Media Literacy Conference: Product Placement - A Case Study

Product placement, also known as embedded marketing, is a type of advertisement in which branded products or services are placed in a movie, television show, or other type of media wherein ads normally do not appear. Product placement became a widespread marketing technique in the 1980s. This subtle promotion of a product begins with a contract between a media company and a product manufacturer. The media outlet receives financial compensation, as the manufacturer pays a fee for the benefit of having their product displayed, used, or significantly featured in a film or show. For instance, Pepsi might pay a set fee for the main character to drink their beverage, or Ford might pay for a character to drive their newest vehicle.

Hollywood is always at the forefront of experimenting with innovative products, and it is quite successful in leading the public to do likewise. One such example is the e cigarette, a hand-held device that looks and performs like a tobacco cigarette. The main purpose of an electronic cigarette is to provide nicotine to the user while simultaneously emitting a smoky vapor. However, the electronic cigarette does not contain tobacco. It is battery-powered and has a cartridge with a liquid solution that is inhaled. The device can be reused endlessly without the damaging effects of real cigarettes. Product placement of the electronic cigarette can be observed in a scene from the movie “The Tourist” with Johnny Depp and Angelina Jolie. The two characters are on a train, and Jolie is seeking a nice guy to set up. She sees modest Depp sitting, reading a novel, and puffing on an electronic cigarette. During their ensuing conversation, Depp continues to puff, and at first glance, the cigarette appears to be a real tobacco cigarette, but closer observation reveals a vapor disappearing into the air, and extra confirmation is offered by the “no smoking” sign cleverly worked into the camera shots.

Other celebrities shown using the electronic cigarette include Katherine Heigl (who puffed on one during the Late Show, where David Letterman took a puff of hers as well), Jose Canseco, Leonardo DiCaprio and Kate Moss.

By using product placement, companies hope that viewers will notice the products the characters are using and decide to use these products themselves, either because they are fans of the character and wish to be like them or because of the subliminal hint delving slyly into their subconscious minds.