Response to "Product Placement: The Devil's Tool"

Valdy, your post on product placement recalled to my mind some things I think every time I notice product placement. Like you said, it can be something that is scary because it sometimes is so in your face that there is no way to escape it. Whether or not we fall into the idea and end up wanting whatever product being promoted is an entirely different question however. Like Chuck, the product placement videos that you posted from Wayne’s World and Happy Gilmore are very funny ways to include product placement, and that form of product placement does in fact seem more harmless. Another example of this type of product placement was in this week’s episode of The Big Bang Theory, even though it seemed subtle, in the fact that the brand was not mentioned. In the episode, Raj enters into a twisted “relationship” with Siri, and anyone who knew what Siri was got a good laugh, and those who didn’t were probably inclined to look up what it was. And boom, an Apple product commercial was born. 

However, very blatant product placement, in my opinion, can sometimes act like a turn-off, yet it is unlikely, especially if one watching the show or movie is really into the actors or characters. For example, when 24 was still on the air I watched it religiously. I can admit, some parts seemed like Ford commercials to me, only reinforced by the actually Ford commercials during commercial breaks. But this didn’t seem harmful because I loved the show. It’s only when I watch a show that I don’t like and I notice product placement does it bother me.

But, I do think that a large reason that product placement occurs is because whenever there are commercial breaks, people talk, walk away from the TV or simply don’t pay attention, leaving the companies who are trying to sell without the ability to grasp their audience. This is especially true now that people have PVRs with the ability to fast-forward through all the commercials. So, I think that product placement is a way to make up for the fact that less and less people watch commercials.

Sporting "gods"

Sports are arguably one of the industries that seem to go hand in hand with advertising. Whether the advertising is for the sporting event itself or for the products used by the players, or for companies who support the teams, viewers of any sport are bombarded with advertisements. One needs to simply look at the boards lining a hockey rink.

The idea of Spiritual Marketing comes heavily into play when looking at the idea of advertisement within sports. Let us not forget the oh so famous Super Bowl weekend which is upon us. Although many people are primarily watching for the game, many people also watch it just for the commercials. 

This is a very clever maneuver by advertising agencies as well as whichever company decides to pay such a huge premium in order to be featured during the Super Bowl. For the most part, these commercials are not trying to just sell you a product; they are selling an idea. However, these commercials do not even necessarily have to depict these athlete’s as gods as seen in class in terms of Messi and LeBron James. These athletes are seen as “gods” by whoever makes up their fan base.

The Super Bowl as well as the All-Star hockey game that was on last week depict athletes whose thousands of fans flock to arenas, bars and big screen TVs in order to watch their next move or play. 

For example, the incredible roar that was heard during the All-Star game when Alfredsson stepped on the ice demonstrated a love that his fans had for him. So these fans in the arenas and at home do not need to see a commercial depicting him as god on skates, to them he already is. 

So, this idea of spiritual marketing is taken to a much higher level in terms of sports and athletes. The idea has already been sold to any fan of any athlete. Their favorite athlete is their idol. All that needs to be done by companies is to get that athlete to hold onto your product or wear your shirt, and boom there is an ad! If this “god” drinks Gatorade or wears converses when walking his dog, a fan may find themselves suddenly thirsty for 

a lime green drink while browsing their nearest shoe store for a pair of shows quite similar to their idol.