PPL is an abbreviation for Product Placement. It is used in movies and dramas by exposing certain products for the aim of advertising. Originally, it meant placing the products in movies or dramas; however, nowadays, it means an intended exposure on the screen because PPL has appeared prominently in advertising recently. 
  In  Korea, after a long discussion, the government permitted indirect advertising(PPL) through the amendment of the Broadcast Act and Enforcement Ordinance in 2009 because the illegal indirect advertisements in the various media came to the forefront in 2005. Consequently, indirect advertising first appeared on TV in May 2010.
  The purpose of PPL is exposing the audience to branded products in movies and TV to increase consumer awareness. Therefore, audiences are unconsciously exposed to the brand, so audiences have less repulsion of their products. However, if a PPL is excessive, the audiences recognize the PPL as a direct advertisement. They feel discomfort and offended by the media because they are annoyed by the embarrassing PPL which disturbs the story. For example, in Korea, the drama ‘My Love from the Star’ was criticized by audiences because it used so many PPLs of cosmetic scenes which were unnecessary to the plot.
  Unlike Korea, the United States freely permits PPLs by allowing broadcasting companies to make their own regulations. With no exaggeration, PPLs became unlimited after the abolition of regulating TV advertising time by the Federal Communications Commission in 1981. The number of PPLs is increasing year by year because of no regulation. Therefore, the advertisers intend to reduce the TV ads and increase the PPL investment. The most famous example of PPL is the Hershey chocolate, Reese’s Pieces, in the movie E.T. The sales of this chocolate climbed 66% within 3 months of the movie’s release. It shows the ripple effect of PPL.
  On the other hand, European countries are regulating PPL. Especially in the United Kingdom, they have strictly regulated PPLs in order to eliminate programs designed for the purpose of PPL. However, in February 2011, the government decided to allow PPLs to make profits for the broadcasting companies. The British programs must display a logo ‘P’ on the top right of the screen to notify the audiences that this program includes PPLs. In that way, the British government still has PPL regulations.
 

By Park Ji-su
js34@cbnu.ac.kr

---

 

Is Product Placement permitted freely in your country?

 

  Jermey Gregory(USA) : Product Placement is one of the common forms of advertisement in America, so I would say yes; Product Placement is used pretty freely.
  Matthew Gracey-Mcminn(England) : It was banned until February 28th, 2011. Since then it has been allowed on TV, but broadcasters have to display a ‘P’ for 3 seconds at the start and end of a program that contains it. Oh, and it’s a bit controversial, with the Church of England and most of the NHS being opposed to it. Also, products aren’t allowed to be “too prominent” or be “too high in fats, sugars, etc.”

 

Do you think that Product Placement is effective for advertising?

 

  Jermey Gregory(USA) :  It’s like when car companies pay movie companies to show off their new cars to influence viewers to buy their products. The same way with coke, when you see a famous actor drinking a coke, the company paid for their products to be viewed by the entire world.
  Matthew Gracey-Mcminn(England) : Personally, I don’t think it is that effective. When I’m watching a TV show, I’m paying more attention to the plot, characters and the show’s premise to be bothered with details like what they’re drinking and eating.

 

Do you think that Product Placement has problems? If so, what are they?

 

  Jermey Gregory(USA) : Product Placement makes it harder for starting companies to promote their products over bigger companies with more money.
  Matthew Gracey-Mcminn(England) : Well, the most obvious problems are things like promotion of unhealthy lifestyles(we already have a severe obesity problem) and the fact that it supposedly subtly manipulates peoples’ buying habits - essentially trying to control people themselves.