Multilingual Business Communication

November 1, 2008

“Shaken, not stirred.”

Filed under: Dorien Heiremans, marketing communication — meertaligebedrijfscommunicatie @ 1:21 pm

The new James Bond movie, Quantum of Solace, has been released in the UK on 31 October 2008 and is due in Belgium on the 5th of November. James Bond movies are considered textbook examples of product placement. Companies pay huge amounts of money to get their products used visibly in one or more Bond movie scenes, thus increasing the budget of the films tremendously. Die Another Day (2002) has been nicknamed Buy Another Day due to its wide use of product placement. Corporate advertising was less obvious in following James Bond movies, but Quantum of Solace is again back on track.

Examples of product placement in previous James Bond films are abundant. In  The World is not Enough and Die Another Day, 007 uses Samsonite suitcases on his assignments. Bond drove a BMW in several movies, but since Die Another Day, he’s back behind the steering wheel of an Aston Martin. The most famous example may very well be “Shaken, not stirred,” by which the secret agent has ordered many Martinis and which has become a catch phrase which people automatically link to the brand.
The latest 007 film is no different, says The Independent: advertised products include the new Ford Ka, Aston Martin, Coca Cola’s Coke Zero, Sony Ericsson cell phones, and so on. But as common people’s preference for certain brands changes, so does James Bond’s. As mentioned, he has switched between BMW and Aston Martin, but he has also exchanged his Rolex for an Omega and as opposed to a regular Martini, he now likes to drink Smirnoff Vodkas.    

New Ford Ka

New Ford Ka

Smirnoff Vodka

Smirnoff Vodka

                                                                                                                                        

Some people like this kind of product placement; I think it is part of the fun watching a Bond movie to recognize all the products. Nevertheless, Quantum of Solace does take it very far. Cars slowly drive in front of the camera, so you clearly get to see the brand during a whole second. It’s just not subtle anymore.

Sometimes product placement can be taken too far outside the entertainment business as well, for example when it is used in the news on TV. The magazine Advertising Age reported on a news broadcast in Las Vegas in which the news anchors’ desk was adorned with iced-coffee drinks from Mc Donald’s. Product placement has become serious business, but when it starts to invade non-fiction, you may start to question the journalists’ integrity and the sponsor’s influence on the reported news, says Advertising Age.

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3 Comments »

  1. I like your topic choice and the way you have handled it. I do think you could have shown your personal opinion a bit more.

    The new James Bond movie, Quantum of Solace, has been released in the UK on 31 October 2008 and is due in Belgium on the 5th of November. James Bond movies are considered textbook examples of product placement. Companies pay huge amounts of money to get their products used visibly in one or more Bond movie scenes, thus increasing the budget of the films tremendously. Die Another Day (2002) has been nicknamed Buy Another Day due to its wide use of product placement. Corporate advertising was less obvious in following James Bond movies, but Quantum of Solace is again back on track.

    Examples of product placement in previous James Bond films are abundant. In The World is not Enough and Die Another Day, 007 uses Samsonite suitcases on his assignments. Bond drove a BMW in several movies, but since Die Another Day, he’s back behind the steering wheel of an Aston Martin. The most famous example may very well be “Shaken, not stirred,” by which the secret agent has ordered many Martinis and which has become a catch phrase which people automatically link to the brand.
    The latest 007 film is no different, says The Independent: advertised products include the new Ford Ka, Aston Martin, Coca Cola’s Coke Zero, Sony Ericsson cell phones, and so on. But as common people’s preference for certain brands changes, so does James Bond’s. As mentioned, he has switched between BMW and Aston Martin, but he has also exchanged his Rolex for an Omega and as opposed to a regular Martini, he now likes to drink Smirnoff Vodkas.

    Some people like this kind of product placement; it is part of the fun watching a Bond movie to recognize all the products. But sometimes product placement can be taken too far, for example when it is used in the news on TV. The magazine Advertising Age reported on a news broadcast in Las Vegas in which the news anchors’ desk was adorned with iced-coffee drinks from Mc Donald’s. Product placement has become serious business, but when it starts to invade non-fiction, you may start to question the journalists’ integrity and the sponsor’s influence on the reported news, says Advertising Age.

    Include urls in the text as hyperlinks

    Marilyn Michels

    Comment by meertaligebedrijfscommunicatie — November 16, 2008 @ 5:35 pm

  2. Product placement has indeed become serious business. Nowadays, we are snowed under with advertisements. Contrary to traditional marketing communication tools, product placement and sponsoring still offer the possibility to attract attention. Even the most independent journalist will have to pronounce your brand name if you are sponsoring a cycling team. According to Prof. Dr. P. De Pelsmacker (Marketing Professor at the university of Ghent and Antwerp), product placement still has a growth possibility of 20%.

    Some people call product placement unethical since it mixes content and commercial messages. According to Prof. Dr. De Pelsmacker, product placement can have the opposite effect if it is used clumsily. Since people realize that this technique is frequently used today, they are easily irritated by an overload of product placement.

    In my opinion, product placement should be allowed in movies and television programs to a limited extent (e.g. product placement for a limited number of products during one program). It should be forbidden during the news or other informative programs.

    (Karen Decabooter)

    Source:
    http://blog.markee.be/2009/03/10/bruce-hoe-trendgevoelig-zijn-buzz-words-in-marketing/#more-446

    Comment by Karen Decabooter — March 28, 2009 @ 7:43 pm

  3. Product placement is everywhere. It even reaches further than movies and TV-programs as product placement also turns up in video games. And it even seems to be effective too. Several studies have already proven the effectiveness of this in-game advertising. Their results showed an increase in consumer awareness and opinion of the in-game promoted products. Moreover, most gamers reacted positively to in-game ads; they do not find these to be annoying or intrusive.

    (Kirsten De Weerdt)

    Comment by meertaligebedrijfscommunicatie — April 5, 2009 @ 3:07 pm


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