Can we avoid the ads any more?
Here's a piece of news I caught over the summer but never added to the blog: the rise of product placement on television. Product placement, or the practice of inserting advertising messages directly into a TV program, has been expanding massively over the past year or two. CNN Money notes that in 2004, the value of product placement on television increased by 46.4 percent over 2003, to $1.88 billion. Although product placement has always been around to some small extent on television, and the movie industry has been using it at least since the late 1970s, the current scale of product placement is something completely new. And it's being driven by TV producers desperate to squeeze out another revenue stream. The classic TV advertising model--of sets of 30-second ads interspersed between program segments--is quite simply maxed out: an hour of prime time already consists of 18-19 minutes of ads and promos, and you simply can't fit any more in without finally alienating the viewer. And in a world where TiVo users can just zap these ads at will (and most of them do), TV executives are worried. So they're responding by rushing to build ads in to the programming itself.
The CNN piece also notes that "advertainment" is not limited to television. "Video games, novels, movies, pop songs, music videos, Broadway plays -- every nook and cranny of the culture, it seems, comes preinstalled with product plugs. Or soon will." This is a process that's been going on for decades, but it has been getting steadily worse, as more and more of our cultural space--our public space--gets plastered with commercial messages. There are fewer and fewer places you can turn these days, without seeing an advertising message--and more and more of them are covert or hidden. But, notes CNN:
- TV is a little different. Its broadcast channels are carried on public airwaves and regulated by the Federal Communications Commission, which lately has been taking a new look at embedded advertising -- and its potential for catching the audience off-guard. "I think product placements can be deceptive, because most viewers don't realize they're really advertisements," says FCC Commissioner Jonathan S. Adelstein. "That's why there's a law that requires disclosure. The question is: How well are we enforcing it?"
posted by hdougie at 9/21/2005 09:21:00 AM
30 Comments:
Although I do not watch a lot of movies or television, I have definitely noticed the product placement that occurs within both forms of entertainment. As you stated, product placement has been taking place for some time, however its popularity has increased within the past two years. A very simple example of this from my own experience is from when I remember movies years ago when I was younger. The characters would always drink soda labeled “Cola”, or if they were drinking beer the container would simply read, “Beer”. Today, this is not as common with different companies placing their brand names on such products.
Product placement can defiantly be deceptive. Although I would not go out and buy a certain product after seeing it in a show or movie, I think it would have a subliminal effect. As the CNN quote explains, the majority of viewers do not even know then are being exposed to advertisement. In a way this is very deceiving to the individual watching, as they are being exposed to advertisements without any choice. One can turn off a commercial, or chose not to look at an advertisement. However, when watching a movie or television show, one is in a sense forced to view the advertisement.
-Katherine McNamara
The idea that advertisers are in fact, underhandedly using product placement to gain more sales is unfair and cruel to say the least. One can bicker and moan about such dirty tactics, but I think that it is futile. The fact remains that product placement has gone up 46.4% and the trend seems to be that it will continue to steadily increase as advertisers find more and more outlets and ways to advertise a certain product. Just years ago, I remember going to a movie theatre and anticipating the movie previews before the actual film. Now, it appears as though the advertisers have even leaked its way into the theatres, and now, even before the previews, there are advertisements for products. I have to say though that I shouldn’t have been surprised, given the fact that in today’s society, websites like goldenpalace.com are giving money incentives to people who are interested in tattooing their website on their bodies. (http://www.cbsnews.com/stories/2005/07/01/national/main705757.shtml)
It is very interesting that product placement is the subject of this entry because I was just thinking about that yesterday. In some older movies I have seen, product placement is more obvious (in one movie the camera does a close up of a characters namebrand sneakers)then products were more inconspicuous but now I am starting to notice them more. I rarely have time to watch TV but I managed to catch a rerun of Dawson's Creek and I noticed one of the characters drinking a diet coke. What was odd was how perfectly the label was showing. I have tried doing this myself with some of my friends when we are just goofing around, seeing if we can be like the people from ads but when you drink from most cans naturally the label is not perfectly in view. It is obvious that the show is trying to promote a product. I am almost insulted that companies believe most of us are mindless enough for these placements to have an effect on us.
I agree with this notion that our media world is being bombarded with advertisements. From the CNN review of this concept,I get the feeling that this is portrayed as a negative thing,particularily the embedded messages which are "deceptive." I, on the other hand, have no problem with all of these advertisements. As long as the FCC ensures that commercials do not run over a certain time limit, I believe that advertisements are important for our economy, informational for consumers, as well as a nice break to get up and get a glass of water while viewing a show. If people are so bothered by advertisments and are feeling overwhlemed by them, then I would suggest reading a book for entertainment or looking the news up online. I suppose that could solve their problem. Basically I feel that products must be seen in order to have a successful market system and if you don't like them, then don't watch television!
As a 21 year old college student it seems to me that I have been bombarded with enough advertising to last a lifetime. From television commericials, to advertising before movies I feel that advertising has reached the maximum saturation and might be close to losing its value. I have to honestly say that I am a TIVO fanatic. Besides being able to digitally record up to 80 hours of programs, the fast forward feature is by far the greatest invention. I find myself no longer watching televison on the network schedule, but delaying it so I can fast forward through the commercials. I wish advertisers would take the TIVO hint that commercials are more frustrating than beneficial. But I have a feeling it is heading in the opposite direction because over the past few months I have seen ad logos appear on my tv screen even when I'm using my TIVO to fast forward through commercials. I am even more frustrated that advertisements have leaked into my personal TIVO space. I am going to enjoy the fast forwarding while I still can because like all good things I'm sure somehow it will come to an end.
-Emily Benedict
I have mulled over this situation from when it first started being discussed in the open as an option for advertising. With real constraints to the time spent within a movie, TV show, etc. on the messages, I always thought it would be a better way for advertisers to use the media forms. If they could do away with commercials for the most part and blend them into the lives of the characters on shows, perhaps it would have more of an impact on consumers who identify with these chartacters. And, I would spend less time watching commercials and/or fast forwarding through commercials, becuase, though I can't afford TIVO yet, I have been a recording junkie for years. I will tape shows, even though I could watch them at the time, just to use the fast forward button.
DJ Smith
I agree with DJ. I would like to see more commercials eliminated, and in their place certain brand name products could be incorporated into the movies and tv shows. Companies may even see an increase in sales if they were to do this. I think that if people see famous actors and actresses using brand name products, then these people are more likely to go out and buy these products. It seems to me that most people become annoyed with commercials breaking up their tv shows.
Jeff Beadnell
I don't really understand the statement that product placement is "deceptive". People are always seeing or hearing advertisements; why does an advertisement have to be during a commercial slot? I do agree that I wouldn't mind if a character on a TV show was eating Pringles or something- I would be more likely to connect to that character. I do get kind of annoyed when it is so obvious. For example, I'm a big Survivor fan, but it makes me want to hit the TV when one of the rewards is Pringles and they focus on the can for about 5 seconds. In short, I would rather be caught off guard if it was quick and painless than having to listen to a 30 second commercial.
Sorry, that last one about Survivor was by Anna Crowley
I would have to agree with Anna. I would much rather have the ads be subliminal than take more time out of my favorite television shows. Product placement on popular television shows or movies doesn't have to be obnoxious either, as long as it doesn't detract from the show itself. I think most people have just come to accept the bombardment of advertisements, and I think I have almost developed an immunity to them. Also, advertisers have gotten a lot more creative in the last couple of years. Many commercials even have some entertainment value to them. When it comes to the super bowl, which is the biggest day of the year for advertising, this is apparent. I know there are others like me, who watch not for the football, but for the commercials and halftime show!
~Shannon Cox
I can't stand that when I watch tv it's like I'm watching advertisements constantly rather than the shows I tuned into. It's pretty clear and noticeable that these ads are everywhere...even when they're "hidden". But I feel like it's better that way then taking up even more air time. I feel like advertisements should be more tightly regulated. I also think that over the past few years the time that ads take up during a specific show has vastly increased. The only reason for this is an economical incentive. But frankly, most ads are just annoying and a waste of time. I often finding myself switching channels during ads. Unfortunately, I don't see this problem being fixed anytime in the near future.
-Jillian Levine
Personally, I would rather see more product placement and less thirty second spots. Product placement is much more subtle - if it's done right you don't even realize it's advertising. An uninterrupted half hour show with the occassional character wearing name brand shoes or eating Doritos is much better than sitting through ten minutes commercials every half hour. Sadly, we live in such a vehemently consumerist society that we're going to see advertising at every turn. There is no sense in complaining about advertising if we're buying products from those companies anyway. As long as we find ways to avoid advertising (TiVo) advertisers will find new ways to reach us.
-Jeff DeBellis
One of the most interesting aspects of product placement I feel is how certain shows, particuarly MTV's Real World. actually make certain products fuzzy and the audience unable to see what they are. On the other hand, there are some products that MTV clearly shows and even makes a greater point to enhance them. Therefore, they make it their goal not to give any advertising to products that are not paying for it, which is a perfect example of how our country has become so money oriented. However, I feel that these product placements would be much more accepted by audiences rather than 30-second commercial ads. These commercials are just a waste of time in which most individuals switch the channel or get up to go to the bathroom, get food, etc. Without a doubt, they could make just as much money through product placements and the audience is more likely to actually see the products that the stars and celebrities are using.
- Ashley Pericak
I definitely have to agree with what most people have already commented on. Give me more product placement and less 30 second tv commercials!!! I feel as though it has become harder and harder to get into an episode of a show when at every climax in the action or with character emotions I have a ridiculous Geico commercial seperating me from the characters and the action. Primetime television seems to keep a consistent format, where the length between commercial breaks is consistent. Then, there are afternoon shows like Oprah that slowly dwindle down how long the show plays before a commercial. By the end of afternoon shows, the actual show may play for a minute or two before going to another commercial break. How are viewers supposed to get into a show when that's happening? I am all for more product placement and less "Lori's Natural Food" Commercials interrupting my Scrubs!
~Heather LaValley
I think that placement in TV shows and pop culture in general is not necessarily a bad thing. I don’t have Tivo so I find myself watching all the advertisements that are packed into the hour long slot. I would much rather see placement for items in the shows them self. I realize that there are laws there to protect viewers from the secrecy that placement can cause but as long as pop culture icons are the ones being seen in advertisements and endorsements is there really much of a difference. Maybe I feel this way because I have had to study the effects of advertising but I think that placement is a better system for everyone involved.
Jess Thorne
Who watches tv commercials? Honestly, who really takes the time to absorb the advertisements we are constantly being bombarded with while trying to watch our favorite shows? I'm actually suprised at the extent of effort advertisers put into their commercials, especially during a time when DVD's and TiVo have taken a chunk out of the standard television viewing population. Advertising and marketing have always seemed cutting edge and on top of things, so it's time for them to live up to that by finding new ways to affect viewers. Product placement is one way of sneaking messages into television, so let's hope advertisers start brainstorming so we can have less commercials and more show! I find myself ignoring commercials anyway (with the exception of the Geico commercials, which are undeniably catchy), so I'd love to see something new in the way of advertising.
-Annah Mason
To be perfectly honest, I do not mind embedded advertising. First off, I would rather see brand names in a television program that I am watching than sit through extra classic TV advertising (commercials). As long as the placed ads do not deter from the plot of the programming, why does it matter? I'm not going to run to the store and purchase a diet coke if I see it on one of my favorite TV shows. Second, I would actually rather see the names of brands that I am familiar with in a show because it makes the program more life-accurate and realistic than say a general "cola" label on a soda can. All in all, I hardly notice advertising in television and movies and as these ads remain discrete, I do not mind them being present in the programs/movies I watch.
I agree with the majority of the earlier comments. I don't mind a little product placement here and there, after all a businesses success relies heavily on promotions and advertising. I dont mind seeing brand names on tv programs, as long as it is not overly done and distracting.
Whether we like it or not, we will always have to deal with commercials. It would be great if in the future, companies could learn how to target specific households based on who lived there. This would prevent commercials from being shown of products that certain family members are not interested in, thus making it more effective.
-Lauren Austin
I believe the FCC needs to step it up and place more restrictions on ad agencies. The bombardment of product placement and more commercial time in cable television has gone overboard. I must agree with some of the other bloggers that product placement doesnt bother me, but the point of it does. If advertisers wanted to use more product placements and reduce the amount of commercials, that would be fine. but they wont do this, because they are all about money and not about peoples personal values and leisure time. I just think their should be limits for where advertisements can be placed and how much.
that last comment was by Michael Richardson
advertising has gotten out of hand. i truly believe that i see more advertisments than i actual programming. i've gotten used to it so i don't expect anything less, in fact it turns out that i schedule things to do around the advertisments. also, when i go to the movies, i realize i have a little bit of extra time to get to the theaters due to previews taking up about 10-15 minutes before i can actually view what i paid a ridiculous amount of money to view. Anywho, i have watched enough VH1 MTV and E! to know how companies advertise, and i find myself looking for advertisements in the program, like OH.. Coca-Cola. go figure. I guess the advertising business is a tough and greedy and the more you get your name out the more money you get. ahh capitalism!
-Stephanie Rufa-
I hate when I'm watching a TV show and the commercials come up. It's such a wast of time becuase most people dont watch them anyways. Personally I always change the cannel and flip around until my show comes back on. I would rather companies use more product placement then commericals becuase then they arent disrupting the show we turned the tv on to watch. I dont even care the product placement is suppose to be deceptive, becuase if you are an individual, you will buy what you want.. not what is being advertised. For example, I dont drink diet pepsi because Britney Spears was the spokesperson for pepsi, i drink it because to me it takes better then coca cola. I think advertising is all a waste of money and people just buy thing based on preference.
--Jessica Spagnoli
I think I'm stuck in the middle with the product placement debate. While yes, it can seem really out of place for a product to appear on a tv show or in a movie, I also think it's a good idea. Perhaps consumers would be more apt to buy products if they see their favorite celebrities consuming them as well. There are times though when it's too much. For example, I am a Survivor nut, and I can't stand it when Jeff says "Wanna know what you're playing for?" And he takes the cover off a table to display Pringles, Doritos, Pepsi, Mountain Dew...etc. That seems rediculous to me. But if I'm watching Will and Grace and I see Grace drinking a Pepsi, that seems ok to me. Another random point about product placement- I was watching a Loony Tunes movie on tv with my brother a few months ago, and they were basically making fun of product placement. The movie showed Bugs Bunny and others walking out of an animated Walmart, talking about walmart, while drinking a Coke (or a similar drink). It was pretty funny. So it really is everywhere, even in cartoons.
- Heather Acomb
I'm pretty sure that ever since the movie "ET" placed "Reeces Pieces" in a scene, that we've whitnessed product placement more than any of us even realize as a society. Sometimes its actually annoying to see an entire cast of a show or movie wearing the same clothing brand (eh hem... American Eagle on Dawsons Creek), Drinking the same coffee, smoking the same brand of cigarettes, etc etc. I just begin to feel like it's so unrealistic, and these characters almost start to be formed by the labels paying to be represented in their show/movie. It's sickening enough to walk around everyday and to see "Abercrombie and Fitch" or "Sean john" Plastered on someones chest or pant leg, let alone to have to whitness it in no diversity on the screen.
I so however, more than realize that importance that these product placements have to the producers of the show/movie, as they pay billions and billions of dollars just to have a billboard posted int he back of one of the movie scenes. So in all actuality, it realy is just another form of advertising for companies, to me, i just feel like in comparison to the radio or magazine (where you find a huge assortment of different labels) you're only going to see one type of car favored in a racing movie, one type of soda, water, etc. So unlike the real world, its sickeningly the same, and oh so boring.~Erica Dingeman
I think that this blog is very clearly explaining how our lives depend on advertising. Advertising has in fact become part of our everyday lives and we may as well get used to it. Without advertisments networks would not be able to afford to run their shows and pay their people. If we want to keep our entertainment industry up and running we will have to deal with the ads. The one thing that I will not grow to accpet is the new plan to send advertisments to people's cell phones. This article didn't hit on this point but I think it will soon be a very important and hot topic. Casey L. Hanna
I agree with what someone said earlier; if the choice was between more commercials or product placement the answer is obvious. However, with the amount of commercials there already are, do we really need to have these products thrown at us? I will agree again by saying that the placement can add to the level of realism a show has but it’s been getting ridiculous. In my real life I don’t drink a Pepsi, while driving my new Ferrari, while saying how Paul Mitchell shampoo has helped my shine and volume, while going through the drive through at White Castle, while listening to the new Justin Timberlake CD and tell my friends about how I’m going to go home and watch VH1’s Best Week Ever.
Jon Gerlach
I really have absolutely no problem with advertisements and product placement. It seems that so many people are angered by the fact that their favorite television shows are interrupted by advertisments, but isn't this something that we've gotten used to by now? Also, I feel as though product placement makes television characters seem more realistic...'real' people don't drink pop that is labed 'soda' or beer that is simply labeled 'beer,' so I see no problem with incorporating actual brands into television shows. Alright, I admit it seems a little absurd to focus in on a name brand item for a good 5 seconds of a television show, but I suppose it's just the result of someone doing their job, and we should let them be. Advertisements help to keep our favorite TV shows on the air, so perhaps we could look at them as a blessing in disguise. And if there is anyone who honestly gets frustrated and angry about advertisements and product placement, I wish they would focus their energy on a more worthwhile cause.
-Jillian M. Nunn
First off, I think that the previous arguments are wonerful, but miss the point of the conflict. Most of them vocalize the personal preference of the poster. It is important to keep in mind the differences in the function of TV. To the advertisers, TV is a medium in which to output as much product representation as posable. The more exposure they get the better. On the other hand, the consumers (us) just want to be entertained. Traditional 30 second commercials seperate the product exposure from the entertainment, while product placement, allows for a less abraisive way for the products to be seen. This is naturaly more conducive to effective comercials. I also beleive that the "personal space" that Emily Benedict talked about is the best place for commercials to go (this is also why the ads are right around the climax). And unfortunalty, the most effective commercials do use abraisive techniques. So i think that to acheive the most effective and least annoying way for the public to see the products is product placement.
and that was by christian foster
A video game that has been a big part of our apartment entertainment this semester is a perfect example of blatant product placement. The game is Tiger Woods golf, and basically you create a character and play your way through the game. The goal of the game is to get sponsorships and unlock different kind of clothing and equipment. Different items are put at different levels of how good they are. When you first start out you just have equipment and clothing that are made by EA sports (the producer of the game), as you get better you strive to get the brand name clothing and golf clubs. I guess it is pretty game specific, but the way they set it up just makes you want to get the stuff that is brand name because it is "better" than the other stuff. I just thought this was an interesting example that has to do with product placement. It is more effective than TV, I think, because it makes you make conscious decisions about what you want to "buy" and what you don't like. It is getting kind of ridiculous, because advertising is absolutely everywhere.
-Sam Minassian
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