The second name for hidden advertising is product placement (PP), that is, product placement. This reveals the essence of the term - the introduction of a trademark, service or some specific product in the form of a hidden message. The following are used as a platform for placement:
movies and cartoons;
TV shows;
radio broadcasts;
Mass media (magazines, newspapers);
Global network;
network and computer games;
fiction;
video clips, etc.
Hidden advertising
In other words, hidden advertising can be at&t email list placed in absolutely any product that has at least some kind of plot and is in demand. This is a kind of mechanism for introducing a service, product or brand into the life of the hero of the work. Consequently, with a certain plot development, the character will definitely use the necessary product or service.
This is a rather subtle technique of invading the subconscious of a person who is engrossed in watching or playing. At the moment of high interest, the viewer (player, reader) is able to accept almost without resistance any idea, habit or thought proposed by the hero.
Increase Your Profits by 10X: 5 Key Metrics You Must Track
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
After working with over 300 online projects , I can guarantee: monitor these metrics weekly and your company will not only survive, but also increase its profits by 10 times!
In the context of sanctions and crisis, knowing the ROI of your advertising decides whether your business will be successful. Tracking these 5 critical indicators is the key to your prosperity.
What you get for free:
5 Key Metrics to Increase Profits by 220%
The Secret ROI Formula: Instant Advertising Efficiency Calculator
Anti-crisis Solutions Matrix: Find the Perfect Strategy for Your Business in 15 Minutes
We have prepared all the documents and templates with formulas for you. And yes, it is FREE:
Download documents for free
Already downloaded
153410
For the first time, hidden advertising appeared at the beginning of the 20th century in US film studios. The reason for the introduction of this technology was, oddly enough, the financial difficulties that are inevitable when starting new projects.
Making a movie is also a project, and one that requires a lot of investment. When starting work on a new movie, producers did not always have the necessary props at their disposal, which forced them to turn to producers for support. At first, things did not go very well, since companies were not always eager to respond.
Hidden advertising
However, interest in cinema grew at lightning speed, making popular not only the actors who appeared in films, but also the products. Items and things used by screen idols turned into the objects of dreams for millions of moviegoers.
At first, showing certain products in the frame did not pursue any commercial goals. But gradually, from props provided absolutely free of charge, it became one of the ways to earn good money.
Filmmakers began sending storyboarded scripts of future films to marketers of large production companies, and they would then select episodes suitable for placing their brand. Gradually, hidden advertising firmly entered the film world and joint work between film and product manufacturers on writing scenes intended to promote a certain product began to be practiced.
Covert advertising in Russia and the Soviet Union
In the Soviet Union, the use of hidden advertising was more of an ideological nature. The world of Soviet cinema, using technologies similar to those in the US, promoted the idea and state values.
Sergei Eisenstein's film "Battleship Potemkin" (1925) was made on government orders, so it shows the advancement of the ideas of the Central Committee of the CPSU and the USSR. To increase the effectiveness of the hidden messages, the film's creator painted the Soviet flag red by hand on black-and-white film. And it was really very convincing.
Hidden advertising
In the same year of 1925, two films were shot with funds from the People's Commissariat of Finance ("The Tailor from Torzhok" and "The Girl with a Box"), promoting the idea of government loans. The purpose of filming the films was quite mercantile: to arouse the desire of the people to purchase government bonds.
No less expressive was the hidden advertising in famous Soviet comedies. Just remember the popular phrase of the hero of the film "Ivan Vasilyevich Changes Profession": "Citizens! Keep your money in a savings bank!"
And this is far from the only example. "Sportloto-82", "Beware of the Car", "12 Chairs" and other comedies fulfilled a wide variety of state orders, for example, attracting people to participate in the "Sportloto" lottery (owned by the state), purchasing a "Zhiguli" car (the pride of the automobile industry), and the reliability of the Soviet post.
Hidden advertising
And this is far from all the hidden advertising in the films of the USSR era. In "A Gift to a Lonely Woman" the idea of popularizing state business - state insurance - continued. In addition, the film talked about how prestigious the Volga car is, Riga beer, "Dichlorvos", "rejuvenating" women's tights flashed by.
The big changes of the 90s could not but affect cinematographic activity. The country was moving to market relations. State orders practically ceased, and producers did not yet know how to find investors and advertisers.