As a sequel to ethos, pathos, logos I would like to talk about a nice type of advertising.
Product Placement.
Not the way its being done in Greece but generally abroad.
In Greece unfortunately it's bad. And it happens in
two types.
1st: You
view a video clip where Vodafone is the main star and not the artist...
.PNG "vodafone placement")
2nd: You get the product placement label in the corner of your screen.
What
I really love about the product
placement in countries such
as U.S. and U.K. is how much it perfectly fits, thus having much better
effects.
I'd like to think I posses a
personal Ad-block in my mind which allows me to filter bad ads and
not see them.
The first time my Ad-block got tempted was quite recently.
Not more than 3-4 years ago.
I was in college and a TV channel had all
night long Sex & the City.
So
many all nights longs than I've seen each season about 5 times each.
So I noticed one thing. Samantha was holding some kind of juice from Starbucks. An orange stuff.
And suddenly I wanted it.
So the next day at college I begin to say this story
to my friend Miltos. He also had seen the episode and wanted that orange thing
too!
We almost almost got to Starbucks to buy whatever that shit was. We didn't. But we were close.
So I believe its all about subtlety.
Let the product be part of the scene. On the background.
Don't make it the king of the show. It isn't! It's the show!
If you
make it a king you just lost the game. Just blend it in and you've won.
There is a show in Greece sponsored by Ifantis.
It' all around the place.
I suppose you don't call that subtle.
Generally that whole craze about putting the sponsor
in front.
People
don't like that guys. Lets turn it around. Let see what product placement is.
You just PLACE it. You don't promote it.
So anyway I believe product placement is probably the best way to advertise on TV.
Its all about pop culture references now. Thanks to post modernism, television now has conscience such as the consumer (?).
So when the Big Bang Theory has Alienware and Mac's (which you can barely see but you know they are there) you've succeeded in product placement.
Razer
will be begging to place something.
So what is the point? We take value of advertising and we do not abuse it
because it loses its power. Because what is Product placement in the end of the
day?
Appeal to Ethos.
Ethos as we accept pop culture. It's all about subtlety.
