Whether product placement outperforms all other forms of advertising remains a matter of controversy. Some people hold onto the idea that embedded advertising promulgates the image of a brand whereas others cling to the idea that it is of equal benefit. From my point of view, I strongly advocate the former idea for the following rationales.
On the one hand, product placement may have a direct impact on our implicit attitudes. When consumers appreciate a movie and there are product placements in it, those favorable sentiments are transferred to the brand. On the contrary, if the film is awful, the feelings associated with the merchandise are negative. The Lone Star beer in True Detective is a telling example. Audiences are compelled to consume beer because of the show's quality, the main performances, and the flawless integration of the brand into the tale.
On the other hand, product placement can have an impact on implicit self-identification, which is the process of automatically connecting yourself with an object. When citizens see their favorite celebrities utilizing the items in front of them, they unconsciously have a higher trust in those businesses. Psychologists have shown that most consumers choose brands with which they identify rather than brands they like. Nokia phones are a case in point. In the Star Trek film, the whole crew received a new Nokia phone and service, which led to an increase in customer demand for Nokia goods.
All in all, I completely agree with the argument that product placement has more potential benefits than other kinds of advertising because of its capacity to simply enhance viewer knowledge of items.
Whether
product
placement
outperforms all
other
forms of advertising remains a matter of controversy.
Some
people
hold onto the
idea
that embedded advertising promulgates the image of a
brand
whereas others cling to the
idea
that it is of equal benefit. From my point of view, I
strongly
advocate the former
idea
for the following rationales.
On the one hand,
product
placement
may have a direct impact on our implicit attitudes. When consumers appreciate a movie and there are
product
placements
in it, those favorable sentiments
are transferred
to the
brand
.
On the contrary
, if the film is awful, the feelings associated with the merchandise are
negative
. The Lone Star beer in True Detective is a telling example. Audiences
are compelled
to consume beer
because
of the
show
's quality, the main performances, and the flawless integration of the
brand
into the tale.
On the
other
hand,
product
placement
can have an impact on implicit self-identification, which is the process of
automatically
connecting yourself with an object. When citizens
see
their favorite celebrities utilizing the items in front of them, they
unconsciously
have a higher trust in those businesses. Psychologists have shown that most consumers choose
brands
with which they identify
rather
than
brands
they like.
Nokia phones
are a case in point. In the Star Trek film, the whole crew received a new Nokia phone and service, which led to an increase in customer demand for Nokia
goods
.
All in all, I completely
agree
with the argument that
product
placement
has more potential benefits than
other
kinds of advertising
because
of its capacity to
simply
enhance viewer knowledge of items.