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This question has been closed, and points have been awarded.
Does Product Placement Have A Subliminal Effect?
Posted By: mateja* on 2/9/2005 7:01 AM (CST) 250 Points
I live in Slovenia and in our country (as well as in the entire EU) product placement isn't banned but advertorials are. I believe both methods work the same way. Consumers of the media content or movies aren't paying attention to the products (services) used because they are too (usually) involved in the plot. I understand that there is a big problem with subliminal messages - the treshold is different from person to person and what is subliminal for one person may not be for the other + do they even work? - but I do think that majority of product placement works in this manner. My teachers tell me that if the product isn't obviously on display (or other product placement techniques) we can't talk of product placement. I disagree. The most powerfull product placement in my opinion is the one that is subliminal (I do not mean quick frames involving products but something that a carefull movie analysis would notice). This question is important for my diploma so I would appreciate it very much if you could discuss this subject - your views, maybe if you know any expert articles on the subject...directions for me - how to deal with the subject and to the best diploma ever on product placement ;P Thank you!

Posted by: mateja* Author Response
2/9/2005 4:40 PM (CST)
considering the fact noone is answering I have to ask - what's wrong with the subject?
 
Posted by: Peter (henna gaijin) Accepted Answer
2/9/2005 7:05 PM (CST)
The definition I have known for subliminal advertising is when an advertisement is flashed in the background, but not really seen by the viewer. The example would be for an advertisement to flash as one frame out of the 20 or so that are shown for every second of a movie. The viewer doesn't realize that they see it, so it is subliminal. Studies I have seen on this type of advertising have shown that it is not effective.

Beyond that, as someone who doesn't live in the EU, it is not clear to me about the EU's difference between advertorials and product placement.
 
Posted by: mateja* Author Response
2/10/2005 2:15 AM (CST)
I know that much but could you argue that everyone notices that an actor is let's say holding a bottle of Heineken in a frame in which a lot of other things are happening more important for the plot and to the viewer?
Peter - in what sense don't you understand the difference? Why differentiate concerning legal actions?
 
Posted by: km2000* Accepted Answer
2/10/2005 9:39 AM (CST)
mateja,

First, let me say "Thank you" it's wonderful to see a student quetsion that's posted in a manner that shows you've already put some thought into it and aren't looking for a hand-out, but a healthy discussion!

I think the difficulty you're experiencing in getting an answer to your questions might be what you're referring to is generally (here in the states) considered a subtle form of marketing not subliminal.

Subtle is very different than subliminal, and as such it is not looked at in the same way.

In response to your follow-up question to Peter regarding the Heineken example:
No, not everyone notices that the actor is holding a Heineken. Some will, but not everyone. Lots of people watch a movie/tv/play and pay attention to only the what the lead characters are saying/doing. The rest is secondary to them, they're not looking at the props, unless that prop becomes a primary part of the scene. For instance: The actor uses the Heineken bottle of whack the bad guy over the head.

For an example of product placement that worked very well, look at the movie "ET". Reeses Pieces played a very prominent part in the movie. Sales improved after the movie. But, it was a prominent placement.

Hope this helps and good luck with your diploma. :)
k.
 
Posted by: terje* Accepted Answer
2/13/2005 9:01 PM (CST)
Hi,

Having worked with The Coca-Cola Company previously, and being familiar with the directives of the EU and how they work, I think I might be able to help you out.

As mentioned above, there is a difference between subtle and subliminal messages.

Product placement is meant as a reminder to the consumer. They want to remind the consumer that their product is there. Its often placed in sorroundings where the producer wants to see the product. As eg Fanta, where young people have fun.

Product Placement is by intention not subliminal, as (also mentioned above) this is not working. The trigger with product placement is selective attention. If you drink Heineken and find it an attractive beer suiting your needs, you will notice the a Heineken bottle being placed in a Tv-show, eg a series. Lets say Joey from Friends is drinking Heineken in his new show "Joey"

A person not very familiar with Heineken will not notice the bottle to the same degree as a consumer that actually likes and drinks Heineken. They will state Joey to be drinking "something" or just "beer" as many knows Heineken to be a beer. They wont associate it with the brand as much as actual Heineken drinkers.

Many views advertising as something you HAVE to do to keep up with the market, and to remind the consumers about the product. This is the meaning of product placement. The product is there. The consumer is reminded. Everything is part of building the brand into the consumers mind, so next time they are in the shops they prefer Heineken over Amstel, Guiness or other beer, even if they are not 100% sure why.

Product placement mostly reinforce the brand power that keeps Heineken drinkers to continue drinking Heineken. But this is a rather deep debate concering many aspect of psychology and branding, so I will open for further discussion on these subjects, not closing this as the only correct answer.


Anyway, let me know if this helps you out, and good luck with your diploma!

Terje Hilde
 
Posted by: mateja* Author Response
2/14/2005 11:09 AM (CST)
If subliminal messages don't work, why are they banned? Does someone know of a test that proves that - I mean a test conducted with the help of a movie and product placement.
I also read (somewhere) that a certain product placement caused demand for some shoes that don't even exist - it had to be a very prominent placement.
I have also read that product placement is generally banned in Germany - but they I got lost when trying to understand why (many different laws, precedents...) and when - is there someone from Germany who could explain it to me?
In Slovenia surreptitious advertising is banned whereas product placement isn't. In both cases there is no separation between the main part (programme or movie) and advertising. Why make a difference? I am not trying to make life harder for those who make movies but I simply don't understand why product placement isn't banned by the same reasoning surreptitious advertising is. And I also see a problem when some distinguish between lending props in exchange for placement AND payment contracts --> result is the same, consumers don't see the difference ..
I understand the wish to make everything as much realistic as possible but something should be done. Where will everything end? Begining of the movie: BE WARE OF PRODUCT PLACEMENTS IN THE MOVIE (or a warning alike) ? And it won't work either..
I have a big question for you - we all said subliminal isn't supposed to work - what is product placement, when does it begin? Is there a minimum time exposure or some other measure?
I am sure many other questions will come to my mind. Thank you for your help!
 
Posted by: terje* Accepted Answer
2/15/2005 2:48 AM (CST)
Hi again,

If I dont remember wrong, the law prohibiting subliminal advertisements is very old. I`m not sure if you have the possibility to look it up, but check this.

Maybe they thought that subliminal messages worked back at the time they passed the law.

A better explanation for banning it is that, if it works, it purposely deceives the viewer. As part of consumer laws, this is not legal.

EUs directives and lawsystem is so huge and complicated that its under constant reconstruction - a socalled dynamic law system.

I seriously dont think they have everything under control, and subliminal messages as a topic is hardly an important issue compared to other aspects of organising the laws of Europe combined.

File a question to Brussels, I think they somehow answer questions from the public.

Regarding your question on product placement, its simply to place a product`s brand name inline with the tv show`s environment for the public to see.

As in "the hero drinks a coke after saving the girl". There is an obvious link between the moment and the product to build the brand into the consumers mind purposely the way the producer want the image of the product to be.

I was involved in shooting a Tv-commercial just a few days ago. In one scene we had to put a lot of groceries in a shopping-cart. We chose randomly from the shelves, and among them was Coco-pops. This is not the product in focus on the commercial, but still Coco-pops will be visible for the viewers. But there is no obvious link. This is not brand building, but it doesnt damage Coco-Pops in any way. It might have a positive effect, but really, its just there. Viewers selective attention will still get Coco-pops eaters to notice the product, but not too many other people will see it as they focus on the advertised product.

Product placement is as I said earlier, is meant for people who already have a relationship with the product. A reminder of the product. I dont think there is a time limit to be honest.

And finally, if there is something in the world of business that has been negliected is the measurement of the effect on marketing campaigns.

Anyway, good luck with your philosofies :)

Terje
 
Posted by: mateja* Author Response
2/25/2005 1:02 PM (CST)
What about implicit memory theory .. and related researches?
 
Posted by: ozdesign Member Response
3/24/2005 12:12 AM (CST)
I'm no expert on subliminal advertising, so the following is only hearsay. Aside from the ethical reasons, I suspect one reason it's banned on TV is medical. It only works if the buried message is attuned to a particular frequency. This may cause headaches, eye strain or other adverse reactions in viewers.

Subliminal advertising and product placement are different techniques designed to achieve different objectives. In the context of your topic however, the important difference between the two is that one is hidden and the other is obvious.

Aside: advertorial is neither one or the other. It's paid editorial, text that pretends to be unbiased, but which is often slanted in favour of the supplier. It deliberately sets out to dupe the viewer. For example, a restaurant pays for space in which a critic gives a favourable review, whilst posing as independent. Or, the kind of chequebook journalism often practised by unscrupulous TV current affairs shows.

I agree with your tutors. Product placement is generally not subtle. (Unless it's made deliberately so, for a cool/hip effect. Otherwise it's simply a prop.)

Suggested topic for a Case Study: The Effect of Movies on Automobile Brand Image/Sales. Good examples abound.

1. James Bond – 007. A prominent placement was the Aston Martin used in the earlier Sean Connery movies. I'm guessing that the use of the car did a great deal of good for the company's brand image and sales. In the Roger Moore era, other marques including Lotus were used.

BMW used the Pierce Brosnan period to position their product as a super-smart, intelligent machine. It's interesting that Aston Martin are now clamouring to regain their original position.

2. Pretty Woman. The Lotus that the hero can't drive, because it's too sophisticated for him. Julia Roberts comes to his rescue, in the first demonstration of her character's worldliness.

3. The Italian Job. The movie(s) would not work without the Minis.

Another obvious example of PP was the continuous catwalk of fashion items in the TV series: Sex and the City.

In summary, the two techniques are quite different in intent and tactics. PP relies on aspiration – the hero smokes Marlboro cigarettes & a Dunhill pipe, drinks Heinekein & Evian, wears Armani & Doc Martins, drives Jaguar & Hummer, eats Twinkies & Burger King. The associations are obvious to the viewer.

In contrast, the subliminal viewer is physically unaware of the product and/or message being broadcast. It's designed to work at a subconscious level and translate into a particular predisposition at time of purchase.

Hope there's something here that helps. Good luck.
 
Posted by: Shelley, MProfs Moderator Response
4/3/2005 10:17 PM (CST)
Everyone, thanks for participating. I am closing this question since it's gathered a considerable amount of dust.
 
Posted by: hgwt6952 Member Response
7/17/2007 12:06 PM (CST)
Subliminal message as well as Hypnosis is individual dependent. It works great on people who are perfect subjects. Product placement has been discussed perfectly. It is a re-inforcement, maintence, ad process.
Subliminal messages begain with The movie industry, particularly, Drive In Movies, if any one is old enough to remember them. It was used to increase the sale of popcorn and soda. Every one knows ,its not needed. Everyone knows , you can eat at an all you can eat buff. then go to a movie and STILL want a box of popcorn and a soda to wash it down.
Steve
 


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