Product placement benefits for movie industry and manufacturers
As the movie industry has thrived in this mainstream media industry for a couples of decades. Meanwhile as movie has been a culture product. It is increasingly becoming an important way for people entertainment. Therefore we can see many commercials are showed in movies. It means the commercial doesn’t just show in the TV or radio. However, it is a trend to be embedded in movie. They are interdependent relationship between movie industry and product manufacturers. Because the movie needs more budget to invite the famous stars, meanwhile some high technologies are applied in the movies. Besides, manufacturers needs promoting their product during they invest the movie. This paper just based on product placement in movies finding out the benefits for movie industry and product manufacturers.
The product placement in movies began in the late 1940s, however at that time movie just for the wealthy families. The successfully product placement in movie made huge benefit for the movie and manufacturers was The African Queen in 1951.(Jonathan Duffy, BBC News, 2005) The Gorden gin was becoming more popular after this movie had showed. Meanwhile this movie was given a lot of money for the investment.(Newell, 2007) However, as movie becoming mass consumer goods and slowly to be a part of public life. As the film culture has been increasingly the popularity and the movie industry has been increasingly progress. We can find some product placements in each movie. However we can know there are many kinds of categories for product placement.(Li, Baidu , 2010) During Li’s research, there are 4 ways for product placement. They are visual product placement, verbal product placement, copywriting-style plot product placement and lifestyle product placement. Product placement is slowly into public view, audiences are received some commercial information from product placement when they are watching movie. This business model is being increasingly used by the producer. The film is the information carrier, it is carrying the advertising transformation function when audiences are watching movie. (Li, Baidu, 2010) Based on the advertising value, the entire movie industry operation funds are going to active. Besides, as audience increasing their awareness of entire movie industry, the product placement is going to thrive in the movie industry.
The literature review begins from the definition of product placement. Scholarly definitions of product placement primarily focus on placing products in the broadcast media for money. Balasubramanian (1994) referred to it as a hybrid message – a paid message aimed at influencing movie (or television) audiences via the planned and unobtrusive entry of a branded product into a movie. By the 1970s and 1980s, product placement became more of a revenue source for the studios, which were struggling to keep up with the increasing costs of production and advertising (Brands, 1991; Galician & Bourdeau, 2004). Because the film producers need various elements to make the film’s content rich, sometimes need to use real products to deepen the impression of the audience. In the movie, when we occasionally see a familiar commodity, we will feel the intimacy even sometimes we were amused by a proper commodity rather than other silly advertisement. For example, in the movie “You’ve Got Mail”, Kathleen Kelly was walking in the western street of New York every morning. She always went to Starbucks to drink a cup of coffee. In the evening, she would open her Apple Computer, enter AOL.com begin sending and receiving e-mail. Starbucks, Apple have been a fashion in the human world. These brands have their own unique symbolism. When the presence of these brands enter into the film, not only did not destroy the realism of the...
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