Product placement is the act of incorporating commercial content into various forms of media in a bid to enhance a particular brand. It has become a norm to some of the biggest names in the business industry to infuse information about products on mainstream media including television programs, films, blogs, and computer games amongst others (Sheehan, 2013). Although this is an important strategy in marketing and branding, it does not come without controversy. The lack of control and the over-commercialization of media amount to an intrusion into the personal lives of the viewer.
In most circumstances, marketers exhibit a lack of control with regards to how products are portrayed into a storyline or a scene. As such, the product can appear haphazardly on the content without necessarily taking into account the welfare of the viewer. It is important to note that the viewer does not watch the program with an aim to get information regarding the product. A large part of the viewership consists of the young people and adolescents. However, in most circumstances, the product placement might involve controversial products such as cigarettes, alcohol, and guns. Therefore, this brings an ethical question as to whether the marketers take into consideration the market segmentation they target.
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Another major area of controversy surrounding the issue of product placement is as to whether magazines should also engage in the practice. There is an increasing fear that when this practice infiltrates the magazines and newspapers, the editorial content and credibility will face jeopardy. The incorporation of pharmaceutical drugs in such media also creates a platform for abuse. In conclusion, product placement has supporters and opponents in equal measure. Even though many people find them unethical and acceptable, marketers view it as a new and efficient way of accessing the public. Therefore, a thin line should be drawn between the viewer’s welfare and the need to pursue a business cause.
Reference
Sheehan, K. B. (2013). Controversies in contemporary advertising . Sage Publications.
