Week 10: Product Placement

(Discussion)

Dr. Aleena Tan Poh Ling

ADT 104:Introduction to Mass Communication
 Product Placement
• An advertising technique used by
companies to subtly promote their
products through a non-traditional
advertising technique, usually through
appearances in film, television, or other
media.
• Also known as "embedded marketing" or
"embedded advertising," product
placements are typically found in movies,
television shows, personal videos, radio,
and — less commonly — live James Bond Movie
performances.
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 Product Placement
• In exchange for product placement rights companies may pay a
production company or studio in cash, goods, or services.
• Through product placement, companies hope that moviegoers
will take note of the products used by the characters, and
therefore think more strongly about using the products
themselves.

The Ironman 3
 Product Placement
• Digital editing technology has been utilised to introduce or
change product placements in post-production, sometimes
going back to change items used in syndicated shows long after
they were filmed.
• When advertisers object to their brands being featured in
productions, producers may engage in "product displacement,"
where they remove logos digitally.

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 Product Placement
• Brands are using social platforms like
YouTube, Facebook, Twitter, and
Instagram for product placement as
well.
• Social influencer with followers will
wear branded clothing or use
branded items to spread the word
about that product to their fanbases.
• TV shows and movies will also tap
"social influencers" to grab this
audience through a different medium
than TV and movies.
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 Activity
Watch any of the movie below:
Avengers Endgame – 2019
Spiderman – Far from home

• List down the product placement that you have observed in the
movie.
• Post your answer at : https://
padlet.com/aleenatpl/7z4zwui6445qnkzz