You Are Product Placement

Product placement has existed, at the very least, since Jules Verne published Around the World in Eighty Days in 1873 when trading companies would ask him to mention them in his novels. Since then it can be seen in nearly every movie, every television show, many popular songs, and even video games. Most people can recognize when they see or hear it in those contexts, but those aren't the only places product placement exists.

Before I jump into it, I feel I must preface with that it's clear to me why product placement in media is used. It's a kind of symbiotic relationship between the entertainment and advertising industries. Entertainment companies need money to produce their media, and advertisers need a way to to reach possible consumers that isn't talking their ears off through 30 second TV spots, infomercials, and print.

In order for companies to make money consumers need to know their products exist. In addition, consumers need to believe the product is worth their time and money. For that to happen advertising is a necessity. Consumers purchasing products and services, consuming, is what drives the world's economy. Part of that involves product placement. It is a necessity. I say these things because I need to make it as clear as possible that I am not anti-advertising. There's a lot of junk out there that no one needs, and no one should be fooled into thinking they do by advertising, but there are definitely products worth advertising and worth purchasing.

That said, there is a kind of product placement the majority of the public is not aware of that deserves some attention:

Ourselves.

When I'm sitting at a coffee shop with my MacBook Pro open, I'm advertising for Apple. The recognizable casing and the glowing Apple logo on the back of my screen make me real life, real time product placement. Not only am I the age group they love to target, but because I'm also the age group they use in their advertising I become an extension of their brand wherever I work with this laptop. This is advertising Apple doesn't have to pay for because it's a function that has been built into their product.

It extends well beyond electronics, and is particularly prevalent with clothing and vehicles. Is it really necessary for American Eagle, Gap, Nike, Underarmour, Abercrombie, Aeropostale, Tommy Hilfiger, etc, to display their logos anywhere but on the tag? Do cars need to have their manufacturer's logo on the grill and the model on the sides and rear? The answer to both those questions is no. They're located in those places so when people are wearing, driving, and using their products they are also advertising those same products.

I'm not saying we should start peeling the branding off our cars, picking off the prints on our shirts, or pulling off stitching. What I am saying is that in an age where so many people are complaining about being constantly bombarded by advertising we should be particularly aware of how we are advertising.

We are product placement.

You are product placement.