Product Placement Analysis

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It has been widely discussed and criticised in recent years that franchises and their use of product placement within their films has had a large impact on the consumers. Although product placement within these films may not be as obvious to the viewer, then those featured in other types of films (see appendix), It seems that the volume and reoccurrence of the products being advertised can be classed as excessive. These films are also advertising bigger products such as cars and technology brands which appeal more widely to their audiences. One such film that received negative feedback for the excessive use of product placement in Jurassic World (2015)
Per an article featured on brandchannel.com Jurassic World has over 34 different products
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PRODUCT PLACEMENT!! Dun dun duhhh! Jesh it was so in your face it was ridiculous”. Tweet @lozabee (2015)
“Did anyone else see the long commercial for Starbucks, Coca-Cola, a Mercedes, and a Pandora bracelet because I also liked Jurassic World”. Tweet @jknit135 (2015)
The other film chosen for discussion within this genre is Transformers: Age of distinction. This film was also the centre of much debate relating to product placement, but for a different reason. Viewers, felt that the film did not contain enough placement for the size of its budget.
The film distributor faced a lawsuit after failing to feature a Chinese brand in the final cut of the movie. “Wulong Karst Tourism takes Paramount to court in a $27 million lawsuit this week, saying the studio failed to hold up its end of the deal. The state-backed Chinese company claims to have paid $750,000 to have its logo inserted into the movie and that never made it in”. Hooton
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In an article featured in the guardian newspaper journalist Steve Rose discussed this topic in relation to television and film and how Netflix and other influences have changed the advertising of products in recent years.
“One factor fuelling the rise of product placement is that traditional advertising breaks aren't hitting home like they used to. We love our new era of quality television so much, we'll do anything we can to watch it uninterrupted, whether that means paying subscriptions, watching on DVD, streaming and downloading online (legitimately or illegally), or, most often, using PVRs to fast-forward over the ad-breaks. Per research, 90% of households with digital recording use it to skip ads”. Rose

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