Movies, TV shows and music videos are rapidly becoming vehicles for the ulterior marketing and advertising motives. There are at least 9 obvious product placements in Lady Gaga’s 9-min MV, Telephone.
Unlike traditional advertisements, product placement is a kind of covert advertising. We will not notice the existence of advertisements when focusing on the story or the music. Subliminally, audiences are influenced by the advertisements, which increases the market demand of these products. The best example is the online store that was mentioned in Sex and the City. The store called Bag Borrow or Steal obviously benefits a lot from product placement. (“Sex and the City” and the handbag marketing business) That is why companies are willing to pay for the placements.
At the same time, product placements can be a win-win strategy for the movie/show investors. It makes the movie more realistic when the things used by the main characters are what we can find in daily life. In addition, investors could get more budgets and profits. No wonder that investors are giving company’s the chance to buy ‘spots’ in their movies/shows.(product placements in movies)
However, product placements are now regarded as a phenomenon of hypercommercialism in movie industry. More and more investors are overly taking advantage of it that it gradually becomes annoying for the audience.
Product placement can be a win-win strategy as long as it is made use of. After all, movies/shows are supposed to be art, not long commercials.