product placement
DESCRIPTION
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 sizeTRANSCRIPT
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
WHAT IS PRODUCT PLACEMENT?
EXCHANGE OF SERVICE HIDDEN CORPORATE MESSAGE DIFFERENT KIND OF PRODUCT PLACEMENT TIVO KILLED THE ADS?
HISTORICAL BACKGROUND
THE SILENT ERA THE 50´S A INNOCENT TIME?
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
$
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
SEINFELD – A SHOW OF NOTHING CHANGED EVERYTHING
PLACEMENT ALLOWED JOKE ON THE BRAND CHANGED ATTITUDE TO PRODUCT PLACEMENT IN TV
FRIENDS
GLOBAL SUCCESS AIMED TO A YOUNG AUDIENCE PRODUCT PLACEMENT IN THE PLOT RALPH LAUREN VIRTUAL PRODUCT PLACEMENT
24
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
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BOND MOVIES ALWAYS SHOWED NEW PRODUCTS MALE FANTASY OUTDATED AFTER THE COLD WAR AS WELL AS BONDS VALUES FRANCHISE UPDATED IN THE MID 90´S TIME TO SELL GADGETS..
”GOLDENEYE” 1995
A NEW LEVEL OF PROMOTION $3 MILLION TO SWITCH FROM ASTON MARTIN TO BMW Z3 FROM ROLEX OMEGA WATCHES
”TOMORROW NEVER DIES” 1997
CRITICIZED FOR TO MUCH COMMERCIAL, $160 MILLION FROM SPONSORS
ERICSSON ADMIT FAULTS BUT CONTINUE TO SUPPORT 007
”DIE ANOTHER DAY” 2002
NEW RECORD FOR PRODUCT PLACEMENT $35 MILLION TO RETURN BOND TO ASTON MARTIN
”CASINO ROYALE” 2006
HUGE ANTICIPATION FOR THE FIRST IAN FLEMING NOVEL THE TREND OF TEXAS´HOLDEM POKER FEWER BRANDS, MORE INVOLVEMENT NO FANTASY GADGETS
”QUANTUM OF SOLACE" 2008
FORD KA, SONY ERICSSON C902 CYBER-SHOT PHONE,
OCEAN SKY, JAMES BOND THE HARDEST SPONSORED ACTION HERO
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
CONCLUSION
GOOD AND BAD PRODUCT PLACEMENT?
MOVIES MORE EXPENSIVE TO SHOOT THESE DAYS
IDENTITY PLACEMENT WHAT SHOULD BE ALLOWED?