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8 views

document-blank four-4

Uploaded by

AL SULTAN
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Summary of Product Placement

The Japanese TV show Tiger and Bunny (2011) features superheroes who wear
costumes with sponsor logos like Pepsi and Bandai. This is a form of product
placement where brands are part of the story, building a positive image by associating
with heroic characters. Unlike traditional ads, product placement integrates products
into the plot, making them seem natural. For example, a character may use an Apple
computer or drive a Honda car without drawing direct attention to the brand.

Product placement solves a problem for advertisers: viewers often skip commercials,
especially with DVRs or online streaming. By embedding products into shows, brands
remain in the audience's mind even as they enjoy the story. For instance, the 2007
Transformers movie revived Chevrolet's Camaro sales, with 10% of buyers choosing
the yellow model featured in the film. However, too much placement can annoy
viewers, as seen with the Australian show The Block.

New media also uses product placement, such as video games featuring branded
items. While this method faces challenges like short content lifespans and risks of
online ridicule, it remains promising. Future strategies may include personalized
product placement based on user data. Advertisers aim to spark discussions about
products seen in shows, games, or apps, making them a natural part of viewers'
experiences.

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