Covert Advertising - 3464 Words

ABSTRACT De Dana Dan, Wake Up Sid, Dhoom, Phir Hera Pheri and Matrix are some excellent examples of movies with covert advertising. Brands such as Coca Cola, ICICI Bank, Domino’s, Nokia, Aston Martin and Suzuki have placed themselves in these movies. Nowadays, these tactics are common in most of the films. Some very well managed product placements appear to be quiet natural, if not logical. But some seem to be badly inspired by a commercial spin-off, with all the negative consequences it may generate on the audience. Take for instance, the Hollywood flick, ‘What Women Wants’. This Mel Gibson starrer has a Nike commercial as a part of the script. It gets with the script so well that you don’t realize you’re watching a commercial†¦show more content†¦COVERT ADVERTISING Covert Advertising is the inclusion of a product, brand name or the name of the firm in a movie for increasing memorability of the brand and instant recognition at the point of purchase. It is an advertising technique in which the companies pay a fee or provide service in exchange for a prominent display of their product. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise’s character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Some Latest Indian Examples: Swades, for instance, shows the hero holding a FedEx packet while travelling in a train in India. Waqt mentioned brands such as Archies, In another movie Hungama had Videocon, Coca-Cola in the film Taal, Cadbury in Parineeta, etc. Maruti Swift made its Indian debut with the release of the film Bunty aur Babli. Rumour has it that Maruti had delayed the launch of this new model to time it with the release of the film. SRK using Santro cars in a RNBDJ and Chalte Chalte. Hollywood example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them classics, because the film is set far in the future. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes inShow MoreRelatedThe Influence of Movie Genre on Audience Reaction to Product Placement1062 Words   |  5 Pageswill recognize it. It is recommended that marketing and advertising managers should strategically place their products prominently in films and television programmes in order to guarantee the desired impact thereof. Covert Marketing: A Virtual Media Communication Vehicle (Kautish, 2010): Said Consumers suspicion towards traditional marketing techniques, led marketers to try the virtual media communication form called disguise advertising as other forms of messages. The examples include making advertisementsRead MoreGender Roles Of Women During 1960 S Advertising : A Retrospective Analysis By Yorgos C. Zotos1933 Words   |  8 Pagessexism occurs in advertising in 2017 seems to be inequivalent to those seen in 1960’s advertising. The gender roles of women in 1960 were defined and marketed as being submissive, subservient and less than a mans role. Ad’s that air in 2017 show the side of this gender inequality and it is more rampant than initially thought. A quick search turns up just how many advertisers use sex to sell products, ideas and endorsements. 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It is used to help increase the sales of the product, familiarize the consumers of a particular brand, inform people of changes in an existing product and to introduce a new product to the market. Advertising is also closely related toRead MoreAmericas Smoke Screen-Portion Essays1168 Words   |  5 Pagesexamine the history of the tobacco industry and its advertising campaigns from the 1920s to the present. Some of the issues discussed in this paper will include: What forms of mass communication has tobacco companies used to persuade the public, how changes in technology have influenced the way tobacco companies communicate with target audiences, and how the United States government restrictions affect the current efforts of tobacco companies advertising strategies. Other topics that this paper will expound