Product Placement

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A Power Point from my lecture of Product Placement at the Conference of culture and identity; Kalmar 2009.

The presentation contains several filmclips. Unfortunately, the films exceeds maximum file size

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Product Placement

  1. 1. <ul><li>WHAT IS PRODUCT PLACEMENT? </li></ul><ul><li>HISTORICAL BACKGROUND </li></ul><ul><li>HOW E.T. CHANGED EVERYTHING.. </li></ul><ul><li>SEINFELD – THE JUNIOR MINT </li></ul><ul><li>FRIENDS & OTHER TV-SHOWS </li></ul><ul><li>THE REBIRTH OF JAMES BOND </li></ul><ul><li>UNETHICAL PRODUCT PLACEMENT </li></ul><ul><li>CONCLUSION </li></ul>PRODUCT PLACEMENT
  2. 2. WHAT IS PRODUCT PLACEMENT? <ul><li>EXCHANGE OF SERVICE </li></ul><ul><li>HIDDEN CORPORATE MESSAGE </li></ul><ul><li>DIFFERENT KIND OF PRODUCT PLACEMENT </li></ul><ul><li>TIVO KILLED THE ADS? </li></ul>
  3. 3. HISTORICAL BACKGROUND <ul><li>THE SILENT ERA </li></ul><ul><li>THE 50´S A INNOCENT TIME? </li></ul>
  4. 4. HOW E.T. CHANGED EVERYTHING.. <ul><li>THE SPIELBERG ALIEN – A POP CULTURAL ICON IN THE 80´S </li></ul><ul><li>M & M REFUSED TO PARTICIPATE </li></ul><ul><li>REESE´S PIECES LEAPED 65 % AFTER THE PREMIERE </li></ul><ul><li>NEW STANDARD FOR CORPORATE INVOLVEMENT IN FILMS </li></ul>$
  5. 5. SEINFELD – A SHOW OF NOTHING CHANGED EVERYTHING <ul><li>POPULAR 90´S SITCOM </li></ul><ul><li>PRODUCTS A RECURRING THEME </li></ul><ul><li>A SHOW ABOUT NOTHING </li></ul><ul><li>1993 - THE FIRST EPISODE DEVOTED TO A SINGLE BRAND </li></ul>
  6. 7. SEINFELD – A SHOW OF NOTHING CHANGED EVERYTHING <ul><li>PLACEMENT ALLOWED JOKE ON THE BRAND </li></ul><ul><li>CHANGED ATTITUDE TO PRODUCT PLACEMENT IN TV </li></ul>
  7. 9. FRIENDS <ul><li>GLOBAL SUCCESS AIMED TO A YOUNG AUDIENCE </li></ul><ul><li>PRODUCT PLACEMENT IN THE PLOT </li></ul><ul><li>RALPH LAUREN </li></ul><ul><li>VIRTUAL PRODUCT PLACEMENT </li></ul>
  8. 10. 24 <ul><li>ABOUT A COUNTER TERRORIST UNIT -CTU </li></ul><ul><li>-REFLECTS THE REAL PARANOIA FOR TERRORISM </li></ul><ul><li>PRODUCT PLACEMENT FOR CELL PHONES </li></ul><ul><li>JUSTIFIED THE USE OF TORTURE IN IRAQ & AFGHANISTAN </li></ul><ul><li>FOR AMERICAN SOLDIERS </li></ul>
  9. 11. THE REBIRTH OF JAMES BOND <ul><li>BOND MOVIES ALWAYS SHOWED NEW PRODUCTS </li></ul><ul><li>MALE FANTASY </li></ul><ul><li>OUTDATED AFTER THE COLD WAR AS WELL AS BONDS VALUES </li></ul><ul><li>FRANCHISE UPDATED IN THE MID 90´S </li></ul><ul><li>TIME TO SELL GADGETS.. </li></ul>
  10. 13. ” GOLDENEYE” 1995 <ul><li>A NEW LEVEL OF PROMOTION </li></ul><ul><li>$3 MILLION TO SWITCH FROM ASTON MARTIN TO BMW Z3 </li></ul><ul><li>FROM ROLEX OMEGA WATCHES </li></ul>
  11. 15. ” TOMORROW NEVER DIES” 1997 <ul><li>CRITICIZED FOR TO MUCH COMMERCIAL, $160 MILLION FROM SPONSORS </li></ul><ul><li>ERICSSON ADMIT FAULTS BUT CONTINUE TO SUPPORT 007 </li></ul>
  12. 16. ” DIE ANOTHER DAY” 2002 <ul><li>NEW RECORD FOR PRODUCT PLACEMENT </li></ul><ul><li>$35 MILLION TO RETURN BOND TO ASTON MARTIN </li></ul>
  13. 18. ” CASINO ROYALE” 2006 <ul><li>HUGE ANTICIPATION FOR THE FIRST IAN FLEMING NOVEL </li></ul><ul><li>THE TREND OF TEXAS´HOLDEM POKER </li></ul><ul><li>FEWER BRANDS, MORE INVOLVEMENT </li></ul><ul><li>NO FANTASY GADGETS </li></ul>
  14. 20. ” QUANTUM OF SOLACE&quot; 2008 <ul><li>FORD KA, SONY ERICSSON C902 CYBER-SHOT PHONE, </li></ul><ul><li>OCEAN SKY, </li></ul><ul><li>JAMES BOND THE HARDEST SPONSORED ACTION HERO </li></ul>
  15. 22. UNETHICAL PRODUCT PLACEMENT <ul><li>WHAT´S UNETHICAL PRODUCT PLACEMENT? </li></ul><ul><li>PRODUCT PLACEMENT FOR 44 MAGNUM, A HUGE SUCCESS </li></ul><ul><li>THE COMMERCIAL EFFECT OF 007´S NEW GUN WALTER P-99 </li></ul><ul><li>GLOCK PROMOTION IN U.S. MARSHALS 1998 </li></ul>
  16. 23. CONCLUSION <ul><li>GOOD AND BAD PRODUCT PLACEMENT? </li></ul><ul><li>MOVIES MORE EXPENSIVE TO SHOOT THESE DAYS </li></ul><ul><li>IDENTITY PLACEMENT </li></ul><ul><li>WHAT SHOULD BE ALLOWED? </li></ul>

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