Product Placement Dr. Niann-Chung Tsai Professor and Director, Digital AV & Web Learning Center Shih Hsin University Definition of Product Placement Product Placements in Television and Film Product Placement VS. Concept Placement
Dr. Niann-Chung Tsai
Professor and Director,
Digital AV & Web Learning Center
Shih Hsin University
Product Placements in Television and Film
Product Placement VS. Concept Placement
What kind of communication effect does product (concept) placement have?
What do viewers really think about product (concept) placement?
Topic & Issues
Fedex in “Cast Away”
Apple PowerBook in “24 Hours”
While watching television, do you often ignore your television or zap the commercials during commercial breaks to avoid advertisements? If you are one of the millions of viewers who purposely avoid advertisements. The placement designers are catching on to you！
There are three main types of product placements that are used today which are visual placement,auditory placement, andplot connection.
This occurs when a product, service, or logo can be simply observed within the setting of a television show or film. For example, during a television program you may notice that a can of Coca-Cola is sitting on a table.
Coke-Cola American Idol
Products that are visually presented and not discussed, and are not as effective because the visual channel is often used to display products without discussing them. Sometimes the items are used as part of the background scenery and tend to go unnoticed by viewers because they are listening rather than observing the set.
E.T. Reese’s Pieces
This occurs when a character verbally refers to a product or service that is scripted within the program. The effect of an auditory placement depends on three factors：
Auditory information has a greater effect than visual placement on viewers because they can process the information even when they are not looking at the television or movie screen. People tend to pay more attention to what is being said by characters, especially during programs in which the viewer is highly involved.
This type of placement occurs most often and usually has the greatest impact on viewers. Plot connection occurs when a brand makes a low or high-level contribution to a storyline.
Plot connection usually involves the physical handling of products and can have the greatest impact on viewers when the brand is highly connected to the plot.
The Truman Show
TiVO Digital Recorder
Product or concept placementis considered as one of the persuasivecommunication skills. For different ways of making use of product or concept placement, we can not say its way of approach is wrong or correct. It would be better to consider the product or concept placement as a way of information delivery. Therefore, as a way of information delivery there is only with delicate approach or awkward approach.
Why are there so many arguments in today’s product placement on mass media? Most arguments are due to political issues since the political ideology should not get involved in the product or concept placement.