Post by sakibkhan48 on Feb 24, 2024 4:23:58 GMT
me a secret in my ear tonight…”. Here, it's about Product Placement : let's find out why. What is Product Placement Its meaning is contained in the term itself: product placement literally means product positioning. In the famous case of the song sung by Lauro, Fedez and Orietta Berti, Coca Cola is placed inside a song. In fact, in Mille there is an important lexical anchor that makes the song easy for the consumer to memorize. In this case, the metaphor "Coca Cola red" is repeated to leverage the collective imagination that allows the color red to be associated with the brand. The song Mille and the sound Product Placement Forms of product placement Specifically, product placement is a form of indirect advertising . It is presented as a message for the veiled promotion of a commercial product using different forms. In fact, we move from the visual expedient to the sound one. The product is available in multiple forms: textual, audio and video within a song, film or game.
Depending on the method of use we distinguish 3 types: Screen Europe Cell Phone Number List Placement : it is visual and consists of putting the product in the foreground and then studying shots aimed at highlighting it Script Placement : it is verbal , as happens in several songs including the aforementioned Mille and “Non mi Basta Più” by Baby K, in which it refers to the hair brand Pantene. Plot Placement : the third and final form is an integrated positioning that occurs when that product is the protagonist of the plot. The film “The Devil Wears Prada” is an example of this. In this case, the collaboration between the brand and the film company that produced the film is explicit. Pantene's product placement This way we can better understand where this phenomenon comes from. How “product positioning” was born Product placement seems to have established itself thanks to the combination between brand and cinema . In the history of cinema we could find several examples from its beginnings. However, those who are closest to the Millennial generation began with the TV series Friends. In many episodes of this 90s cult, the character of Rachel refers in dialogue to the purchase of household items. Here comes Pottery Barn, the American chain of stores that sells household supplies. Product placement in the TV series Friends However, there is no need to go overseas because if we think about our local cinema we find other examples such as "Welcome to the South". In the film Claudio Bisio and Alessandro Siani, who are respectively the protagonist and co-protagonist, play the roles of two employees of the Italian Post Office.
It follows that throughout the screenplay there are clear visual references to the company. In essence, product placement arises when an agreement is signed between the brand and the film and television production company in order to reach a large audience. What is product placement in cinema and TV Both cinema and TV have been two generalist means of communication since their birth. They deal with broad-spectrum topics that involve a large portion of interested people. Therefore, the ease with which it is possible to reach the public constitutes an opportunity for many brands, which want to exploit the opportunity. But it has not always been easy to regulate the agreements made. There has often been talk of misleading advertising to the detriment of consumers who are unaware of everything. To date, in Italy, Legislative Decree 44/2010 is considered on the subject which transcribes the European legislation according to which product placement in TV or cinema productions is permitted provided that in the credits there are specific indications on the brands present and that no there are narrative interruptions linked to that same product . Additionally, promotional references to drugs or tobacco are prohibited. But where is the advantage of product placement? Product positioning In product placement, the benefits will always be greater than the costs . Brands try to promote their products through cinema and TV to limit costs, reach a diversified audience and associate the brand image with a more casual context. Furthermore, it becomes easier for the consumer to identify with the plot and the character/actor with whom the product is associated. The result is to have a more plausible context than one might believe. Indeed, in some cases, the context is constructed ad hoc and thus it is possible to bring it closer to the consumer so that the product used in the drama becomes a consumer product in reality. A case in point is Duff beer . How Duff Beer was born from Product Placement It represents reverse Product Placement . It was the satirical cartoon “ The Simpsons ” that made Duff beer a real product . In fact, the protagonist Homer is an inveterate drinker, despite Duff beer being the imitation representation of American commercial beers. Thus, inspired by the many admirers of the series and to prevent forms of replication, the cinema giant Fox sold the reproduction rights to the Mexican Rodrigo Conteras who has marketed it since 2008. Final thoughts At the end of this reading, I believe that we will gradually overcome the "witch hunt" of product placement. Even if in Italy there will still be some way to go . In my opinion, the battles for consumer protection should be concentrated on knowing the origin of the products or their true production chain, thus bringing a gesture of transparency and true commitment from the guarantor authorities to reduce many crimes and contribute to consumer awareness . We should overcome the idea that consumers are naive. For this reason, product placement through films, TV series or game streaming is welcome. Instead, do you have an example of product placement that you remember in particular? +16 Deepen your knowledge of social media marketing with: CATEGORIES Communication , Marketing RECOMMENDED READINGS Email marketing: 5 tips for using it Interview with Antonio Colomboni: the illustrator of the innovative edition of Baci Perugina RECOMMENDED PRODUCTS Content Creation Learn to ideate, plan and create effective content for social media Find out more Editorial Plan Learn to structure and manage an effective PED for your social channels Find out more CopyWriting Learn to write effectively on the web and beyond
Depending on the method of use we distinguish 3 types: Screen Europe Cell Phone Number List Placement : it is visual and consists of putting the product in the foreground and then studying shots aimed at highlighting it Script Placement : it is verbal , as happens in several songs including the aforementioned Mille and “Non mi Basta Più” by Baby K, in which it refers to the hair brand Pantene. Plot Placement : the third and final form is an integrated positioning that occurs when that product is the protagonist of the plot. The film “The Devil Wears Prada” is an example of this. In this case, the collaboration between the brand and the film company that produced the film is explicit. Pantene's product placement This way we can better understand where this phenomenon comes from. How “product positioning” was born Product placement seems to have established itself thanks to the combination between brand and cinema . In the history of cinema we could find several examples from its beginnings. However, those who are closest to the Millennial generation began with the TV series Friends. In many episodes of this 90s cult, the character of Rachel refers in dialogue to the purchase of household items. Here comes Pottery Barn, the American chain of stores that sells household supplies. Product placement in the TV series Friends However, there is no need to go overseas because if we think about our local cinema we find other examples such as "Welcome to the South". In the film Claudio Bisio and Alessandro Siani, who are respectively the protagonist and co-protagonist, play the roles of two employees of the Italian Post Office.
It follows that throughout the screenplay there are clear visual references to the company. In essence, product placement arises when an agreement is signed between the brand and the film and television production company in order to reach a large audience. What is product placement in cinema and TV Both cinema and TV have been two generalist means of communication since their birth. They deal with broad-spectrum topics that involve a large portion of interested people. Therefore, the ease with which it is possible to reach the public constitutes an opportunity for many brands, which want to exploit the opportunity. But it has not always been easy to regulate the agreements made. There has often been talk of misleading advertising to the detriment of consumers who are unaware of everything. To date, in Italy, Legislative Decree 44/2010 is considered on the subject which transcribes the European legislation according to which product placement in TV or cinema productions is permitted provided that in the credits there are specific indications on the brands present and that no there are narrative interruptions linked to that same product . Additionally, promotional references to drugs or tobacco are prohibited. But where is the advantage of product placement? Product positioning In product placement, the benefits will always be greater than the costs . Brands try to promote their products through cinema and TV to limit costs, reach a diversified audience and associate the brand image with a more casual context. Furthermore, it becomes easier for the consumer to identify with the plot and the character/actor with whom the product is associated. The result is to have a more plausible context than one might believe. Indeed, in some cases, the context is constructed ad hoc and thus it is possible to bring it closer to the consumer so that the product used in the drama becomes a consumer product in reality. A case in point is Duff beer . How Duff Beer was born from Product Placement It represents reverse Product Placement . It was the satirical cartoon “ The Simpsons ” that made Duff beer a real product . In fact, the protagonist Homer is an inveterate drinker, despite Duff beer being the imitation representation of American commercial beers. Thus, inspired by the many admirers of the series and to prevent forms of replication, the cinema giant Fox sold the reproduction rights to the Mexican Rodrigo Conteras who has marketed it since 2008. Final thoughts At the end of this reading, I believe that we will gradually overcome the "witch hunt" of product placement. Even if in Italy there will still be some way to go . In my opinion, the battles for consumer protection should be concentrated on knowing the origin of the products or their true production chain, thus bringing a gesture of transparency and true commitment from the guarantor authorities to reduce many crimes and contribute to consumer awareness . We should overcome the idea that consumers are naive. For this reason, product placement through films, TV series or game streaming is welcome. Instead, do you have an example of product placement that you remember in particular? +16 Deepen your knowledge of social media marketing with: CATEGORIES Communication , Marketing RECOMMENDED READINGS Email marketing: 5 tips for using it Interview with Antonio Colomboni: the illustrator of the innovative edition of Baci Perugina RECOMMENDED PRODUCTS Content Creation Learn to ideate, plan and create effective content for social media Find out more Editorial Plan Learn to structure and manage an effective PED for your social channels Find out more CopyWriting Learn to write effectively on the web and beyond