Product placement

Nokia in The Matrix is ​​not just an accessory, but a means of communication between an illusion created by a supercomputer and the real world in which there is a war. The apparatus was sent by Morpheus to warn Neo of the danger. When the heroes left their ship, they contacted the crew and received instructions and tips specifically for Nokia.A modified model was created for the film: when the button was pressed, the slider moved automatically. It has since been released in a limited edition. The Matrix received two sequels, and Nokia sold more than 8 million copies of the 8110. In 2006, Matrix fans created a petition for a re-release of the phone, but received few signatures. You can now buy the famous phone on the Internet: sellers indicate that this is the same phone from The Matrix, and they ask for it no less than for the new Nokia. On eBay, it can be purchased for both £10 and £2,500."Top Gun" and Ray-BanFor promoting new models Ray-Ban has been using product placement since the 50s. James Dean, Audrey Hepburn, Bruce Willis, Jack Nicholson and many others appeared on the screens with glasses. One of the largest advertising campaigns was associated with the release of the drama "Top Gun" in 1986. The role of an elite US Navy college cadet was played by Tom Cruise, who had previously advertised Ray-Ban in the film Risky Business. Aviator glasses unobtrusively fit into the image of the main character, walking around in jeans, a leather jacket and a white T-shirt."Top Gun" not only quickly received critical and spectator acclaim, but also brought back the popularity of aviator glasses, which began the history of Ray-Ban in the 30s. Within seven months of the film's premiere, Ray-Ban sales were up 40%.Fight Club and IKEAThe heroes of Fight Club challenge the consumer society, so the product placement in the film looks unusual. Sitting on the toilet, Edward Norton's Narrator orders furniture from the IKEA catalogue. His apartment then becomes a catalogue itself, complete with cabinets, chairs, and price tag paintings. Although there is nowhere to put the furniture, the hero continues to call and order, trying to fill the inner emptiness with endless purchases.There are many IKEA products in the film, but the image for it is not the most flattering - the company's products symbolize senseless consumption. But after the release of the film, the recognition of the IKEA brand grew.Find Me, I'm Yours and Sweet'N LowProduct placement in literature is rare, but when a work of fiction becomes a large-scale media project, companies begin to see it as an advertising platform. In the novel Find Me, I'm Yours by American writer Hillary Carlip, the two main characters are the girl Mags and the artificial sweetener Sweet'N Low (a product owned by the Cumberland Packing Corporation). Mags works for an online magazine and is looking for love in Los Angeles. Sweet'N Low doesn't leave her alone in this quest. On one page, Mags paints her nails the colour of pink bags of her favourite product; on the other, she tells her friends about the studies confirming the safety of the sweetener. The data referred to by the heroine of the book, Hillary Carlip received from the Cumberland Packing Corporation.The company invested $1.3 million in the book, all to dispel myths about the health risks of artificial sweeteners. Now Find Me, I'm Yours has grown into a large project of 33 websites and internet shows. Hillary Calip has created a world for her character: Bridalville is where she works, and on Freak4mypet, Mags' ex-boyfriend posts pictures of her dogs. Hillary Calip combined art and commerce in her project, and this model works both for her and for advertisers.Let's consider the positive and negative aspects of product placement.Advantages:Stealth. Product placement is unobtrusive and does not prevent the viewer from enjoying the content.Selection. Advertising links do not follow one after another, which helps the viewer to remember the product better.Memorability. The viewer does not even realize that he has seen advertising, but thanks to the right approach to integration, the right level of memorability is achieved.Shortcomings:Expensive. The more popular the content in which advertising is embedded, the more expensive the product placement.Passivity. It is not possible to call the buyer to buy directly. Movie characters simply cannot come out of their images to promote the product.Lack of analytics. It will not be possible to get specific figures for performance analysis.List of sourcesThe film “007: Skyfall”The film “House of Cards”The film “The Big Bang Theory”The film “Wild”The film “Matrix”The film “Top Gun”The film “Fight Club”