Should Product Placement be regulated?
“A product placement is defined as “a paid product message aimed at influencing movie (or television) audiences via the planned and unobtrusive entry of a branded product into a movie” (Matthes, J.; Wirth, W.; Schemer, C.; Kissling, A., 2011a, para. 1). Product placement is basically used for directors to afford their films. Most people feel that product placement should be controlled because of the influence it has on an individual. Let’s discuss how product placement is used and how it is bad. I have been told that the only way to understand Product Placement is to know how it works first. “Today, product placements appear in music videos (Schemer et al. 2008), novels (Brennan 2008), television shows (Law and Braun 2000; Matthes, Schemer, and Wirth 2007), movies (d’Astous and Chartier 2000; Gupta and Lord 1998), video games (Nelson 2002), and even in new mediums such as the online virtual world Second Life” (Matthes, J.; Wirth, W.; Schemer, C.; Kissling, A., 2011, para. 2, b). A perfect example of how product placement works is in the movie Cast Away. Throughout the movie Fed-Ex is being used. The simple sight of seeing the logo on a truck, or the beginning part where all they talk about is Fed-Ex. Companies are having a hard time getting their advertisements out because people have so many ways to ignore it. Just for example on my TV we can fast forward through all of the commercials. These advertisements on TV also only reaches so many people because an average person only watches TV for so many hours a day. So they are putting product placement more and more in movies to help get product out there. Now knowing a little about how product placement works we can discuss ways that product placement is bad and can influence our society. Smoking in movies has always been an issue and continues to be, because it make it desirable to the human eye. “Movie smoking is presented as adult behavior. Exposure to movie smoking makes viewers' attitudes and beliefs about smoking and smokers more favorable and has a dose-response relationship with adolescent smoking behavior. Parental restrictions on R-rated movies significantly reduces youth exposure to movie smoking and subsequent smoking uptake. Beginning in 2002, the total amount of smoking in movies was greater in youth-rated (G/PG/PG-13) films than adult-rated (R) films, significantly increasing adolescent exposure to movie smoking. Viewing antismoking advertisements before viewing movie smoking seems to blunt the stimulating effects of movie smoking on adolescent smoking” (Charlesworth A. ; Glantz SA, 2005, para 1). Smoking advertisements have been banned from so much. They have still been able to get through to kids and adults by famous people in movies, TV shows, and even school magazines. Product placement of cigarette companies still find their way to influence an individual. “In 2003, Philip Morris, RJR, Brown & Williamson and U.S. Smokeless Tobacco were caught running ads in school editions (for students to read) of Time, Newsweek and U.S. News & World Report” (TobaccoFreeCA, n.d. para 6, b). There is some good for them to be helping keep kids from this but companies just keep making their way through these loopholes. Of course people and their children still see these advertisings in magazines. Every year they still find a way to influence our world. “In 1998, the tobacco industry signed the Master Settlement Agreement, vowing to stop targeting youth. However, in 1999, Marlboro, Camel and Newport increased their advertising in youth-oriented magazines. Ads for these three brands were seen by over 80 percent of youth an average of 17 times a year” (TobaccoFreeCA, n.d. para 5, a). Articles say that when there is smoking in a PG-13 movie then they just make sure that the actor/actress is not the ones that are admired from the audience. Apparently this is supposed to prevent the kids from not trying it....
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