Product Advertisements in TV Dramas Go Subtle

View The Article
(Reference: The Korea Times/By Jane HanStaff Reporter /05-29-2008)
Summary
BMW sedan and Infiniti coupe sale have increased because they have attracted customer’s attention through television drama. Nowadays, however, that kind of advertisements not only includes luxury goods like car but also is focusing on other small goods. In recently ended drama “On Air,” the main actor used espresso coffee machine. Since it exposures on TV frequently, the coffee machine sales jumped about 20 percent. And Daewoo Lucoms’ computer products have also increased their sale through TV drama. Among PPL advertisement, mobile phone is the most popular item. In 2004, Pantench & Curitel mobile phone sold their products more than 50,000 sets a month through SBS drama “Lovers in Pairs” And then their competitor such as LG and Samsung have used PPL like P&C. According to this article, television shows and dramas get about 40 percent of their production costs through PPL advertisement.
My Opinion
Nowadays, we live around lots of advertisement’s exposures. There are not only direct advertisements through TV and newspaper, but also indirect advertisement like PPL - we have seen in this article. Actually I am interested in automobile, but since I saw BMW car on TV drama “All in” as PPL, I like BMW sedan. And Samsung showed their products on the movie “Spider man” and “Matrix” Therefore, I think that they could enhance their value of brand.
I think PPL is Win-Win strategy because it is good for producer and advertiser. Producers are be able to make better quality film or drama through that kind of investment, and advertiser can inform their products directly or indirectly. Therefore, they can get many positive effects for their products through attractive characters on TV or a movie. However, indiscreet PPL advertisements lead to negative effects for their goods and programs. Many people blamed the movie which Jun ji hyeon appeared because they showed too many products. Therefore, I think PPL has pros and cons but if customers recognize that PPL is direct advertisement due to a rash use, PPL’s merit will be offset and it will be returned as drawback.

#20400251 Entry #13