A
Controversy Mindset
In the film industry, many producers and
directors are given the opportunity to incorporate a variety of ads that
sponsor unique and specific products pertaining to certain scenes within their
movies. This is often called “Product Placement.” American film director, Todd
Phillips, is known primarily for his 2009 comedy of the year, The Hangover, in which several products
were used to help enhance the key elements of particular scenes. Viewers across the nation are contemplating
their approval or disapproval of these product placements. Some viewers are
saying these ads are a great asset in enhancing the rhetorical devices of
ethos, pathos, and logos, while others are not so sure, leaving behind a sense
of hesitation and uncertainty.
The positive effects of product placement
can clearly promote both the film and the merchandise by increasing the number
of viewers and maximizing sales resulting in higher profits. In the movie, The Hangover, one of the films most iconic scenes takes place on
the rooftop of Caesars Palace in Las Vegas. Here, the so-called “Wolf-Pack”
consisting of the main characters (Alan, Stu, Doug, and Phil), who are making a
toast involving the alcoholic beverage Jägermeister that begins their epic
journey of a night they will quite literally never remember. The particular placement
of this product, in Las Vegas, on such a huge stage, conveys both a logical and
credible message that upholds the Las Vegas slogan, “What happens in Vegas,
Stays in Vegas”. It has been said that, “It's more realistic to use real
products rather than a generic one” (Smith, 1991). Incorporating a well-desired
brand such as Jägermeister, instead of a knock off alcoholic brand, clearly and
efficiently supports the prestigious resume that this alcoholic beverage represents,
capturing the audiences imagination in a positive way. The product placement of
Jägermeister sent my emotions running wild. Reminiscing about past experiences made
me feel a sense of excitement, and connection with the characters that comes
from sharing past experiences. As you
can see, there are many benefits to product placement that viewers can relate to
making the film a more interactive and realistic experience. 
On the other hand, there is the
controversy that product placement can negatively impact movies creating an
obvious sense of advertisement that appears to be over exaggerated and
obnoxious. One product that stuck out to
me throughout the movie was the heavy emphasis on Alan’s Dad’s Vintage Mercedes
Benz that appeared in a large majority of the scenes. Many references are made
concerning the condition and high-end value of the car, but the over
embellishment of how superior this car is to others, felt irrational. Mercedes Benz is one of the most well-known
and idolized brands in the automobile industry, but the repeated portrayal of
this particular car seemed to take away from the overall sense of the film. A
man by the name of J. Martin Smith spoke out concerning this issue in his
article Advertising Name Brand Props stating
that, “Most placements really flatter the product. In most films, the product appears like the
full moon, the label always facing the camera. That's not realistic; it's
anti-realistic”. Mr. Smith’s opinion on product placement is one that appears
to be plausible and should not go un-noticed. Also, many people tend to follow
the majorities opinion rather than truly stating their own beliefs in fear of being
rejected, so it’s refreshing to see an opposing view. Personally,
as a viewer, I am inclined to look at films as a whole instead of noticing
small attributes, such as product placement. Although, the more in-depth I
analyze these products in The Hangover,
the more I feel that making a product seem unrealistic can undermine a films
credibility and logical appeal.
All in all, product placement, if
implemented correctly, can improve the connection between the characters and
the audience improving the viewers experience.
Everyone in society is entitled to they’re own opinions, and I
personally believe that The Hangover laid
down a firm model for the film industry that accurately represents the positive
attributes, as well as the negative connotations that product placement can
have within a movie. Therefore, I rate this film a 4 out of 5 Slurpee’s and
would highly recommend it to anyone who loves controversy and is willing to
watch this movie with an open mind.
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