Tuesday, October 1, 2019

Advertising within Movies

It is no secret that advertisers use film and television as a medium to advertise their products.  Just look at any James Bond movie, and Aston Martin's product placement. Ever since the first James Bond movie in the 1960s, Aston Martin has been the staple car that has been used by the Bond franchise has he embarks on his missions around the world.


This is where the advertising genius comes in.  For those of you who are unfamiliar with the movies, James Bond is a British secret agent who embarks dangerous missions to save the world. They usually start out with a high-speed car chase where Bond is driving the newest Aston Martin. He then continues to drive his Aston Martin from places like the streets of Monaco to the beaches of Jamaica. Now with Aston Martin associating itself with this character and his characteristics, they are trying to make the consumer feel like they are Bond himself, and every time they step into their new Aston Martin, they are embarking on their own thrilling adventures.



Aston Martin isn't the only car manufacturer to use film as a medium to advertise their products. Audi actually uses the entire Marvel Cinematic Universe to showcase its newest and coolest cars. From Robert Downey Jr. driving the Audi R8 in the 2008 film Iron Man, to high-speed chases using Audi's more recent SUV's in the Avengers films, Audi has associated itself with the idea of being a superhero. This then gets in the mind of the consumer by making them believe they are the superhero when they buy or drive an Audi.

Car Manufacturers aren't the only corporations that use film as a medium to advertise their products. Companies like Starbucks, Coke, Pepsi, and McDonalds all do as well. As consumers get better and better and blocking out more traditional advertisements, advertisers have to get more creative, and in turn that has resulted in more ads being intertwined into film and television.

Sources:
Documentary from class
Forbes article on Marvel and Audi - https://www.forbes.com/sites/csylt/2019/05/26/how-marvel-fuels-profits-for-audi/#3eed14084498


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2 comments:

  1. AnonymousOctober 4, 2019 at 9:38 AM

    Before watching the documentary in class, I never realized how much marketing of products is in movies and TV shows. This way of marketing is using subliminal messages to encourage us to buy their products. It is interesting how subconsciously people are drawn to the products while watching them. Even when we may not be focusing on an image, our brain responds to it anyway.

    https://www.sciencedaily.com/releases/2007/03/070308121938.htm

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  2. AnonymousOctober 5, 2019 at 12:00 PM

    I like how you applied product marketing to a specific film. I have seen a lot of product marketing in movies, especially with cars. This is interesting because it does make sense that a target audience for such cars would be the audience of this film. Although I personally don't think I'd consider a car based on advertisement in movies, smaller products like drinks can often trigger me to want to buy that product if it's advertised. With many successful Hollywood films, it is convenient to have products be advertised in movies, based on the movie's audience.

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