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Essay / Research Paper Abstract
A 3 page research paper/essay that addresses product placement in films or sitcoms. Companies spend millions of their advertising dollars in order for their products to be seen in films and television shows. AOL, for example, reportedly spent between $3 and $6 million to be featured as the online email provider in You’ve Got Mail (Giovani, 1999). This huge sum and the practice of product placement in general bring up several questions, such as whether or not this is an effective way for businesses to spend their advertising dollars. Additionally, there is also the question as to how product placement should be viewed from an artistic standpoint. Bibliography lists 3 sources.
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3 pages (~225 words per page)
File: D0_khpropl2.rtf
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million to be featured as the online email provider in Youve Got Mail (Giovani, 1999). This huge sum and the practice of product placement in general bring up several questions,
such as whether or not this is an effective way for businesses to spend their advertising dollars. Additionally, there is also the question as to how product placement should be
viewed from an artistic standpoint. Addressing this question, Giovani (1999) points out that product placement creates a sense of verisimilitude. In real life, people do not tend to pour
milk from a ceramic pitcher, but rather from cartons bearing the logo of a creamery. When characters are shown using products, they become more "three-dimensional" to audiences because this mirrors
reality and also because the choice of products can often give the audience clues that aid in character development. For example, when Matt Damons character in Good Will Hunting talks
about Dunkin Donuts, this helps to establish that character as having a working class background (Giovanni, 1999). Similarly, James Bond is at least partially defined by his use of expensive
cars, fine clothes and caviar. Therefore, it can be concluded that product placement does accomplish specific artistic purposes that aid filmmakers in establishing characterization. But, does this form of advertising
prove equally beneficial to businesses? Turcotte (1995) argues that it does and lists a variety of reasons. First of all, product placement generates the idea in the mind of
the viewing public that the actor or actress in the film, who are typically professionals who do not appear in TV commercials, are symbolically endorsing the product (Turcotte, 1995). In
other words, if the character played by Tom Cruise walks up to a bar and orders a Bud, the public associates Cruise with drinking Budweiser (Turcotte, 1995). Particularly if an
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