High caliber actors, singers, athletes, etc. all share a common quality with politicians: magnetic personalities. It is personal branding that creates endorsement and sponsorship opportunities between major retail brands and other opportunities. Their celebrity has often been measured by box office success and target audience research. As illustrated by Hillary Clinton’s cameo on Comedy Central’s ‘Broad City‘, the presidential candidate was able to reach her tested demographic. However, instead of the endorsement coming in the form of a PSA, it was woven in the narrative of a television series.
Now, Clinton isn’t a product so-to-speak, but she like every other candidate must sell their audience on her policy or personality. So in this case, Clinton’s brand is up for product placement. While the TV show is fictional, Clinton and the context of the presidential race is real.
Looking more closely at product placement, what is it’s official definition?
Now that we understand product placement, lets look at the definition of product displacement which exists in two forms:
Needless to say, numerous opportunities exist for both product placement and displacement in visual media. Why? Because branding occurs in every facet of our lives. Logos adorn our garments, vehicles, technology, real estate, etc. So no matter if you’re shooting a personal home video or a large scale production, there’s always a chance a logo will appear within your content.
Filmmakers however are extremely conscious of this fact due to the potential for legal proceedings. That being said, they take great efforts to either eliminate or strategically place brand logos throughout their setting. Here’s another example from the 2005 film Constantine.