Grant Smithies (Sunday Star*Times, 15 July, 2012) discusses the way advertisers surmount the problem of Tv and movie watchers trying to avoid advertising - by inserting products into the settings of favourite soaps, comedies, and film action.
Of course, it doesn't stop there. Recently show writers and performers have been turning product placement into an art form, through meta-commentary. Now the subtle low key product appearance is substituted with the comically blatant in direct parody of the advertiser's maneuvering.
Grant tells us that shameless product placement may inspire rage, but there is fun and admiration to be found in the clever instances which poke fun at the very idea!
NBC's 30 Rock included Snapple in the episode "Jack-Tor" dedicated to product placement, where television writer Liz Lemon argued against including GE’s products in the show.
Liz : “We’re not compromising the integrity of the show to sell…”
Pete: “Wow, this is Diet Snapple?”
Liz : “I know. It tastes just like regular Snapple, doesn’t it?”
Frank: “You should try pomegranate. It’s amazing.”
Cerie: “I only date guys who drink Snapple.”
Jack: “Look, we all love Snapple. Lord knows I do".
In a roomful of irate writers complaining about having to write product placements into their scripts, everyone one of them is downing a bottle of Snapple.
A later episode satirizes the promotion of Verizon phones in the show, then Liz Lemon asks the sponsor through the camera, "can we have our money now?"
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