Abstract
In cinema screenplays, commercial success takes precedence with the aim of appealing to broad audiences. Additionally, the character identifications within the script and messages placed within the story for specific purposes aim to fulfill both financial and emotional expectations. Were sequel narratives primarily designed as continuations of the story or were they produced based on audience reception? Furthermore, how is product placement, a part of integrated marketing strategies, utilized in sequel films? In the study, the Avengers series from Marvel Comics was selected as a sample. Product placements were documented in terms of brand/product, scene, time, character, and narrative. Scene examples such as multiple product placements or instances where characters most identified with the products or multiple characters using the same product simultaneously were examined. Content analysis methods were employed, focusing on linguistic and visual narratives, as well as sequential and structural meanings.
TopProduct Placement
Since the emergence of the concept of advertising to the present day, various forms of implementation have been observed, and a series of research and discussions have been conducted regarding their effects on consumers. The effects of advertising on consumers are not always positive. When consumers are exposed to a large quantity of advertisements, their interest in traditional advertising decreases, and they may even show a tendency to move away from these advertisements. A study conducted by the Media Planning Group in 2004 revealed that 90% of Digital Video Recorder (DVR) users skip advertisements while watching them (Hornick, 2006). This situation has led marketers and advertisers to search for new alternatives to ensure that advertisements are not skipped and that they yield results. These newly implemented methods include “subliminal advertising,” which aims to create a product message by appealing to the subconscious and emotions of consumers without directly conveying a message to purchase the product (Yolcu, 2005). The concept of Product Placement is perceived and utilized differently in various countries. The terms “Product Placement,” “Hidden Advertising,” and “Brand Placement” express various aspects of this concept (Yolcu, 2003).
Key Terms in this Chapter
Sponsorship: Financial support provided by film producers for the production or promotion of a specific brand. Examining sponsorship agreements seen in Avengers films is important.
Brand Integration: Organic integration of a brand with the storyline or characters of a film or television program. Examining how brands are integrated into the story and characters in Avengers films is important.
Audience Responses: Examination of audience attitudes, perceptions, and responses regarding product placement in Avengers films is important. Understanding how audiences react to product placement and how it affects their film experience is crucial.
Commercial Partnership: Collaboration agreements established between film producers and brands. Understanding how commercial partnerships are established and managed in big-budget films like the Avengers series is important.
Legal and Ethical Principles: Product placement practices should be evaluated under specific legal and ethical principles. Examining the legal and ethical dimensions of product placement practices in Avengers films is important.
Product Placement Impact: Examination of factors such as viewers' perceptions, brand loyalty, and purchase intentions affected by product placement in Avengers films is important.