You really do not notice
these types of things upon casually watching the movie, but when you
take a closer look, there is an example in almost every scene. For
example, when Peter and Michael are sitting in Peter's living room
talking about the computer virus they plan to use they are both
drinking a beer. No matter which camera angle they use for this scene
the label of the “Dos Equis” beer is facing directly towards the
camera. Almost as if the beer is rotating in their hands from clip to
clip. It is just enough to catch the eye, and using a logical appeal,
or logos, the director puts the thought of a cold beer in your head.
This could be a benefitting way for Dos Equis to advertise,
especially since this movie really targets a post-college working
crowd. Another obvious example of product placement is in a scene
where Peter and Joanna are riding in a car. Joanna is holding a cup
that has “Pepsi” label all over it. Pepsi is notorious for using
obvious product placement in movies, and sometimes it can seem like
they're using cheap tactics to advertise. There is one part of the
movie that uses an implied product placement that really stands out.
Joanna works at a restaurant called “Chotchkie's” which is an
obvious rip off of popular restaurant chains like T.G.I. Friday's or
Chili's. The inside dining area and even the uniforms that the
employees wear look similar to these chains. Unfortunately the movie
sheds a very bad light on these types of establishments by repeatedly
making fun of the uniforms and annoying waiters. This can really be
seen as bad advertising using a logical argument that shows how
ridiculous these places actually are. This kind of image can really
deter customers from dining at places like this in the future. Other
products are showed throughout the movie like “Swingline”
staplers and other beers like “Miller Lite” and “Heineken”
and I think that all of these products and aspects of the movie
really speak to a certain demographic.
Those who have recently
graduated from college and are looking for jobs, or might be stuck in
a cubicle job all day would easily identify and relate to these
products. Almost all of the products shown in the movie are very
subtle and do not really inhibit the viewing experience, so I give
the product placements in this movie four out of five slurpees.
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