Reality TV.. Product Placement?

The next time you watch TV or a movie, count the product placements. What are your thoughts on the matter?

Nowadays, I don't watch a lot of television, due to my lack of personal time-- and also, the lack of quality shows available. Where reality shows are concerned, I do admit to watch for the pure entertainment purpose, as it is quite humorous how scripted these "real" episodes are.

In that case, I've chosen to highlight product placement in, "Keeping Up With The Kardashians." This reality show delves into the lives of Bruce and Kris Jenner, along with their children: Kendall and Kylie-- and the children from Kris's first marriage: Kim, Kourtney, Khloe and Robert Kardashian.

Considering this is a reality show, taking place mostly in the Jenner household, it is typical to see many familiar products such as Mac computers, Palm Treo smartphones, and cars: Cadillac Escalades and Range Rovers.

In all instances the logos aren't very visible for promotion, yet it is obvious to see the brands in use. However, clothing logos (which are more noticeable on camera) are "blurred"-- so that the brand is not seen at all.

The only case in this show that I find product placement is in promotion of their family clothing store, Dash.

Dash is frequently mentioned, and a large majority of the show is filmed in the clothing boutique-- as Kourtney and Khloe work there.

Likewise, when the girls go out at night-- or errands are run among the parents the names of the places visited are always shown: such as Chaya Restaurant and Suki 7 Club (in the episode I viewed for this blog.)

Even though product placement is not all that obvious, I would assume fans of these individuals would admire the brands used throughout the show-- as well as be interested in visiting Dash as it plays a huge role in the girls lives.


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On a personal note, having taken part in a small amount of extra work on television (as mentioned before,) I have seen product placement done first hand. I have also gotten in "trouble" for wearing too large of a logo (displayed on my purse)-- as that designer was not paying for her fashion to be promoted on the show.

What is shown in television shows and in movies is highly important, and carefully planned. Brands promoted give a certain reputation-- and is important as a viewer to notice product placement throughout entertainment.. as it is a great advertising tool in the media.

I am a Millenial.

How do you feel about being part of the Millennial Generation. There are a variety of terms used for your generation. How do you feel about that. Do you identify? How would you advertise to yourself and does that differ from what’s being done.

Mixing practicality with drive and ambition, I wholeheartedly associate myself with the Millennial Generation. We are said to be a cared for and valued group of unique individuals, with parents attending to our needs (compared to past generations.) The Millennials have career expectations and are very money conscience, as one of the main stresses in life is debt. The media holds a tight grip on our lives, as we have been exposed as the most "celebrity obsessed" culture.Virtually unified, the net and technology keeps the world at our fingertips, instantly connecting us to anyone we please (within a click of a button.) Likewise, we have been affected by numerous world tragedies and are willing to stand up for environment and civil rights (of our interest.)

I am proud to have been born in the Millennial Generation, because I truly believe we are "one of a kind." No generation before us has been challenged by such worldly events-- as 9-11 and War on Iraq, Clinton Scandal and Impeachment, and tragedies such as the Columbine and Virginia Tech Shootings, and media related-- Princess Diana's death, John F. Kennedy, Jr.'s plane crash, OJ Trial..ect. We stand strong and unite to get through tough times, as each event touches our soul (as if we were personally involved.) The internet has opened countless doors to our existence, not only keeping us in constant contact with each other, but overstepping regional boundaries to experience different cultures, we may never get to see on our own. Knowledge can be gained through a click of a mouse, and our career opportunities multiplied. Our belief "anything is possible".. also holds us at a creative pedestal, always striving for the "next best thing" in life.

After keeping a keen eye on advertisers, I think they are aware of our generation and know how to reach out to us. We are a major source of revenue for businesses, not to be ignored. Likewise, the media also knows how to grab our attention and keep us interested in the latest fads/celebrity drama..ect. In saying this, I believe they are on the right path to how they currently advertise-- and I wouldn't at the moment change a thing.

A Great Example of PR/Advertising

A music addict, you can be sure in May/June of '07 when The Spice Girls began enrolling fans in their "waiting list" to be chosen to purchase tickets to their Dec/Feb '07-'08 "The Return Of The Spice Girls" World Tour, my name was on the list minutes later.

As news swept across America (and overseas), that the five girls would be reuniting one last time, "Girl Power" was in full force. At the initial start of the official website opening, roughly over 1 million UK residents and 3 million US fans registered for their chance at tickets.

Around October an email hit my Inbox warning that someday in the next week, I'd be receiving a code to use when purchasing tickets (which would also be at a random unannounced time.) Around 10 a.m. on a Saturday, I received the email "BUY NOW!".. which began my notice of an extremely well planned PR/advertising campaign.



With shows selling out in seconds (literally!), the finalized tour dates listed 18 US/7 Canada/20 London/1 Madrid/1 Cologne, and it was announced that Roberto Cavalli would be sole costume designer for this World Tour. Likewise, Victoria Secret would be licensed pre-sponsors, selling the exclusive "Greatest Hits" Album at their stores and having them perform at their annual Fashion Show, where the girls also wore Victoria Secret fashion in their Music Video "Headlines (Friendship Never Ends.)"

Leading up to my show, over the Holidays I received chain emails, such as "Merry Christmas/Happy New Year..from The Spice Girls". Also, were links at the bottom directing to the website and online store.

Starting in January/February, I not only received a couple more "Spice updates".. but Prudential Center (my ticket venue) began sending preparation emails.

Prudential Center offered personalized maps (as well as linked bus/train schedules) directing the easiest route to their Arena. Also the week before the show, I was sent a text message number, where attendees could text the number (when inside the building) and receive coupons and locations to food companies-- at a discounted price.

While at the venue, the screens (before the show) advertised the online store and merchandise, and in the Program Book, the last pages were full paged ads featuring the girls' solo projects, such as Melanie C's latest albums and Geri's children books (and information on where they can be bought.. ex. Amazon.)

Upon arriving home after the show, I received a "Thank You" email from Prudential Center and a questionnaire, in hopes of "Making your experience better in the future."



All in all, I thought the PR/Advertising of this whole tour was amazing. I mentioned some of this in my PR Writing class, because I was honestly impressed with how many emails I received.

Now of course, I know The Spice Girls didn't actually sit down and send me a "Merry Christmas!" email (even with it saying "xxx Emma, Geri, Melanie B, Victoria, Melanie C"..haha), but the fact that they continued to keep in touch with ticket buyers.. all the way up to the event was nice. And for Prudential Center, with its new renovation, to take the time to reach out to their customers and send personalized transportation routes and discounts, definitely made me want to visit the venue again.

The television commercials I saw were also just as effective, not only promoting the "Greatest Hits" album (as the music played in the background) but provided tour information while flashing past and present pictures of the girls across the screen.

National VS. Local

Check out some local and national advertising. Try and figure out the marketing plan. Compare a local one to a national one from a critical standpoint.

Using newspapers as my media source, there was numerous noticeable differences when comparing a national ad versus a local one.


A marketing plan is a company's activity yearly documented and comprised of "the marketing process."
"Step 1: Research the consumer market and the competitive marketplace and develop a situation analysis.
Step 2: Set objectives for the marketing effort.
Step 3: Assess consumer needs and wants relative to the product, segment the market into groups that are likely to respond, and target specific markets.
Step 4: Differentiate and position the product relative to the competition.
Step 5: Develop the marketing mix strategy: Select product design and performance criteria, pricing, distribution, and marketing communications.
Step 6: Evaluate the effectiveness of the strategy" (Burnett, Moriarty, Wells 41/42).


While looking through the countless advertisements (in the Philadelphia Inquirer and USA Today), I noticed how flashy the national one's were. The sizes tended to be full page and or half, whereas the local were dispersed throughout news context (side-page ads). The national were more likely to be in color, containing eye-catching layouts and fonts as well.

The local advertisements were more informative, including more descriptions(on product/event/facility) and contact (phone numbers/emails). If the advertisement contained a picture, it was friendly and appropriate for all ages, where the national sometimes were more "dangerous" in their approaches.

It was quite common to see national advertisements promoting products, like Verizon (phone deals)-Cingular-AT&T..ect. and clothing companies (MACY's- Boscov's...ect.) Highly targeted to trendy, teen-middle aged audience. Where local companies focused on social concerns, such as education (Holy Family University-Penn State...ect.), banking (Commerce-Malvern Savings Federal Bank...ect.) and health care (Fox Chase Cancer Center-Frankford Hospital..ect). Their target audience was the everyday person, needing help and guidance toward important situations.


There was numerous times when the advertisements merged in similarities, but for the most part, clear differences stood as reminders of where each stood in the question "national vs. local?"

Advertising and Society

Does advertising emulate society or does society emulate advertising?

"What came first the chicken or the egg?"


In my opinion, there is no "either/or" side to this question, I believe it's a never ending circle. From the beginning of time, differing societies have cultivated their own ideals. Each person found like qualities among his/her peers and adapted to the perceived "perfection" to the best of their ability.

However, as time has evolved and the media has taken over, forced "perfection" is among us everyday. Whether turning on the radio or television, flipping through a magazine or browsing the internet, "the must have.." or "the hottest new look.." is an immediate feeling of want.. and need.

Advertising has built a formulated system in discovering a target market and intensely reaching out to them. They emulate society by way in which their ideas originate and then run with new, creative ideas of their own, re-shaping the already existing condition.

Nowadays, our culture is extremely "media-hungry" as society in turn, emulates advertising. The young and old alike, want instant gratification and are willing to go the extra mile just to "fit in." Accumulating products now serves as status boosters, and body image is of dire concern. Diet pills and thin celebrities set the "perfection" weights, and their styles are sought after.

Either way, this cycle will only be defeated if people are willing to change. There's no reason that advertisements can't just be ideas, an aid in which one uses to create their own ideals and "perfection." The negative attributes the media brings could be reshaped and turned into a positive.

"Perfection" one day could stand as one's own true happiness, instead of a level of peer acceptance and admiration.

Commercial Stereotyping

As learned in class, stereotyping is the linking of a person, group, culture...ect. to a group of traits. While watching commercials I noticed the typical stereotypes in real-life people as well as cartoon-drawn figures. Likewise, I also became familiar with strong brand advertising when promoting a new product and or upgrade to an already existing one.

Teenagers were the prime targets in the first couple of commercials I viewed. Both under www.abovetheinfluence.com, a strong message was conveyed to the audience. In the first, a stereotypical urban setting showed two groups of teenagers sitting on the front steps of their row homes (across the street from each other.) The speaker was a Latina girl who rapped about whether or not (her neighbor- male) would make something of his life and leave his addiction to weed behind. The second, remained on the topic of weed by showing an ever-changing boy's bedroom, as he'd come in and out with small bags filled. The accumulated drug ended up creating a cocoon around him, only for an over-weight middle-aged man to break free. The words "affects who you are tomorrow" appeared before the commercial was over.

Aside from the city-drug stereotype of teenagers, was a college-stadium type setting in another commercial, where a nervous middle-aged presenter stood in front of the class. A male student chose to stand up and comfort the man by saying he could picture him naked, as well as telling the girl next to him that she was free to do the same. It was insisted that Clearasil Ultra "may cause confidence" and that a money-back guarantee was offered if product was not found helpful.

The commonly seen beauty commercials were of no surprise. Model-type young adults played on the beach, as a girl's glistening hair was the supposed result of (Color Shield) Gardiner
Fructis. Likewise, a beautiful woman in an elegant gown, promoted "no knife's needed" for Olay Micro Sculpting Creme.

T-Mobile and Verizon took familiar stereotypical approaches of husband and wife, and a middle-aged man in the dating scene, but put creative touches on their commercials. A nervous, mumbling middle-aged man, tried desperately to leave the perfect voice mail to a woman, as he kept making mistakes. 1000 T-Mobile Whenever Minutes and Unlimited Nights and Weekends for $39.99 was the plan advertised. Just as unique and attention grabbing was Verizon. As a worker deeply breathing is helped to a car (in the route to a hospital), he grabbed and opened his phone as a tunnel approached and asked the famous phrase, "Can You Hear Me?" We then see his assumed wife doing the same breathing technique, in labor, as she too is in a car on the way to the hospital. In conclusion, the new Pink BlackBerry Pearle was advertised for Valentines Day.

For the women audience, Wish Bone used happy, smiling female salad eaters, as the Salad Spritzer was advertised, while a woman layed on a ground covered with lettuce (throwing it towards the sky.)

In the advertising of drinks, Red Bull chose to use stereotypical cartoon drawings to illustrate its message. As a will was presented by an older man, to a young man and elderly woman, the money was given to "Jacqueline Monique Smith" a fur covered, tightly dressed blonde, with a celebrity-type appeal. The elderly woman pulled out a Red Bull and drinks it, giving her wings to fly and grab the will, and leave the scene. Dr.Pepper chose to advertise their new Diet Cherry Chocolate Dr.Pepper by the can only, as it was digitally remastered to split and dissect into parts (with a chocolate fountain and cherry candies appearing inside) as the new flavored ingredients were announced.

In any case, whether in commercials or print advertisements, stereotypes are a familiar feature. Personally, I have seen this happen in real life, as I've been apart of a commercial and done a small amount of extra work for television. It's ashame that not everyone is portrayed how they wish, as well as equality given regarding what type of person is shown in the final cut. As the Entertainment Industry in general is extremely body conscience, doing projects like this, where we get to actually see the misuse of stereotypes and portrayal of "perfection", is really helpful when trying to keep a grounded view of society as a whole.

Good Advertisement

Loyal to Verizon Wireless, since I have family who works for the company, "the Voyager" commercial was first to pop into my mind when thinking about a good advertisement.

Always looking for the newest technology, I remember last spring seeing the first "Voyager" commercial, and then highly anticipating its debut.

As Verizon started heavily promoting their three newest phones, before Thanksgiving of this year, I joined the advanced waiting list for "the Voyager" and was impressed with the interactive website designed for additional information.

Now, as "the Voyager" commercial is airing repetitively, the entire concept of the sole model being pushed to create a domino effect (among other "Voyagers") as the voice-over explains its functions, and the "map/directions" feature directs the movement, the overall idea is a very powerful campaign in my opinion.

Verizon did not chose to pick up the iPhone first, however with "the Voyager," they have given Verizon customers "touch screen capability".. promoting the model in a original, innovative way, and creating much "hype" for their company as well.

http://youtube.com/watch?v=IxlNJ9Tr9eU