03 07 communication u4a

Module

4A

Film Fest

Have you ever wondered why there are so many ads
present in mass media? The purpose of advertising is
to offer goods and services and make them attractive to
possible consumers. Bearing this in mind, advertising
agencies have found a way to reach a large number of
people by presenting merchandise in television, radio
and the Internet. But they have gone even further so as to
achieve their goal without bombarding the audience with
commercials.

helps reduce the cost of the film because there is not
financial compensation for the products advertised. For
example, some productions have used manufactured
goods —such as electronic devices, food, clothes or
means of transport— and then, given them back without
having to pay for them. There have been occasions in
which products, such as cars, have taken on a leading role,
together with the main character. Actually, the automobile
is one of the most common product placements in films.

Product placement is a form of advertisement in which
the product appears in context as if it were part of a
scene so that there are no interruptions. Sometimes, it is
not the product itself, but actually an ad for the product
that is present. This is called advertisement placement.

These forms of advertising have become very common
in films. The idea is that scenes resemble real life with
real products, which are not the focus of attention but are
clearly visible. Spectators can see characters buying or
using certain merchandise, or even making comments
about them.

It is important to notice, however, that some product
placements have not had successful outcomes on the big
screen. This has occurred because their presence has been
too obvious or of no relevance to a particular scene. Due
to adverse effects like these, viewers may feel that they are
watching a commercial instead of a film.

This tendency brings profits to both the company brand
and film productions. Sometimes, product placement

Activities

When a product blends into the scenery, the audience
naturally accepts it and does not become conscious of
its presence. Probably, this has also happened to you
when watching films. Now that you know what this form
of advertising is about, you will surely recognise various
product and ad placements in the future.

Sex and the City / New Line Cinema

Speed Racer / Warner Bros. Pictures

1Read the text and answer.
aHow do agencies advertise products in films?

bWhat is the difference between product and advertisement placement?

c Why are these forms of advertising effective?

English Toolkit 1 - Communication

Photocopiable © Ediciones Santillana S.A. / Richmond 2011

Advertising in films


Module

4A
2Circle the verbs in the Present Perfect and write a list
of the irregular past participles.

3Complete the diagram with words related to films.

4Give examples of films in which product placement promotes…
a …an automobile and it appears as a character:

b …computers which have an important role in the story:

c…food or drinks:

Classify the films mentioned above.
Are they action / adventure films,
comedies, dramas, sci-fi films, horror
films, etc.?

5Work in groups. Imagine you work for an advertising company
and have to design an ad to place in a particular scene of a film.
Remember that it has to appear as part of the scenery!
Consider the following guide before getting to work.

3 Choose a scene of a famous film in which
the advertisement will appear and describe it.
3 Decide which product you will advertise.
3 Design a plan for the advertisement: what
pictures and words will you include?

English Toolkit 1 - Communication

Photocopiable © Ediciones Santillana S.A. / Richmond 2011

Films