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Week 10: Product Placement (Discussion) : ADT 104:introduction To Mass Communication

This document discusses product placement, which is an advertising technique where brands are subtly featured in films, television shows, and other media in exchange for payment or services. Through product placement, companies hope viewers will associate their products with characters and want to use the products themselves. Digital editing allows brands to be inserted or removed from media post-production. Social media influencers also engage in product placement by using branded items to promote products to their followers. The document prompts reviewing recent movies to identify product placements.

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Detya Erning Mahaputri
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117 views6 pages

Week 10: Product Placement (Discussion) : ADT 104:introduction To Mass Communication

This document discusses product placement, which is an advertising technique where brands are subtly featured in films, television shows, and other media in exchange for payment or services. Through product placement, companies hope viewers will associate their products with characters and want to use the products themselves. Digital editing allows brands to be inserted or removed from media post-production. Social media influencers also engage in product placement by using branded items to promote products to their followers. The document prompts reviewing recent movies to identify product placements.

Uploaded by

Detya Erning Mahaputri
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Week 10: Product Placement

(Discussion)

Dr. Aleena Tan Poh Ling


ADT 104:Introduction to Mass Communication
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.
• Also known as "embedded marketing" or
"embedded advertising," product
placements are typically found in movies,
television shows, personal videos, radio,
and — less commonly — live James Bond Movie
performances.
2
Product Placement
• In exchange for product placement rights companies may pay a
production company or studio in cash, goods, or services.
• Through product placement, companies hope that moviegoers
will take note of the products used by the characters, and
therefore think more strongly about using the products
themselves.

The Ironman 3
Product Placement
• Digital editing technology has been utilised to introduce or
change product placements in post-production, sometimes
going back to change items used in syndicated shows long after
they were filmed.
• When advertisers object to their brands being featured in
productions, producers may engage in "product displacement,"
where they remove logos digitally.

4
Product Placement
• Brands are using social platforms like
YouTube, Facebook, Twitter, and
Instagram for product placement as
well.
• Social influencer with followers will
wear branded clothing or use
branded items to spread the word
about that product to their fanbases.
• TV shows and movies will also tap
"social influencers" to grab this
audience through a different medium
than TV and movies.
5
Activity
Watch any of the movie below:
Avengers Endgame – 2019
Spiderman – Far from home

• List down the product placement that you have observed in the
movie.
• Post your answer at : https://
padlet.com/aleenatpl/7z4zwui6445qnkzz

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