Active placement by mention
Posted: Sun Feb 16, 2025 4:26 am
Passive placement
This is where the product or brand in question appears in a scene for a short time, it appears at a specific moment within a context, but the characters that appear in the scene do not make any mention of the brand, nor do they interact with it. For example, let's imagine that the protagonist is looking in the mirror and on the shelf he sees a Neutrogena face cream.
Active placement per action
Where the product not only appears but is an active part of the scene. Let's think of a protagonist who was jogging on a court, finishes his training and drinks a bottle of Gatorade.
Here a mention is made of a certain brand, for example, the protagonist arrives at a store and orders a Coca-Cola.
As we said before, this technique is mostly used in movies and if we think of any of the most famous or most remembered movies, we will surely find examples of product placement.
Examples of brands in cinema
The Castaway
We all surely remember the film Castaway, this is our first example of placement. In this case, by action and mention, the Wilson volleyball becomes the protagonist's only companion throughout the film. The same happens from beginning to end with Fedex.
This is where the product or brand in question appears in a scene for a short time, it appears at a specific moment within a context, but the characters that appear in the scene do not make any mention of the brand, nor do they interact with it. For example, let's imagine that the protagonist is looking in the mirror and on the shelf he sees a Neutrogena face cream.
Active placement per action
Where the product not only appears but is an active part of the scene. Let's think of a protagonist who was jogging on a court, finishes his training and drinks a bottle of Gatorade.
Here a mention is made of a certain brand, for example, the protagonist arrives at a store and orders a Coca-Cola.
As we said before, this technique is mostly used in movies and if we think of any of the most famous or most remembered movies, we will surely find examples of product placement.
Examples of brands in cinema
The Castaway
We all surely remember the film Castaway, this is our first example of placement. In this case, by action and mention, the Wilson volleyball becomes the protagonist's only companion throughout the film. The same happens from beginning to end with Fedex.