With the arrival of photo-rich periodicals in the late 19th century, publishers found ways of lifting their paper's reputation by placing an issue of the magazine in photographs of prominent people. The photo appeared in 1902 in an issue of the magazine. Self-advertising: A German countess holds a copy of the magazine Die Woche in her hands. This led to cinema becoming one of the earliest channels used for product placement. The films feature Sunlight soap, which may be the first recorded instance of paid product placement in film. Research reported by Jean-Marc Lehu (2007) suggests that films produced by Auguste and Louis Lumière in 1896 were made at the request of a representative of Lever Brothers in France. Manet's motivations for including branded products in his painting are unknown it may be that it simply added to the work's authenticity, but on the other hand the artist may have received some payment in return for its inclusion. The beer bottle is immediately recognisable as Bass beer. Similarly, a painting by Édouard Manet (1881–1882) shows a bar at the Folies Bergère with distinctive bottles placed at either end of the counter. Whether Verne was actually paid to do so remains unknown. By the time Jules Verne published the adventure novel Around the World in Eighty Days (1873), his fame had led transport and shipping companies to lobby to be mentioned in the story. Product placement began in the 19th century. The distinctive label and shape of two bottles allow them to be identified as Bass beer History Origins A Bar at the Folies-Bergère by Édouard Manet may be an early example of product placement. Digital editing technology is also being used to tailor product placement to specific demographics or markets, and in some cases, add placements to works that did not originally have embedded advertising, or update existing placements. Works produced by vertically integrated companies (such as Sony) may use placements to promote their other divisions as a form of corporate synergy.ĭuring the 21st century, the use of product placement on television has grown, particularly to combat the wider use of digital video recorders that can skip traditional commercial breaks, as well as to engage with younger demographics. Common categories of products used for placements include automobiles and consumer electronics. Product placements may range from unobtrusive appearances within an environment, to prominent integration and acknowledgement of the product within the work. While references to brands (real or fictional) may be voluntarily incorporated into works to maintain a feeling of realism or be a subject of commentary, product placement is the deliberate incorporation of references to a brand or product in exchange for compensation. In 2021, the agreements between brand owners and films and television programs were worth more than US$20 billion. Much of this is done by loaning products, especially when expensive items, such as vehicles, are involved. Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent.
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