I watched the new movie “The Other Guys” the yesterday and noticed how product placement has definitely changed over the years. From the famous Reese’s Pieces placement in E.T., an appearance that was not paid for, to companies paying to get their product out there any way possible. These companies truly believe that any advertising is good advertising. One character in the movie owns a Toyota Prius, and he is constantly ridiculed for owning a car that is not manly. I believe that Toyota still paid to have their product appear in this movie just to remind people of their brand. There is, of course, also reference to the amazing fuel economy of the vehicle, and throughout the movie the vehicle appears to be indestructible. I found it interesting that a company would agree to have it’s vehicle portrayed in a negative way through such a widespread medium as film. Product placement is effective because the people watching these programs are not expecting to see advertising, so they are paying closer attention than they do to say, a commercial. This is another good example of how modern day marketing is about creating brand recognition and thinking of more creative ways to get the attention of consumers who are becoming better and better at tuning out promotional activities.