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Influence of culture on consumer behaviour
Research objectives of How effective is Product placement in Movies
Influence of culture on consumer behaviour
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The Effects of Product Placement in Top Gun on Society
Product Placement can set trends and fads in society. An example of this is in Top Gun, when Top Gun was released in the 1980s, Ray Bans Aviator sunglasses saw a surge in sales. A similar product that received great benefits from product placement was Reese’s Pieces in the 1980s, “The placement of Reese’s Pieces in E.T. was credited with temporarily tripling sales …” (Newell, Salmon, and Chang 589). The publicity and popularity of the film created a trend where everyone wanted to have a set of sunglasses like Maverick. This trend was established using product placement coupled with the director’s cinematic techniques and portrayals of the film. An example of the cinematic techniques used
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The acting by Tom Cruise added to the characterization of Maverick using body language and attitude that Cruise was able to portray through the screen. The director and screenwriter portrayed Maverick as a hot-shot, American Hero and Tom Cruise played it well. Maverick was a character that the audience fell in love with, much like children did E.T., because of his patriotic, American fighter attitude. This provided positive advertisement for the famous aviator sunglasses. What kid did not want to grow up and be a fighter pilot like Maverick after this film? Maverick connected with the patriotic, American side that had been hidden inside. This created a wave of people that wanted to be like Maverick and have a stylish pair of Ray Bans Aviator sunglasses. The music in the film also helped fuel the patriotism that Maverick stirred in the film by playing inspiration music that built to a climax mirrored the progression of the scenes. Therefore, product placement can fuel trends in society using product placement and positive theatrical elements such as inspiration acting and …show more content…
Product placement can cause an audience member to view the product in a negative way. For example, if the director in Top Gun decided to make a scene where the fighter jet pilots kill civilians the opinion of the military would be degraded and could be used as a political message against militarism. Some viewers worry that product placement is overtaking film; as is stated in The Economist, “Product placement is rapidly blurring the line between content and advertising” (62). In movies today, it is often impossible to detect if an object is put in the film because of product placement or because the director wanted it unless an individual looks at the expense of producing a film. Disagreement has long been occurring regarding product placement; “The movie exhibitor newsletter Harrison’s Reports railed against the use of on-screen advertising for products such as Kellogg’s Toasted Corn Flakes and Corona typewriters, arguing that “the act of a person who steals your screen is no different than the act of a person who steals your watch” (Newell, Salmon, and Chang 587). Therefore, there is moral debate about whether it is right to subject an audience to unknown advertising and steal time on the screen form the
Have you ever thought how much research and effort a company has done to make their product appeal to you? A company will conduct surveys, record human responses to specific images, and adhere to government regulations not to mention all the different designs produced, just so that you will want to buy their product over their competitors. In Thomas Hine’s essay, What’s in a Package, Hine discusses the great length the response that a consumer should have when looking at a product’s packaging, the importance of manufactures’ marketing campaign, the importance of packages depending on the culture, then finally to why designs will change over time.
Ray Ban’s mission statement is “Timeless style, authenticity and freedom of expression are the core values of Ray-Ban, a leader in sun and prescription eyewear for generations. From its debut in 1937 with the now-iconic Aviator model created for the American Air Force to today, Ray-Ban has maintained a unique cultural relevance and has become a symbol of cool, worn by celebrities and public figures all around the world”. This mission statement holds the general objectives of the company, and shows their intentions for their visual arguments. The Ray Ban Company intends to be a cool timeless brand that is used by celebrities, and public figures. This particular ad’s intention is to pursue the image of being cool. This is because the ad uses the visual text to compel the audience to not be “mundane”, and makes the claim that Ray Ban sunglasses are the cure for this. Another consideration is the demographic that the company intends to reach with this visual
In the end, I find that Robert Scholes is correct in his conclusion that commercials hold a certain power, with which they can alter our decisions whether or not to buy a product. Through visual fascination, we are offered images we could never have on our own; through narrativity, we are told what to think and how to think it; and finally through cultural relativity we connect with the rest of the world. When these three forces are combined by advertising, our brains cannot help themselves, we allow ourselves to become brainwashed by corporate America. This is why Robert Scholes feels that Reading a Video Text should be taught in school.
While watching this film I gained greater insight into the intricate process that goes into the ads in which I come into contact every day. This film revealed the vast amount of advertising that surrounds me every day which I may often miss. I am now more aware that each ad I see from location to color to size has a purpose behind the choices made to create it.
Usually, television sales choose a time when consumers are free to watch television to present fancy commodities like jewelry. The announcer talks about the features of the product over and over for a half an hour. It gives the consumers a feeling that something he/she needs that product ever if it was expensive, they can be offered. Different brands send direct mail catalogues with their websites or phone numbers for ordering, it gives consumers the opportunity to shop when and where they want, and how the brands are collecting votes for their commodities. What all the companies need to do is let consumers vote for their brand by hiring people who can innovate a now features for their commodities or produces.
Thomas Frank’s book entitled The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism takes a poignant look at the advertising world of the 1950’s and 1960’s, exploring how advertising played a role in shaping the next generation of consumers. Frank points out that he believes many misunderstand how important the key industries of fashion and advertising were to the shaping of our consumer culture, especially in getting Americans to rethink who they were. The industry of advertising was not conforming to the upcoming generation, instead the new consumer generation was conforming to the ideals of the advertising industry. Frank believes that the advertising and fashion industries were changing, but not to conform to the new generation, instead to shape a new generation of consumers.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
The Z3 case provides a stimulating overview of how creative ideas can influence a new product launch. It illustrates the role of cross-promotions and movie product placements within the marketing mix, as well as their role in developing a new brand and a brand’s ‘personality’. It also shows how communications strategy and tactics have evolved beyond traditional TV advertising.
When creating a marketing mix for a product, the company needs to look at the 4Ps: product, place, price and promotion (Eugene McCarthy, 1960). “When considering the 4 P’s of the GoPro, it is clear that the company’s success has been due in large to such great marketing.” (Suki Chan, 2013)[1].
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
As civilization grows and the tentacles of mass media stretch into mankind’s mind from every direction, it is important to note the damaging effects of the images being shown to the masses. In a society where the model being used to sell products to the consumer is on average 20% thinner than the demographic of the consumers themselves (Abraham 3), it’s impossible to ignore the influence these marketing campaigns have on individual psyches. This is supported by the Dittmar and Howard Journal statement on the negative effects of media influence:
affect our lives because we see a product that we want and love so we
in this segment are often brand conscious and enjoy the latest fads and trends. They...
“The average family is bombarded with 1,100 advertisements per day … people only remembered three or four of them”. Fiske’s uses an example of kids singing Razzmatazz a jingle for brand of tights at a woman in a mini skirt. This displayed to the reader that people are not mindless consumers; they modify the commodity for their use. He rejects that the audiences are helpless subjects of unconscious consumerism. In contrast to McDonald’s, Fiske’s quoted “they were using the ads for their own cheeky resistive subculture” he added. He believed that instead of being submissive they twisted the ad into their own take on popular culture (Fiske, 1989, p. 31)