What Kind of Product Placement in the Film Industry Is More Acceptable by the Audiences?
TANG Wentao
Campus Paris
Group A
What kind of product placement in the film industry is more acceptable by the audiences?
Contents
Contents 1 Introduction 2 Product placement in Movies 2 Literature review: Some examples 2 Ray Ban: Top Gun 3 FedEx and Wilson: Cast away 3 Chevrolet Camaro: Transformers 4 Successful and failure attempts of product placement 4 The product for the movie 5 Example of success: Mini cooper and the Italian job 5 Example of failure: China Mobile and the Cellphone 6 The movie for the product 8 Conclusion 10 Bibliography: 12
Introduction
Product placement in Movies
Product placement is a kind of advertisements, where products or services are placed in a context normally devoid of ads, such as films, TV episodes, or news. Product placement can reach a niche audience, and there are strong reasons for investors to expect that film product placement will increase consumer awareness of a particular brand. However, the movie studio must analyze if the product fits with the image of the film. A star may draw more attention than a product. Therefore this becomes a separate point of negotiation within his contract in many cases. Brand placements are for increasing brand familiarity and sales. Also, there are some other advantages of brand placements in Movies. 1. People would not change the channel or leave room when a brand appears in a movie like they might for TV ads 2. Brand placements often involve an endorsement by the celebrity using the brand which appears to have an influence on attitudes toward the brand. 3. Brand placement allows advertisers to target very specific people. 4. Brand placements have a longer life than traditional advertisements. When a film is released as DVD, the brand placement is still present. 5. Audiences might like brand placements because they improve the realism of a movie or TV show.
Literature review: Some examples
Product placement is not a
Campus Paris
Group A
What kind of product placement in the film industry is more acceptable by the audiences?
Contents
Contents 1 Introduction 2 Product placement in Movies 2 Literature review: Some examples 2 Ray Ban: Top Gun 3 FedEx and Wilson: Cast away 3 Chevrolet Camaro: Transformers 4 Successful and failure attempts of product placement 4 The product for the movie 5 Example of success: Mini cooper and the Italian job 5 Example of failure: China Mobile and the Cellphone 6 The movie for the product 8 Conclusion 10 Bibliography: 12
Introduction
Product placement in Movies
Product placement is a kind of advertisements, where products or services are placed in a context normally devoid of ads, such as films, TV episodes, or news. Product placement can reach a niche audience, and there are strong reasons for investors to expect that film product placement will increase consumer awareness of a particular brand. However, the movie studio must analyze if the product fits with the image of the film. A star may draw more attention than a product. Therefore this becomes a separate point of negotiation within his contract in many cases. Brand placements are for increasing brand familiarity and sales. Also, there are some other advantages of brand placements in Movies. 1. People would not change the channel or leave room when a brand appears in a movie like they might for TV ads 2. Brand placements often involve an endorsement by the celebrity using the brand which appears to have an influence on attitudes toward the brand. 3. Brand placement allows advertisers to target very specific people. 4. Brand placements have a longer life than traditional advertisements. When a film is released as DVD, the brand placement is still present. 5. Audiences might like brand placements because they improve the realism of a movie or TV show.
Literature review: Some examples
Product placement is not a
Bibliography: [6]. Transformers (2007), Director: Michael Bay [7] [8]. the Cellphone (2001) Director: FENG Xiaogang [9] [10]. Chosen (2001), Director Ang Lee [11] [ 5 ]. Cast away(2000), Director: Robert Zemeckis [ 6 ] [ 7 ]. the Italian Job(2003) Directed by F. Gary Gray, 2003 [ 8 ] [ 9 ]. BMW Brand Behaviour Training, Ruud Rabenberg, Laura Wang, BMW China, Automotive Trading, Ltd. 2007 [ 10 ] [ 11 ]. Beat the Devil(2002), Directed by Tony Scott [ 12 ]