Product placement

During the 21st century, the use of product placement on television has grown, particularly to combat the wider use of digital video recorders that can skip traditional commercial breaks, as well as to engage with younger demographics.

By the time Jules Verne published the adventure novel Around the World in Eighty Days (1873), his fame had led transport and shipping companies to lobby to be mentioned in the story.

Manet's motivations for including branded products in his painting are unknown; it may be that it simply added to the work's authenticity, but on the other hand the artist may have received some payment in return for its inclusion.

[10] Research reported by Jean-Marc Lehu (2007) suggests that films produced by Auguste and Louis Lumière in 1896 were made at the request of a representative of Lever Brothers in France.

With the arrival of photo-rich periodicals in the late 19th century, publishers found ways of lifting their paper's reputation by placing an issue of the magazine in photographs of prominent people.

Although there is no definitive proof that product placement for Red Crown gasoline in The Garage, Fritz Lang's Dr. Mabuse the Gambler (1922) contained a prominent title card in the opening credits reading "The gowns of the female stars were designed by Vally Reinecke and made in the fashion studios of Flatow-Schädler und Mossner."

Similarly, in The Blues Brothers (1980), portions of the defunct Dixie Square Mall in Harvey, Illinois, were reconstructed in façade and used as the scene of an indoor car chase.

The 2006 Will Ferrell comedy film Talladega Nights: The Ballad of Ricky Bobby parodied the large amount of sponsorship in NASCAR, having the title character at one point drive with a "dangerous and inconvenient" decal of the Fig Newtons logo covering his windshield, and include a plug for Powerade into a saying of grace before dinner.

In a similar vein, in Looney Tunes: Back In Action, the main characters stumble across a Wal-Mart while stranded in the middle of Death Valley and acquire supplies just for providing an endorsement.

[61] The company producing Morleys was also involved in a cover-up conspiracy, Brand X. Ghostbusters had a faux product in the climax of the film when the team faces the Stay Puft Marshmallow Man.

[65] This went even further with the fictional brand Binford Tools which appeared in TV shows Home Improvement and Last Man Standing and in the Toy Story movie franchise, all starring Tim Allen.

This practice is also common in certain "reality-based" video games such as the Grand Theft Auto series, which feature fictitious stores such as Ammu-Nation,[66] Vinyl Countdown, Gash (spoofing Gap) Zip, Pizza Boy, etc.

[70] While radio and television stations are regulated by national governments, producers of printed or recorded works are not, leading marketers to attempt to get products mentioned in lyrics of popular songs.

In 2008, The Kluger Agency was claimed[71] to have proposed placement of Double Happiness Jeans,[72] a virtual sweatshop created as part of the Invisible Threads project for the 2008 Sundance Festival, in a Pussycat Dolls song for a fee.

[74] In January 2009, Migra Corridos, a five-song EP including accordion ballad "El Mas Grande Enemigo", had received airplay on twenty-five Mexican radio stations.

[75] No disclosure was made to the radio stations that the U.S. Border Patrol had commissioned the project with content devised by Elevación, a Hispanic advertising agency based in Washington, D.C., and New York City.

[76] In 2010, a video for Lady Gaga's "Telephone" was panned by critics for displaying nine brands in nine minutes (including her own line of Heartbeats headphones), many as paid product placements.

[77] Other 2010 music videos displayed the PlentyofFish website include Natasha Bedingfield's "Touch", Flo Rida and Akon's "Available", Jason Derulo's "Ridin' Solo",[78] and 3OH!3's "Double Vision".

Due to tightening regulations on tobacco advertising worldwide, many of these sponsorships have either been dropped, or downplayed and replaced with subliminal versions on vehicle livery when races are held in regions with heavy restrictions or outright bans on the marketing of cigarettes (such as the European Union).

[94][95] Automobiles, apparel, beverages, home goods, furniture, consumer electronics, computers, restaurants, financial institutions, travel, airlines and websites are just a few of the product categories.

[102] The James Bond series has also featured associations with various accessory and fashion brands, such as Rolex and Omega watches, Calvin Klein clothing, and Samsonite luggage.

[103][97] Vera Wang, Carolina Herrera, Christian Lacroix, Lanvin, Dior, Oscar De La Renta, Manolo Blahnik and Vivienne Westwood were all featured in the TV series Sex and the City.

the Extra-Terrestrial was the result of a sponsorship deal; it was originally intended for the titular character's favorite food to be M&M's candies, but Mars Incorporated turned down an offer, believing the film's alien would scare children.

[133][134] One notable example was the 1970 song "Lola" by The Kinks, which originally referred to "Coca-Cola" but was quickly changed to the generic "cherry cola" in order to be played on BBC radio.

[142][143] The Island features at least 35 individual products or brands, including cars, bottled water, shoes, credit cards, beer, ice cream, and a web search engine.

[citation needed] The 2009 Star Trek, in a scene where young James Kirk drives and crashes a Chevrolet Corvette, he operates a Nokia touch-screen smartphone.

[156] The movement gained support from cast and crew, with series star Zachary Levi leading hundreds of fans to a Subway restaurant in Birmingham, United Kingdom.

[158] In 2005, the Writers Guild of America, a trade union representing authors of television scripts, objected that its members were forced to produce disguised ad copy.

For example, Australians,[202] Austrians[203] and Germans[204][205] tended to evaluate product placement more critically and show less positive reactions than Americans or people from certain Asian countries such as India.

[216] Tools It is very difficult to measure the effect of a product placement on viewers : access to exposed audience, recruitment, interviews, database for results comparison, independence from agencies... And more of 70 criteria must be analysed to be comprehensive.