Fortunata Calarco has been researching product placement in films, both the theory behind the near-subliminal marketing and the pragmatics of how companies are approached. The idea is to expose this vehicle promoting unsustainable consumption, and to explore the idea of placing sustainable behaviours in films (e.g. recycling, turning out the lights, and walking instead of taking the car).
In today's society people are exposed to all
kinds of messages from the media. Messages can come in all shapes and
forms and sometimes we are not aware that we are receiving them. On the
other hand, there are times when the messages are directly and obviously
confronting us. An issue that arises is which messages are the clearest
and most effective.
Product Placement in films plays on these facts. This research project
explores the methods used by advertisers to change its audience from 'viewer'
to 'consumer'. It also looks at how the product placement industry works.This
provides the background to the issue of how advertising in films can promote
un-sustainable consumption. Once this has been considered, the project
will suggest ways that advertising can be used for sustainable means -
both in the placement of less harmful products and to encourage more sustainable
lifestyles.
The power of advertising can be exploited by
presenting sustainable behaviour as 'normal'. If a story line saw the
protagonist turning off the light as he/she leaves a room, this behaviour
would subliminally be received by the viewer. It could even open doors
for the advertising of services rather than products, promoting more sustainable
forms of consumer spending.
These ideas will be explored in ensuing research and findings will be
documented on this website.
Some useful links and resources
Banner
Blindness
www.productplacement.biz
www.hollywoodproductplacement.com
Entertainment Resources & Marketing
Landman, Jane and Michael Considine, Giving the Name Away: Product Placement
in Popular Cinema (A Study Guide)Packard Vance, The Hidden Persuaders
McKenzie Mohr, Doug, The Fostering
Sustainable Behaviour
Gotting, Peter, 'Zooming in under the radar: advertising you don't see
until it's too late', Sydney Morning Herald 13 January 2003.
