#4 - Advertising Analysis

 Product Placement 

Everyone knows that they will see advertisements when they walk into a movie theater. After all, it is one of the most exciting things about going to the movies. I always enjoy discussing what movies I want to see with my family and friends as the advertisements play. Many people will view advertisements as a way to stay entertained before a film starts; however, did you know that the advertisements often continue after the film has begun? 

Product Placement has always been a fascinating topic to me. I will constantly point out product placements as I watch films and television. When I see a character drinking a can of Coke on the screen, I immediately know the motive behind it. You may not even realize that product placements have worked on you. For example, while watching television, you may see a group of people obviously eating at a McDonald's. Later, you may turn off the tv and ask yourself, why do I want to go to McDonald's so bad? I am here to tell you that you are the victim of product placement advertising. Regardless of whether or not you are familiar with product placement, there are many examples that you may be familiar with. 

Successful Product Placement: Stranger Things

Netflix's Stranger Things does an excellent job at advertising through product placement. There are two examples of products advertised throughout the show that adds to the storyline. These products are Eggo and Coca-Cola. 

In Stranger Things, the character Eleven is obsessed with Eggo waffles. Eggo is a frozen waffle company owned by Kellogg. The use of Eggo's in season one of Stranger Things boosted its sales and had it trending on social media. Not only were Eggo's sales increased, but it inspired merchandise related to the brand. 

Whenever I pass Eggo's in the store, I cannot help thinking of Eleven and Stranger Things. The show and the brand are often associated and acknowledged together; this shows how product placement is beneficial for both the brand and the advertiser. 

Another example of product placement in Stranger Things is Coca-Cola. In seasons one and three, Eleven uses mind control on a can. The can is strategically placed for the audience's view in both scenes. 

Season One

Season Three

In season three, Coca-Cola's product placement was used more significantly. For example, the show discusses New Coke, the name that Coca-Cola gave to the new flavor of its drink in the mid-80s, around the time the show takes place. Although, in reality, New Coke inevitably failed, the show uses it for humor while advertising the company at the same time. A scene in season three uses product placement for both Coca-Cola and Eggo waffles at once. Product placement for Coca-Cola is used periodically throughout the season. 

Apple TV

Apple TV uses product placement advertising for its own products. When streaming original content on the service, you will never see anyone using anything but a MacBook, iPhone, or any product created by the company. Although it should be evident that a company would use its own products on its platform, it is an excellent example of product placement and a good advertisement strategy.

Is Product Placement Effective? 

You may be wondering, does this advertising strategy actually work? In short, yes! One of the main reasons product placement is effective is that viewers do not "skip" or "fast forward" through them, and they are often an intricate part of the film's narrative. Not only is it effective, but there are many benefits to using product placement as an advertising strategy. According to BEN, there are six advantages to product placement: 

To put into perspective how often product placement is used, here is a list of movies and the products they advertised: 

E.T. The Extra-Terrestrial (1982) - Reese's Pieces 

Top Gun (1986) - Ray-Ban

Forrest Gump (1994) - Dr. Pepper, Apple, and Nike

Cast Away (2000) - Wilson and FedEx 

For me, product placement is one of the most interesting forms of advertising. I encourage you to look for product placement the next time you watch a movie or television show. Not only will you be surprised by how many times it occurs, but you will never be able to watch anything without noticing it ever again.