ТРЕНД. Научный альманах

PP technologies have amazed even old-school directors and screenwriters and are now actively used byВ Russian producers ofВ TV series and feature films.

Product Placement is aВ relevant topic for consideration for aВ number ofВ reasons: first, inВ Russia, PP is just beginning toВ gain momentum. Second, there are conflicting points ofВ views regarding this type ofВ activity. And third, PP is one ofВ the most dynamically developing trends for the promotion ofВ goods and services.

Some experts consider this technology as advertising, some consider it as aВ marketing tool, while others consider it aВ branding technology.

Product placement is often used very intelligently. InВ films, for example, products are displayed where they normally would be inВ real life. Therefore, the audience is not bothered byВ such placement, and the placement ofВ the product does not distract the consumer. The product is promoted and the consumer is happy.

Product Placement inВ films, for example, provides aВ limitless number ofВ creative opportunities for advertisers toВ sell their products.

As long as the directors and producers agree, there are thousands ofВ opportunites for companies toВ sell their products. If aВ film is successful, these products not only will be seen millions ofВ times on the screen, but will also be indented into the minds ofВ all ofВ those that see the film.

The goal ofВ Product Placement is toВ shift the focus ofВ the consumer for just aВ split second. If the star ofВ aВ film uses the product, for example, then the product will get even more attention.

This is one advantage ofВ product placement inВ film.

It is known that celebrities can shape the tastes and preferences of the population. Psychologists have long noticed one thing: that consumers always wants to be like the movie characters that they see in films. Therefore, if the consumer can’t look the same or have the same personality as the star, then it is still possible to share something with them by having the same stylish glasses, the same brand of car, etc.

AВ series ofВ American studies have shown that viewers get irritated when they cannot clearly see the name ofВ the airline inВ aВ movie or the brand ofВ watch aВ character wears, for example.

According toВ Gallup Media, movies and series will be one ofВ the highest-rated programs on television. People prepare for their viewing and may even postpone all plans inВ adavnce.