By Sophia Bruzgis
In today’s media-saturated world, brands are always looking for new and innovative ways to get customers’ attention, especially when traditional television advertising seems to be holding less power. While watching a TV show or movie with, consumers are now likely to ignore or skip advertisements all together. Additionally, some streaming platforms also make it possible for subscribers to pay for advertisement-free streaming plans. Brands found a solution to this problem, grasping consumers’ attention by imbedding their products into scenes and storylines in a natural, non-intrusive way. This is done in almost every television show and movie today, and has proven itself to be a very effective method of advertising when executed correctly.
Different Types of Product Placement
Physical Placement: The first and most common is physical placement. This method is likely the one that comes to your mind when you think of examples of product placement in television and film. This is done by displaying the product in a shot, and oftentimes having characters use or interact with it. Recall the car chase scene from Greta Gerwig’s Barbie (2023). Barbie is picked up at the Mattel headquarters by a getaway car, a blue 2024 Chevrolet Blazer, and embarks on a high speed chase. Throughout the chase, the car’s most impressive attributes are highlighted and displayed, such as its speed, safety features, and overall sleek appearance. Barbie is then able to make it back to safety, all thanks to the Chevy Blazer that saved her. While Chevrolet vehicles are shown throughout the entire film, this scene stood out in particular as it was much more obvious than many other examples of product placement, there was no missing it.
Virtual Placement: This entails digitally placing products into existing media. This could look like showing logos or advertisements on TV, video games, phones, computers, and more that are being used by characters. These are usually inserted post-production, allowing for more flexibility for both the brand and production team.
Mentioned, but Not Seen: Sometimes, products don’t even need to be shown for placement to be effective. This method refers to characters mentioning the product in their dialogue, but the audience never actually sees the product on screen. For example, in The Devil Wears Prada (2006), Starbucks is mentioned various times throughout the film. The Editor in Chief for Runway (the fictional magazine in the film) always demanded her Starbucks coffee. It was the responsibility of her assistant to ensure that she had her Starbucks coffee whenever she wished. However, despite the numerous call outs of the brand, we never once saw a Starbucks logo or store in the film, instead it created a stronger understanding about the characters’ lifestyles.
Aural Placement: This is another method in which the product is never actually displayed on screen. Instead, a sound specific to the brand, such as a jingle or slogan is featured and heard by viewers. A great example of this occurred in Wayne’s World (1992), Pepsi’s infamous slogan “The choice of a new generation” is said by two characters. This makes viewers call back to Pepsi and makes them think of the product, without ever saying the name or showing it.
Why Product Placement Works
Each of these methods are unique and have different benefits, creating flexibility for directors, and allowing for various levels of involvement and visibility for the brands and their products. They may also choose to use multiple of these approaches throughout in order to take advantage of the power of repetition. The ongoing repetition causes a higher chance of subconscious recognition and recall when viewers encounter the brands in their every-day lives. Based on this, brands also consider which shows and movies align best with their products, picking genres and themes that they want to associate themselves with. This gives advertisers the ability to tailor their message while positioning themselves with their target market and reaching them further.
Why It’s Important Today
For decades, product placement in media, particularly television and film, has shown itself to be a powerful tool in marketing. However, in today’s world where audiences have become fragmented across streaming services, seamlessly integrating products without disrupting the viewing experience has become crucial as consumers are more resistant to traditional advertising. Marketers combat this resistance by creating subtle positive associations between products and characters by embedding them into the narratives, making viewers more likely to resonate, enhancing the brand’s appeal. This can then lead to boosted awareness, drive consumer interest, and increase sales.
Product placement has been and will continue to become more relevant in the entertainment world. So, the next time you settle in for a show or movie, take a moment to notice the products on screen and consider the subtle marketing messages woven into the story—it’s all part of the viewing experience.
References
What is Product Placement in TV
AMA University of New Hampshire 
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