interrupt programs,
product placements can seem non-intrusive or even subliminal to the viewer
while being cost-effective for the advertiser and lucrative for the program
producers.
Product placement techniques vary. A common approach is to
casually, but clearly, show the product in the foreground or background of the
set. A can of Coke, an iPhone, a Sony PlayStation, a box of Cheerios, an Acura,
or a billboard touting Pepsi might to the viewer seamlessly fit in with the
program’s narrative. In 2012*, advertisers invested nearly $8.25 billion in
product placements. Programs such as Modern
Family, Breaking Bad, The Office, House of Cards, and American
Idol (with a whopping 577 placement ads in 2012) welcomed the practice. To
further bamboozle the viewer, some placements were digitally inserted into
programs post-production. Although placements especially dominated television,
the procedure had infiltrated other media including steaming videos, video
games, theatrical films, and most anything on the Internet.
I accept that I must tolerate ads while viewing commercial television; however, I find product placements intrusive and manipulating. My rage intensifies when placement ads befoul so-called commercial-free programs. With a nod to Althusser, the practice of product placement seems like another example of the commodification of popular media.
I accept that I must tolerate ads while viewing commercial television; however, I find product placements intrusive and manipulating. My rage intensifies when placement ads befoul so-called commercial-free programs. With a nod to Althusser, the practice of product placement seems like another example of the commodification of popular media.
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| 30 Rock--Apple Placement |
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| BreakingBad--Coke Placement |
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| American Idol--Coke Placement |
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ReplyDeleteJim, I agree that product placement, while decreases the number of commercials, can be annoying and almost pushy sometimes. Though the products being advertised in television shows and movies might not seem too obvious or like they’re being shoved in the audience faces, I feel like it sort of violates the art of film. An example of product placement that comes to mind is The Truman Show. This movie definitely exaggerates product placement and they take a satirical stance against this tool which I find to be amusing. While product placement may be a good way for companies to gain advertising I think it’s sometimes intrusive and can break the reality of the television show or movie.
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