Step
Brothers is a slapstick comedy directed by Adam McKay that features a vast amount of product
placement. Product placement is used in film to help advertise
products, and make the producer of the film profitable. Step Brothers stars
Will Ferrell and John C. Reilly. Step
Brothers is crawling with product
placement. The beginning scene opens with
Will Ferrell’s character Brennan, making nachos with Doritos chips. Although the viewer cannot see the brand on
the bag it is implied because of the way the chips look. Both actors are seen during the film wearing
t-shirts advertising for various products.
While watching this movie,
I took note of all the products strategically placed throughout the film. Characters in the film are seen drinking
Heineken beer, wearing Polo Ralph Lauren shirts, and driving Land Rovers. At one point Will Ferrell even says, “I want
to drive a Range Rover!” Many products
were presented in the film, but the two that showed up more frequently were
Mountain Dew and Pepsi. The characters
in the movie are seen holding Pepsi cans and drinking Pepsi multiple times. Mountain Dew is seen in the fridge and on the
characters t-shirts. Although these two brands were seen an equal amount of time
throughout the movie, Mountain Dew did a more efficient job of getting their
brand noticed. Not only did Mountain Dew
have their product in the film, but they also had a shirt with their logo
spread across the front. Even though Mountain
Dew may have been shown more, Pepsi and Mountain Dew are part of PepsiCo, so
the company still wins in the end. In
fact a lot of the products shown in Step
Brothers were products of PepsiCo; Doritos, Diet Pepsi, Mountain Dew, and tropicana. “Andrew Giangola, a spokesman for Pepsico
Inc., which probably does more film product placements than any other company:
"With the average production cost of a movie now (more than) $ 26 million,
anything that helps hold down ticket prices is valuable.” (Martin J. Smith 2).
In Step Brothers, the product placement or sponsorship includes
arguments of ethos, pathos, and logos. Product
placement or sponsorship affects the viewer consciously and subconsciously with
the products that are presented in the film.
The characters in this
film are seen drinking Pepsi and having a good time. This is an emotional appeal or an appeal to
pathos. This also looks good for Pepsi
because it implies that if you drink Pepsi you will have a good time, this is
an appeal to pathos as well. Logically
if the viewer wants to be like the characters in the film they will use the
products seen in the film. The companies want their products in films because if viewers
see a product being endorsed in films, it makes them want to buy this product;
this is an argument of logos. “Now consider the controversial
film-industry practice called "product placement," in which a
movie-goer who has paid $ 6 or more for a ticket often is given similar, if
more subtle, pitches.
Look at that! James Bond smokes Lark cigarettes! The Teenage Mutant Ninja Turtles eat Domino's
pizza! Spike Lee doesn't just make
commercials for Nike. He actually wears
them in his movies!” (Martin J. Smith
1). The
producer most likely chose Pepsi and Mountain Dew to be used throughout the
movie because they offered the most money, and they are widely known products. By using products that are well known to the
public, the audience relates to the film and its characters; this is an
argument of credibility or ethos.
Product placement
makes the film appear more life like. Product
placement is a great way to advertise and it does not require the company to
create an ad campaign. “The big defense that marketing people use
is that it's more realistic to use real products rather than a generic package”
(Martin J. Smith 2). Product
placement is very obvious in this film as opposed to some films that have a
more subtle approach. Step Brothers is from the producers who
also created Talladega Nights: The Ballad
of Ricky Bobby. Like Step Brothers, Talladega Nights also featured
a large amount of product placement. The
product placement of Step Brothers
was very effective. I think sponsors
were able to show off their products with ample airtime. I think that showing too many product brands
at one time can be overwhelming and can distract from the film. This is a comedy, so the product placement
seemed to be intentional. I would rate
the product placement of the film Step
Brothers four out of five slurpees, because it was repetitive at times in
the film.
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