In
1992, comedy geniuses Dana Carvey and Mike Meyers starred in a Movie called Wayne’s World. This movie is about two
mid 20s slackers who run a TV show in their basement who love Rock n’ Roll
music, partying, and goofing around. In one specific scene, Wayne’s world openly
and comically advertises for Pizza Hut, Pepsi, Reebok, Nuprin, and Doritos all
in a span of less than a minute. The way Wayne and Garth (the main characters)
advertise for these companies is more different and unique in this film than any
other film I have ever seen. During this point in the plot of the movie, Wayne
and Garth are explaining that their show that they host will not “bow to any
sponsor.” As they are saying this, Wayne and Garth are directly acting out
commercial scenes from each of these corporations one after another.
The
placement of these products in this movie successfully benefits the movie and
the corporations. I do believe however, that it benefits the movie a bit more
than the corporations, which I will address later. From the film’s standpoint,
it makes the movie funnier. The irony that Wayne and Garth are saying they
don’t like product placement or advertising in their TV show while at the same
time openly advertising for other products is indeed hilarious. From the
corporations’ standpoint, they have the ultimate advertising opportunity to put
their product directly in the butt of a hilarious joke in a hit movie. In this
scene, the audience’s primary focus is at these products because they are so
openly part of the humor.
One argument that
the products advertised in this film use is related to pathos. The way these
companies portray their products appeal to the audience’s emotions in that
while they are viewing these products being shown and advertised, they may be laughing
or thinking it is funny. This may be the primary reason why these corporations
paid money to be in this specific movie. When the audience sees, thinks, or
uses any of these products, they may think back and emotionally relate to the
products with this funny scene in this funny movie. In Everythings An Argument,
Lunsford and Ruszkiewicz state that “humor can play a role in getting an
audience to listen to you” (59). At the same time, however, you could say that
this emotional appeal could negatively affect the corporations’ purpose of
advertising their products. Since Wayne is stating how distasteful it is to
overly advertise products in film while actually overly advertising at the same
time, one could relate this ironic humor to how negative film advertising is.
Someone who would agree with the main characters that advertising ruins the
essence of a film may then think negatively about these corporations after the
movie.
One likely reason these
corporations chose to advertise in this movie is to appeal to a youthful
audience. Since Wayne’s World
includes so many youthful elements, it is logical for corporations like Pizza
Hut, Pepsi, Doritos and Reebok to advertise in this film. This is an example of
how these corporations use logos to advertise their products. Both the film and
the corporations have the same target audience, so it is logical to combine the
two to create laughter for the film and acquire customers for the corporations.
The way that Wayne and Garth are used to advertise these products is very
similar to the corporations’ marketing campaign. Pizza Hut, for example,
typically advertises in the entertainment industry appealing to a young audience
who likes to watch TV. Pizza Hut has advertised frequently in typical American
pastimes such as the super bowl and other sporting events. Pizza, chips, and
soft drinks are pretty youthful, American, and casual, and even somewhat “lazy”
food items. Having two lazy typical American young guys who love watching TV and
joking around are the perfect spokesmen for these products. “Brand-name products and logos
realistically reflect the landscape of everyday American life” (Smith 2).
An ethos appeal is
also utilized in these corporations’ argument for their product use. What all
of these products advertised have in common is they are all owned by big
corporations with commonly used household names. Reebok, for example, is likely
to be one of the first companies that one may think of when relating to sports
clothing or sneakers. These big recognizable corporations already have a
significant amount of credibility and popularity, and when they are put into a
blockbuster classic film, it re-iterates their success and ability to
advertise. The way that these powerhouse consumer companies can advertise their
products in such an oddball way says something about their marketing technique;
it is diverse, unique, and they do a good job of showing their product
everywhere that they can, even in a funny movie. Some viewers may find the fact
that these corporations can literally advertise anywhere concerning and taken a
bit too far. Since this movie is very goofy and a bit too far in some other
areas in the plot line anyway, this audience that could react negatively to the
advertisements may consist of just a small population… still a bit risky
though.
If
you look up most famous product placements of all time on the Internet, Wayne’s World is always in the list. The
creators of this film truly went outside the confines of regularity to
advertise for these corporations and make a great joke at the same time. There
are some possible repercussions of this product placement as well. Some
consumers who think advertisement is obnoxious and overdone may be more
critical of the humor in this scene and may blame the corporations. This being
said, this blatant product placement was successful but risky at the same time.
Since this is such a popular film, it includes a large viewing audience meaning
all different types of people. The product placement in this film was funny,
relevant and creative, however the risk involved makes me think it deserves 4
slurpees.
Video Clip: https://www.youtube.com/watch?v=KjB6r-HDDI0
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