Product displacement is the Removing of trademarked products from Primarily visual media in order to Avoid the payment of licensing fees, if the trademark owner objects, or if the broadcaster would prefer not to publicize a product for free, if the owners-have not paid for it to be included in a program. [1]
Product displacement can also refer to brands / companies deliberately modifying their name or logo in an attempt to make a difference. This extra thinking time forces people to register the real brand. This method can be more effective than product placement. [2]
Method
Product displacement is usually achieved via digital pixelation, though, with the use of fake labels. This was called “greeking” [3] and the term is also used for the digital process as well. [1]
Types
There are two types of product displacements within the industry, which are identified as fictionalized and unbranded product displacements.
Fictionalized product displacement
Fictionalized product displacement is often used by directors or production staff to use a completely fictional brand and / or a product of a non-fictional product or brand. This is often done, so the viewers can make close correlation with an already existing non-fictional brand that they can use for a separate product altogether. Some of the Most Popular TV series over the past decade-have used this technology to allow Their viewers to Make That clear distinction Especially Shows Such As Scrubs Where The Protagonists are Often seen mingling at a coffee shop Known as “Coffee Bucks” which étroitement Resembles the logo, color and theme of a Starbucks . Other other TV shows such asMy name is also used as a technical candy bar by TitTat Candy, which closely resembles the Kat chocolate bar, offered by The Hershey Company. [4]
Unbranded product displacement
Unbranded product displacement is a branded product of a non-fictional company or a specific product advertisement, TV show, or movie. Within the scope of the product, there are two different ways that can be used to hide or a non-fictional product or brand. Either through “digital alternation” where the brand is pixelated, erased, and or hid digitally, or through physical removal of a brand, such as removing the logo of a car from its front grill. [5]
Other notable examples
Selon Danny Boyle , director of 2008 movie Slumdog Millionaire , the makers Had to resort to “product displacement” when companies Such As Mercedes refused to allow Their products to be used in non-flattering settings. They are shown in a slum setting. This forced the makers in post-production to remove logos digitally, costing “tens of thousands of pounds”. [6]
The practice of product displacement is one of the most commonly used non-sponsor companies. This accounts for the frequent appearance of pixel mosaics and blurring of logo T-shirts and other instances it shows Such As America’s Next Top Model , Survivor , and The Real World .
References
- ^ Jump up to:a b Digital Daily News
- Jump up^ Hungry Beast: Product DISplacement
- Jump up^ tvtropes.org
- Jump up^ http://www.murketing.com/journal/?p=3254
- Jump up^ http://gladyssantiago.wordpress.com/2009/04/16/product-displacements-explained-part-1/
- Jump up^ Timesonline
