In the first decade or so of film history (1895–1907) audiences did go to see films as narrative art forms but as fairground attractions interesting for the amazing visual effects they appeared to be. Before films were even narrative forms in the sense that they are recognised today, industrial concerns funded the making of what film scholar Tom Gunning has described as “cinematic attractions” these were short films of no longer than one or two minutes. Recognizable brand names appeared in movies from cinema’s earliest history. Recent scholarship in film and media studies has drawn attention to the fact that product placement was a common feature of many of the earliest actualities and cinematic attractions that characterized the first ten years of cinema history. For example the German magazine Die Woche in 1902 printed an article about a countess in her castle where she in one of the photographs actually holds a copy of Die Woche in her hands. With the arrival of photo-rich periodicals in print business in the late 19th century publishers found ways of lifting their paper’s reputation by placing an actual copy of the magazine in photographs of prominent people. The photo appeared in 1902 in an issue of Die Woche (detail of the actual photograph)
Self-advertising: A German countess holds a copy of the magazine Die Woche in her hands. Product placement is still used in books to some extent, particularly in novels. If he was actually paid to do so, however, remains unknown.
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By the time Jules Verne published the adventure novel Around the World in Eighty Days (1873), he was a world-renowned literary giant to the extent transport and shipping companies lobbied to be mentioned in the story as it was published in serial form.
Product placement dates back to the nineteenth century in publishing.
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In April 2006, Broadcasting & Cable reported, “Two thirds of advertisers employ ‘branded entertainment’-product placement-with the vast majority of that (80%) in commercial TV programming.” The story, based on a survey by the Association of National Advertisers, said “Reasons for using in-show plugs varied from ‘stronger emotional connection’ to better dovetailing with relevant content, to targeting a specific group.”
Product placement became common in the 1980s. The product placement is often not disclosed at the time that the good or service is featured. Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs.
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