Case Study 3-F

Case Study 3-FWas that an apple computer I just saw? A comparison of product placement in the u.s. network television and abroad

What is product placement?Product placement is the act of companies paying television and movie producers to put their products in their programs in order to gain more exposure for the item or service.For example, if you were to watch an episode of Law and Order and notice that one of the characters drinking a Coca-Cola or driving around in a BMW, that would be an example of product placement.It is also referred to as brand integration and has been an effective form of advertising for a couple of years now.

Is product placement ethical?For the most part, product placement is a very benign way to get exposure for a company. However there have been times where it has been used inappropriately.For this case study there is a story about a BBC show called Spooks where after an Apple logo appeared on the show and the show was accused of accepting money and favors for this particular product placement. (Patterson, 2014, pg. 73-75)This violated BBCs rules and the logo was subsequently taken out.

Why use brand integration?Many producers argue that in order to make their programs feel more realistic, then the obvious solution is to use brand integration. (Patterson, 2014, pg. 74)This helps the viewer feel more involved in the program, although some think that there is not enough done to make these promotions fair. (Patterson, 2014, pg. 74)Many of the creators of these shows and movies want brand integration and product placement to be more the choice of the creators themselves and they also would like a share when writing a product into the story line. (Patterson, 2014, pg. 74)In order to create a successful product placement advertisement, the product in question must be integrated in a way that is natural, and fluid. (Patterson, 2014, pg. 75)

Comparing the previous examplesSo why is it that Waynes Worlds use of product placement is more acceptable than the use found in The Wizard? 1. People should not pay to go see a 2 hour long commercial for Nintendo when they were expecting to see a legitimate movie.2. Waynes World did not focus the entire movie on brands as The Wizard did, it simply highlighted the premise in a brief joke and then moved on.3. The Wizard was not transparent and open about its true goal, blatant promotion, where Waynes World was up-front about joking about product placement.

The FCC and product placementIn order to ensure that product placement is used legally and not to take advantage of viewers, the FCC has in place some guidelines.First, if any individual involved in any capacity profits both directly and indirectly from an instance of brand integration, they must be transparent and tell the viewers on the air. If not they can be subject to penalties. (Cicelski, P. A., 2010)Also, producers of the shows must disclose that they have a pre-established deal with a brand to the broadcasters. This allows the broadcasters to integrate in the appropriate brand disclosures. (Cicelski, P. A., 2010)

The TARES Test and product placementIn the book there is a test for advertisements called the TARES Test. It is comprised of five different questions in order to legitimize an advertisement and determine if it is ethically made or not.1. Are the ad claims Truthful?2. Is the claim an Authentic one?3. Does the ad treat the receiver with Respect?4. Is there Equity between the sender and the receiver?5. Is the ad Socially Responsible? (Paterson & Wilkins, 2014, pg. 57 )Using these questions can help us determine if any advertisement, including subtle product placement, is ethical.

What would Immanuel Kant have to say about product placement?Immanuel Kant believed that consequences did not determine an actions right or wrongness, but whether or not they fulfill the duty for us. (Kantian Ethics ,n.d.)As far as product placement goes, as long as an item or service does the same thing in the show as it will when we use it, it is ethical.It is important to note though, that a company can still fulfill what is expected of them and take advantage of their viewers.

10

Was the Spooks example ethical?After going over what is and is not ethical, the example the case study gives would certainly be considered unethical.If the allegations that were brought up were true about the show taking cash and favors, then it would be a blatant breach of viewer trust, but even the act of not crediting Apple with their logo is grounds for unethical behavior.In order to stay in good standings with the viewing public, rules must be followed so that viewers and production experts are not taken advantage of through big corporations.

Sources:Cicelski, P. A. (2010, September 02). Product Placement and the FCC. Retrieved June 25, 2016, from http://www.commlawcenter.com/2010/09/product-placement-and-the-fcc.htmlPatterson, P., & Wilkins, L. (2014).Media Ethics: Issues and Cases(Eighth ed.). New York, NY: McGraw-Hill.Kantian Ethics. (n.d.). Retrieved June 25, 2016, from http://www.csus.edu/indiv/g/gaskilld/ethics/kantian ethics.htm