A Look at Product Placement Advertisements
In our modern
society, people are bombarded with hundreds of advertisements. Although
obvious electronic display advertisements can easily be avoided, other means of
advertising that subconsciously affect people are not so easy to detect.
Product Placement Advertisement (PPL) refers to advertisements that appear subtly in television
programs, movies, or other forms of media.
Korea has relatively lenient regulations regarding PPL. As a result, the PPL
market is one of the fastest growing industries in Korea. Since the government
passed the law that allows indirect advertisements to be shown on TV programs
in 2010, almost all Korean TV programs use an excessive amount of artificial PPL that often
greatly disturbs the audience.
Of course, using PPL advertisements in moderation can
benefit both the advertising companies as well as TV programs. TV programs
(especially high quality movies or dramas) require large funding from external
sources. Without sponsorship, the quality of the programs also drops naturally.
With PPL advertisements, TV programs can earn money through sponsorship and
companies can expect an increase in their sales and improve their brand image.
However, the problem arises when it becomes tooexcessive.
One of the biggest problems that arise is that these
artificially fitted advertisements often times ignore the TV program’s innate
characters. For example, there have been many criticisms regarding abrupt PPL
advertisements that affect the overall flow of the TV programs. In fact, many
big companies can manipulate the storyline of movies or TV dramas so
that they can advertise their products within these programs. If TV shows
center around the PPL advertisements and change their storylines accordingly,
this will defeat the original purpose of TV programs. Instead, these programs
will just turn into another form of advertisement.
Another problem related to PPL advertisements is that it
subconsciously encroaches into people’s minds. Many viewers, whose original purpose was
to enjoy the TV shows, are affected by advertisements without even realizing
it. This could be infringing people’s rights, since these advertisements are
forced into the audience without forewarnings. This could be against ethics, as it
violates the people’s right to watch TV shows without getting brainwashed by
hidden advertisements.
PPL advertisements are unavoidable parts of our lives. However, there should be
certain regulations that could better control the excessive use of PPL. In
order to achieve this, the broadcasting stations, advertisement firms, and the
government should work together to find a rational way of controlling PPL.
1.
What does PPL stand for? What is it?
2. What are some of the benefits of PPL?
3. What are some of the side effects of PPL?
첫댓글 bombard 퍼붓다
subtly 미묘하게
artificial 인위적인
excessive 과도한
manipulate 조종하다
forewarning 사전경고