Exploring Product Placement in Media

“Why does Spider-Man drink Dr. Pepper?”  This seemingly random question highlights a marketing strategy named product placement, which involves integrating products or brands into movies, television shows, and other forms of media. In this paper, I will explore the history of product placement and discuss new media outlets where products can be showcased.

The history of product placement started in the early days of cinema, where brands like Coca-Cola were featured in silent films as a form of subtitle advertising. As years passed, the use of product placement increased in Hollywood films, particularly during the Golden Age of cinema in the 1930s and 1940s. However, it wasn’t until the 1980s that product placement began to gain significant traction as a recognized marketing technique. Films like “Top Gun” featured product placements, showcasing the brand “Ray-Ban sunglasses”. Since then, product placement has become an efficient marketing tool in the entertainment industry, generating revenue for filmmakers and product manufacturers.

One example is in the film “The Truman Show”, where McDonald’s and Kodak were added to the fictional world. In the television series “Stranger Things,” the characters are often seen drinking Coca-Cola, which serves as a clever marketing strategy for the beverage giant. These examples demonstrate how product placement can integrate brands into the storyline, enhancing both the viewer’s experience and the advertiser’s exposure.

In addition to traditional films and television shows, new media outlets have opened up opportunities for product placement. Music videos are an effective platform for showcasing products; artists can incorporate brand logos or feature specific products in their visuals. Podcasts can also be used to promote products and services, where brands integrate their products into podcast content through the introduction of the host or natural conversations in order to help them reach their target audience. Furthermore, platforms like Netflix and Amazon Prime have created original content that can be tailored to include product placements, allowing for a more targeted and customized approach to advertising.

There are many other opportunities for product placement in existing popular films. “Inventing Anna” is a documentary about the journey of Anna moving to New York and setting herself up with a fake identity, an uber-rich German heiress. There is an excellent opportunity for product placement for travel booking platforms, which would allow the audience to see the character’s accommodation options while immersing themselves in the city. The show could feature Anna browsing through the platform, exploring luxury hotels or unique apartments in New York, giving viewers a glimpse of what they can find on the platform. Another example can be in “Emily in Paris” where skincare brands in the show would align with the focus on beauty and self-care. Emily could be seen incorporating skincare routines into her daily life and showcasing the products and highlighting their benefits.

By integrating products into movies, podcasts and other media outlets, advertisers can effectively capture the attention of audiences while enhancing the overall entertainment experience.