Article2004

On the Ethics of Product Placement in Media Entertainment

66 citations0/0 files storedJournal of Promotion Management

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Literature, Culture, and Aesthetics

Abstract

This study examines the ethical propriety of current trends in product placement in television and film entertainment. Historical background for the product placement concept and practice is provided. Changes in the marketing climate that have provided a push for product placement are outlined. A characterization of the product placement industry as it stands today, and the ethical issues raised by the practice frame the analysis. Three distinct “genres” of contemporary product placement are analyzed: (1) Product Placement, (2) Product Integration, and (3) Video Insertion. First, the rise of Product Placement, strategic changes in use, and increased dependence on revenues in production will be discussed. The second section examines a newly mounted form of Product Integration, whereby product placement plays a key role in content development and support of production in television and film. Third, the origins of Video Insertion will be traced to the Princeton Video Image invention of its proprietary L-VIS product. The ethical efficacy ofplacing “virtual advertisements” in space and times that do not naturally exist will be examined. The article closes with summary assessments and consideration of recommendations for action. Ethical issues focused on in the assessment include deception, artists' rights, and excess commercialism. Recommendations consider the climate for full and advance disclosure of product placements in media entertainment, the prospects for a voluntary rating system, and the threat of reclassifying product placement infused media entertainment as commercial speech.

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2011The Christian Science Monitor 1979Lying: Moral Choice in Public and Private Life 201533. Lying: Moral Choice in Public and Private Life 2000A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies 1997Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences 2000Art and Ethical Criticism: An Overview of Recent Directions of Research 2000Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium 1999Moviegoers' Experiences and Interpretations of Brands in Films Revisited

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2013Disclosing Celebrity Endorsement in a Television Program to Mitigate Persuasion: How Disclosure Type and Celebrity Credibility Interact 2013The effects of brand placement disclosures on skepticism and brand memory 2015Product Placement in Old and New Media: Examining the Evidence for Concern 2010Examining the Covert Nature of Product Placement: Implications for Public Policy

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