Trends In Film Advertising

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Introduction: In-film branding is a non traditional technique used in films to promote a brand. In-film branding doesn’t mean projecting a brand name on screen visually it can be done both verbal and visual. Sometimes song lyrics do include brand names. The lyrical presentation of branding in movies shows better impact than visual presentation in a movie. Because the target audience watch movies once or twice but they listen to the songs repeatedly for ages together. This makes every audience connect to products and their brand in a state of enjoyment and entertainment unknowingly. The first in-film branding started in India with coca-cola in Chaltika Naam Gaadi,1958. Since then the bollywood films have been following In-film branding strategy. …show more content…

In a way to increase the flexibility to reach the audience In-film branding has been increased largely (Otker, 1988: 77-86; Meenaghan, 1991: 328). “Hybrid messaging” can be termed as branding, which means paid attempts for commercial achievement with non commercial characterization (Balasubramanian, 1994). The character leads the story with live environments and products which can makes audience to accept the situation.
Branding and product placements started with branding of cigarettes by actors and actresses in the films of 1920’s (Schudson, 1984). Major brands relating to consumer products industries like beverage, fashion, automobiles and telecommunications used the branding technique for years together(McCarthy, 1994).
Drama is the film genre which involves large number of audience (Vorderer & Knobloch, 2000).It is a frequently used genre for branding in Movies (Sapolsky & Kinney, 1994). …show more content…

Being a nature lover, the characterisation of protagonist doesn’t allow anyone to spoil the nature, in a particular scene he argues with one of the heroines to stop firing crackers. This shows the strong characterisation of environmental friendliness. By using the Royal Enfield, the protagonist spreads a message about Royal Enfield as Eco- friendly. For travelling long distance and when there is a shift in protagonist’s characterisation from rich to middle class family using the vehicle projects brands economical value.
Yokohama, who’s branding is done all over the movie from a hoarding which is outside the garage. It has done its branding with pure and loyal characterisation of garage people with a tag line of “your tires”.
Most of the regional news channels are used in the movie to collect and disseminate information, but N-tv projected its logo most of the time by being the first and foremost in a

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