The document discusses the ethics of product placement in films and television. It defines product placement as placing branded goods or services in content without advertisements. While product placement pays for content and introduces new products, it can also invade content space and influence viewers with a false portrayal of products. The history, development, effectiveness, economics, and future of product placement are examined. Different ethical frameworks for analyzing product placement are presented, with the conclusion being that product placement can benefit both viewers and content producers when done appropriately within the context of the content.

1. Product
Placement
an ethical question
Katy Zebrowski
Jeff MacDonald

2. The Ethical Question
Is it ethical to allow product
placement in feature films and
television?

3. To Define Product
Placement
Placement of branded goods or services
inside content usually devoid of
advertisements
A promotional tactic
Brand awareness

4. Coke paid $26 Million for American Idol Panel to Display
Coke Cups

5. It’s Significance
In the US and most of the world there are no
regulations
the UK bans product placement in
television
Is there a boundary that should remain
between content and advertisements?

6. Sides of the Issue -
Pros
Pays for content
eliminates need for commercials
introduces new products in an entertaining way
Reintroduces older products, i.e. Mr. Potato Head

7. Sides of the Issue -
Cons
Invades the content space
Removes creativity, and adds more editorial
review
Sheds a false light on products, i.e. “Our
product can do this, watch it happen”

8. History & Development
Old New
I Love Lucy Sanka Coffee Star Bucks Product Placement
Bumper You’ve Got Mail

9. I Love Lucy

10. Rocky and
Bullwinkle

11. The Beginnings
Window Shopping
Mentions of products in early radio/ sponsorship
Early 1950’s - First noted in a movie, Gordon's Gin in
“The African Queen”

12. Evolution
Television begins to incorporate ads into there content
First with sponsorships, like the “Texaco Star
Theater”, and then starts posing as content
Market sees the bigger picture in 1982’s “ET”
Reese’s Pieces sales increase by 80%

13. Wayne's World

14. Today
Product Placement is a major industry with
it’s own trade publications and organizations
PVR’s, or “Tivo”, have required the industry
to change the way they advertise
What was old is new, shows like 24 have full
sponsorships from companies so they don’t
have to break for ads

15. 24 sponsored by Ford

16. Related Issues
Industry Events/ Celebrity Events
Economics
Effectiveness
Forms of modern Product Placement
Product Placement vs. Product Integration
The Future

17. Industry Events/
Celebrity Events

18. Economics of PPL
Market soared to 3.6 Billion in 2004
From 1999 t0 2004 PPL grew in TV/Film at an annual
rate of 16.4%
As viewers choose to skip past commercials and get
their content online, advertisers will be forced to invest
in PPL,
In the next 5 years PPL will grow exponentially

19. Effectiveness
Industry believes that product placement IS effective
61% of film fans said that they noticed brands
advertised
30% of viewers say they were persuaded to at least try
a product after having seen it in a movie
Growing to 40% in the age bracket 15-25

20. Forms of Product
Placement
Product
Placement
VS.
Product
Integration

21. The Future
Interactive advertisements tailored to the viewing
audience, including all your senses
Products replaced digitally in films and TV
The ability to buy what the stars use
The end of the 30 second spot, and the birth of the
product laden program

22. The Future...

23. Products Used in 1:00
of The Office
All Products that could be sold interactively
The Microwave
The Cereal on Top of the Fridge
Varsity Blues DVD
Entourage on HBO
Anything the Cast is Wearing

24. Class Discussion
Do you think that product placement can go to far?
How does product placement make you feel about
your favorite programs?
Is it ethical? Unethical?
Why? Why not?

25. Aristotle
Avoiding the absolutes or extremes, and
finding a middle ground for which to find
your answer
It IS ethical if the products being placed are
appropriate in the context of the program
It is NOT ethical if the product is being
forced upon the viewer without regard for
context

26. Deontological
Taking one value as your universal rule and not
deviating from that position, which in turn chooses
your decision
The Number One Value is Honesty
It IS ethical because the products are real, and the
programs take place in “reality”
It is NOT ethical because it sheds a false light on
products

27. Teleological
Believing that we should work for the greatest good
for the greatest amount of people
That amount of people being YOU!
It IS ethical because the viewers benefit from the
products they learn about, and the content that gets
paid for
It is NOT ethical because no one ever asked you for
your permission

28. Choice - Logical
Positivism
That our observation of of the world around us is
indispensable to our knowledge, and that we are also
more than just these observations
It IS ethical because advertisers are teaching us things
all the time, even when we were children
It is NOT ethical because we may learn incorrect
information that skews our ideas

29. Team Decision
Teleological theory says that it is
ethical because the masses
benefit from entertaining content
and learn about new products

30. Summary and
Conclusion
We believe that product placement can be a negative
force and can go to far, but in the majority of cases it
benefits everyone
Content gets paid for, Viewers get info
We would much rather have products in our content
then break away from that content for 30 second spots

31. Thank You!
Candle