As of 28th February 2010 Ofcom will now be enforcing new rules, making product placement legal within the UK, on television and other forms of media. This Morning was the first Uk television show to feature product placement after signing a £100, 00 deal with Nescafe for a three month deal promoting their Gusto coffee machine. The coffee machine will be part of the This Morning set.
Product placement in America has been legal for a long period of time, we can see blatant example of product placement within music videos such as Lady Gaga’s telephone:
Lady gaga used numerous products such a Virgin Mobile, Diet Coke, Polaroid, Miracle Whip and many more. In the song Beautiful Dangerous by Fergie ft Slash released this year, we can clearly see the presence of the energy drink Monster.
And in American made films for example in I-Robot there is a large focus on the converse that Will Smith is wearing even though there is no relationship between them and the film:
Jay Chiat, an advertising designer stated ‘If you really think about it, when watching television you have product all the time’ So we can question whether the new laws on product placement will make a great deal of difference to entertainment, even though there will be certain restrictions with these new laws for example alcohol, tobacco, gambling medicines, baby milk and unhealthy foods can’t be advertised using product placement. Product placement is an opening for shows and advertising to spend and make a lot of money and with product positioning. However, there is risk of these shows just becoming one long advertisement for various products, and alongside the newly allowed 6 minute advertisement breaks, will our entertainment be dominated by adverts? And will the quality of our experience be reduced?
The Guardian revealed that a poll done in 2011 concluded that 64% of people that answered though product placement would be a distraction and 36% though it was a necessary way for broadcasters to make money. Well known singer Rihanna, told NME "I don’t like things to be so commercial. I hate product placement in my videos. Videos should just tell the story of the song. With product placement it becomes this big ad campaign. I just don't like that. Sometimes we have to, for whatever political reason, but it's never my first choice.” Just from this statement we can see that even the people making money from product placement can see the negative effects it has on the content of the media. I personally don’t think that product placement is that much of a bad thing because we are always belong presented with some form of advertising, as long as it doesn’t become the main focus for programmes.
Do you think product placement will affect your enjoyment of TV programmes? | |
64% | Yes, I think it will be a distraction |
36% | No, it's a necessary way for broadcasters to make money |
The Guardian revealed that a poll done in 2011 concluded that 64% of people that answered though product placement would be a distraction and 36% though it was a necessary way for broadcasters to make money. Well known singer Rihanna, told NME "I don’t like things to be so commercial. I hate product placement in my videos. Videos should just tell the story of the song. With product placement it becomes this big ad campaign. I just don't like that. Sometimes we have to, for whatever political reason, but it's never my first choice.” Just from this statement we can see that even the people making money from product placement can see the negative effects it has on the content of the media. I personally don’t think that product placement is that much of a bad thing because we are always belong presented with some form of advertising, as long as it doesn’t become the main focus for programmes.
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