Open AccessO LOKOWANIU PRODUKTU JAKO ELEMENCIE STRATEGII REKLAMOWEJ NA PRZYKŁADZIE POLSKIEGO SERIALU PRZYJACIÓŁKI
Author(s) -
Dominika Agata Myślak
Publication year - 2016
Publication title -
civitas et lex
Language(s) - English
Resource type - Journals
eISSN - 2449-5522
pISSN - 2392-0300
DOI - 10.31648/cetl.2290
Subject(s) - product (mathematics) , advertising , product placement , reflection (computer programming) , business , computer science , mathematics , geometry , programming language
Product placement is an example of a popular form of advertising characteristic for thePolish TV shows. Film and TV writers in Poland are keen on using this method also in TV shows.As product placement has got a strong influence on the audience, the viewers perceive the filmreality as the reflection of real life. TV series fiction in turn influences the consumerist preferencesof the adresses. The strategy of product placement in the Polish TV series, however, still leavesmuch to be desired as directors find it difficult to apply the method to suitable scenes in a subtleway. It happens that the product being placed remains onscreen for too long, the number of theproducts per single episode is too high and the dialogues aimed at highlighting the advantages ofgiven products seem too artificial. All those actions have a negative result on the final decision ofthe viewers on whether to buy the advertised goods or not.