Product Placement Eats My Brain
I love the new USA television show White Collar. Though its plot lines and cases would normally bore me, its characters are amazing and very well developed (and sexy) and I love them to tiny bits and pieces. Because I have this unwavering attachment to these (sexy) fictional people, I am more than willing to endure White Collar’s almost desperate attempts to sell me the new Ford Taurus. The scenes inside the car provide me with my much needed fix of humorous protagonist interaction and, despite the somewhat weak stories, I am satisfied. However, this show is a rare example in which product placement does not simply annoy its viewers.
Most recently, another show very near and dear to my heart, the Fox Network’s Bones, has taken this form of advertisement and has actually built an entire episode around it. Yes, Fox, Avatar was an amazing movie, and I truly did enjoy it, but when you try to use some of your most interesting characters from one of your most interesting shows to praise the ever-loving life out of it and then proceed to run the trailer during commercials, I am forced to call foul. It is possible to pawn something onto the viewers too hard – believe me! – because I was sitting on my couch suffering from oversaturation of “rave” reviews. In fact, who wrote that episode? I must google it. I will find out, and I will write a very unhappy letter.
Product placement does not end with primetime television, heaven forbid. Movies are quickly becoming nothing more than two hour long commercials with a thinly veiled plot. Paid programming with sex, action, and sex! What more could a viewer possibly ask for? Besides depth. And substance. And to not spend every ten seconds resisting being told to buy something. You know, little things. After being dragged by a former friend who shall never again be named to see the IQ drainer that is the Sex and the City movie, I realized quite rapidly (indeed, my head spun)that its sole purpose for existing was to sell me Louis Vuitton handbags and Sprint LG cellular phones.
Some product placement just seems mind-boggling out of place. I recently sat down with my father to watch Superman II, a movie I had not seen for some time. Things were going well enough; popcorn, soda, and Christopher Reeves make for an entertaining evening. It took me a good thirty minutes to realize what I was actually seeing. I grabbed a pen and paper and began to keep track. In the Superman II movie, the Marlboro logo rears it red and white head more than a dozen times – my father says more than two dozen and that I’m being modest with my numbers. Superman, the man of steel lungs. Superman, the embodiment of truth, justice, and the American Cancer Society. A movie that is supposed to show people a true champion and hero simultaneously tries to get its viewers to buy tobacco products. I am slightly impressed, but mostly baffled.
Advertisements are not going away and will never leave us alone. Though they aim to entice us, they do have a tendency to pop up in the most unwanted of places. In bathrooms, in changing rooms, under the windshield wiper of your car that you have only been away from for all of five minutes – these are places one would like to at least have time to collect oneself. In Lenore Skenazy’s article “There’s No Escape from Ads, Even in the Backseat”, she highlights exactly what it says on the tin. Even some taxis are now equipped with video screen filled with advertisements we cannot turn off (140). Touché , marketing departments. Take your salesman of the year award and leave the rest of us alone for a while. I would kindly like to watch my cop dramas in peace.
Works Cited
Smith, Allison D., Trixie G. Smith, and Stacia Watkins. “There’s No Escape from Ads, Even in the Backseat” The Pop Culture Zone: Writing Critically about Popular Culture. Boston, MA: Wadsworth Cengage Learning, 2009. 140-41. Print.




