Page 12 - Speaking_Expert_Business_Economy

Point 제품이 많은 사람들의 입에 오르내리고 성공을 거두기 위해서는 대중에게 얼
3 Placement (PPL) 자연스럽게 사람들에게 자사의 제품을 인식시킬 수 있어요.

UNIT Product 마나 노출되느냐가 관건이죠. 영화나 TV 프로그램 안의 제품은 기업을 드러내지 않고

영화와 광고의 결합, PPL Part 1 Part 2

Topic Discussion General Discussion
Advertisement
Read & Discuss 1. What does PPL stand for? What doest it 1. What kinds of advertisements are

there? And which kind do you think is
mean?
“I hope he sent me a message.” She sits down at her computer and
opens her AOL email account. She checks her mail and smiles. This is a scene most effective?
from the romantic comedy You’ve Got Mail. In this movie, the AOL Internet site is
shown repeatedly. This kind of advertising in movies or television shows is called
“product placement (PPL) ” Companies consider product placement an excellent form
.

of advertising for two main reasons. 2. What are two reasons for company’s 2. What influences you most in your
using PPL? choice when you buy products?
First of all, it allows a company to advertise in a subtle way. You may not even notice
that you are watching product placement. For instance, in Cast Away, Tom Hanks
plays a FedEx employee. Throughout the movie, FedEx boxes are shown everywhere.
However, it doesn’t bother viewers, who accept that FedEx is a part of the story.
Starbucks coffee cups and signs have also become common in movies. In fact, few of 3. What do you think about PPL? Do you 3. Have you ever been misled or

us even think of PPL as advertising anymore. think it is good or bad? Why? deceived by false and exaggerated
Second, companies can use product placement to increase their sales among people advertisements? How do you feel about
those kinds of ads?
who want to imitate the stars or characters in the movies. This is because people
naturally watch movies in which their favorite stars appear. For example, in Men in
Black, the popular actor Will Smith looks very cool in his Ray Ban sunglasses. The
management at Ray Ban sunglasses guessed that the kind of people who watched

Men in Black might want to look like Will Smith. They guessed correctly. Sales for Ray 4. From the story, what made sales for 4. Suppose that you’re selling pencils.
Ban sunglasses tripled after Men in Black was released. Ray Ban sunglasses triple? What would be the best low cost
marketing strategy?
Now is a time when watching movies and TV has become more than just
entertainment. Entertainment and advertising have become one through PPL. You
can still relax and enjoy the movie. But if you suddenly crave a Starbucks coffee, you’ll
know why!

20 Speaking EX Business & Economy 21

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