product placement

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WHAT IS PRODUCT PLACEMENT? HISTORICAL BACKGROUND HOW E.T. CHANGED EVERYTHING.. SEINFELD – THE JUNIOR MINT FRIENDS & OTHER TV-SHOWS THE REBIRTH OF JAMES BOND UNETHICAL PRODUCT PLACEMENT CONCLUSION 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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Page 1: Product Placement

WHAT IS PRODUCT PLACEMENT? HISTORICAL BACKGROUND HOW E.T. CHANGED EVERYTHING.. SEINFELD – THE JUNIOR MINT FRIENDS & OTHER TV-SHOWS THE REBIRTH OF JAMES BOND UNETHICAL PRODUCT PLACEMENT CONCLUSION

PRODUCT PLACEMENT

Page 2: Product Placement

WHAT IS PRODUCT PLACEMENT?

EXCHANGE OF SERVICE HIDDEN CORPORATE MESSAGE DIFFERENT KIND OF PRODUCT PLACEMENT TIVO KILLED THE ADS?

Page 3: Product Placement

HISTORICAL BACKGROUND

THE SILENT ERA THE 50´S A INNOCENT TIME?

Page 4: Product Placement

HOW E.T. CHANGED EVERYTHING..

THE SPIELBERG ALIEN – A POP CULTURAL ICON IN THE 80´S M & M REFUSED TO PARTICIPATE REESE´S PIECES LEAPED 65 % AFTER THE PREMIERE NEW STANDARD FOR CORPORATE INVOLVEMENT IN FILMS

$

Page 5: Product Placement

SEINFELD – A SHOW OF NOTHING CHANGED EVERYTHING

POPULAR 90´S SITCOM PRODUCTS A RECURRING THEME A SHOW ABOUT NOTHING 1993 - THE FIRST EPISODE DEVOTED TO A SINGLE BRAND

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SEINFELD – A SHOW OF NOTHING CHANGED EVERYTHING

PLACEMENT ALLOWED JOKE ON THE BRAND CHANGED ATTITUDE TO PRODUCT PLACEMENT IN TV

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FRIENDS

GLOBAL SUCCESS AIMED TO A YOUNG AUDIENCE PRODUCT PLACEMENT IN THE PLOT RALPH LAUREN VIRTUAL PRODUCT PLACEMENT

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ABOUT A COUNTER TERRORIST UNIT -CTU

-REFLECTS THE REAL PARANOIA FOR TERRORISM PRODUCT PLACEMENT FOR CELL PHONES JUSTIFIED THE USE OF TORTURE IN IRAQ & AFGHANISTAN

FOR AMERICAN SOLDIERS

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THE REBIRTH OF JAMES BOND

BOND MOVIES ALWAYS SHOWED NEW PRODUCTS MALE FANTASY OUTDATED AFTER THE COLD WAR AS WELL AS BONDS VALUES FRANCHISE UPDATED IN THE MID 90´S TIME TO SELL GADGETS..

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”GOLDENEYE” 1995

A NEW LEVEL OF PROMOTION $3 MILLION TO SWITCH FROM ASTON MARTIN TO BMW Z3 FROM ROLEX OMEGA WATCHES

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”TOMORROW NEVER DIES” 1997

CRITICIZED FOR TO MUCH COMMERCIAL, $160 MILLION FROM SPONSORS

ERICSSON ADMIT FAULTS BUT CONTINUE TO SUPPORT 007

Page 16: Product Placement

”DIE ANOTHER DAY” 2002

NEW RECORD FOR PRODUCT PLACEMENT $35 MILLION TO RETURN BOND TO ASTON MARTIN

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”CASINO ROYALE” 2006

HUGE ANTICIPATION FOR THE FIRST IAN FLEMING NOVEL THE TREND OF TEXAS´HOLDEM POKER FEWER BRANDS, MORE INVOLVEMENT NO FANTASY GADGETS

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”QUANTUM OF SOLACE" 2008

FORD KA, SONY ERICSSON C902 CYBER-SHOT PHONE,

OCEAN SKY, JAMES BOND THE HARDEST SPONSORED ACTION HERO

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UNETHICAL PRODUCT PLACEMENT

WHAT´S UNETHICAL PRODUCT PLACEMENT? PRODUCT PLACEMENT FOR 44 MAGNUM, A HUGE SUCCESS THE COMMERCIAL EFFECT OF 007´S NEW GUN WALTER P-99 GLOCK PROMOTION IN U.S. MARSHALS 1998

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CONCLUSION

GOOD AND BAD PRODUCT PLACEMENT?

MOVIES MORE EXPENSIVE TO SHOOT THESE DAYS

IDENTITY PLACEMENT WHAT SHOULD BE ALLOWED?