Sociology 2172A/B Lecture Notes - Lecture 6: Aviator Sunglasses, Jerry Maguire, Product Placement
23 May 2018
School
Department
Course
Professor
Product Placement
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.
●Agreement between a manufacturer and media company
●90% involve no exchange of money
○Because one company owns the other
○Because the company in exchange advertises for the movie
●The first product placement was “sunlight savon” in an early 1800s film
●Wings
in 1927 has a Hershey’s chocolate bar on the floor
●1980 CBC soap Riverdale
○For the sake of realism, 250 brand-name products were used
●Product placement must reflect well on company’s reputation
●1982 film E.T. featured Reese’s Pieces in pivotal scene
○First time we saw how beneficial to companies it could be
○Hershey agreed to promote E.T. in order to use Reese’s Pieces in movie
○Became successful advertising method
○Sales of candy went up 65% in two weeks
●Risky Business
(1983)
○Saved Raybands’ Wayfair sunglasses from going under
●Top Gun
(1986)
○Raybands aviator sunglasses
○Boosted recruitment in U.S. navy
●Home Alone 2
(1992)
○“Talkboy” didn’t even exist but it was then designed and created because of demand
●Toy Story
(1995)
○Essentially a 2-hour long commercial
○Etch-a-sketch sales boosted by 4500%
○Mr. Potato Head sales boosted 800%
●Castaway
(2000)
○Wilson volleyball
○FedEx packages technically not product placement because there was no prior deal
○Result: significant increase in brand awareness in Asia and Europe
●Sideways
(2004)
○Unexpected hit
○About wine-tasting throughout the movie
○150% increase in sales for wine they liked
○2% drop in sales for one wine they disliked
●House of Cards
episode 6
○9 Apple devices on desk
○Apple offers free devices and pays nothing for placement
●Modern Family
○iPad commercial
○Whole episode was about looking for an iPad for Phil
●American Idol
○Judges have coke cups on table
○$60 million for entire season
○Return of $12 million per episode
●X-Factor
○Judges have Pepsi cups on table
Document Summary
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. Agreement between a manufacturer and media company. Because the company in exchange advertises for the movie. The first product placement was sunlight savon in an early 1800s film. Wings in 1927 has a hershey"s chocolate bar on the floor. For the sake of realism, 250 brand-name products were used. Product placement must reflect well on company"s reputation. 1982 film e. t. featured reese"s pieces in pivotal scene. First time we saw how beneficial to companies it could be. Hershey agreed to promote e. t. in order to use reese"s pieces in movie. Sales of candy went up 65% in two weeks. Talkboy didn"t even exist but it was then designed and created because of demand. Fedex packages technically not product placement because there was no prior deal. Result: significant increase in brand awareness in asia and europe.
