영화 속 PPL(Product PLacement)의 효과적인 활용방안 연구 (A Study on Effective Applications of Product Placement(PPL) in Films)

서지정보

· 발행기관 : 한국영화학회
· 수록지 정보 : 영화연구 / 54호 / 437 ~ 467페이지
· 저자명 : 진승현

초록

Product Placement(hereinafter, PPL)refers to an indirect advertisement which induces viewers to feel familiarity by placing specific brands, services, and goods in image contents and by drumming them into viewers and making viewers aware of specific goods and brands. PPL makes it possible for a business to make publicity at less cost, and for a film company can use high-priced props while expropriating production expenses, so recently, a lot of corporations and film companies are paying great attention to PPL. On top of that, it's possible to get much bigger effects by conducting various promotions and events, and in case of a film company which makes a movie by casting top stars, they could amplify viewers' interest taking advantage of the highly-sought movie stars. However, in case their movies fail to make box-office hits and even if they succeed to make it, there exists potentially slim likelihood of getting the effect of sales increase, so PPL is being used only as an ancillary role in ads as yet.
Besides, it was not long ago that PPL started get attention from the public in the nation, so it's rare to find a corporation which has a broad knowledge of PPL, and movie directors or staff lack their ability to direct PPL well fit for a work yet.
There still exists an unfamiliar part of PPL in the eyes of viewers as yet, but with the revision of the Media Act, lots of audiences began to have interest in it.
Thus, in case an excessive or unnatural PPL is directed, it might cause audiences to feel a sense of repulsion. Moreover, such an unnatural direction due to PPL could be an impediment to the artistic value of a movie. On the contrary, there are some merits of getting support of movie-making expenses and the biggest merit is that movie makers can heighten audiences' concentration by promoting reality of a movie by placing props that exist in our living.
General patterns of PPL is divided into on-set placement and creative placement.
The creative placement adopts the form in which a brand or product is accidentally reflected or appears subtly through a simple exposure. In contrast, on-set placement adopts a repetitious exposure in which props are directed naturally in movie scenes.
Like this, through the placement of products, PPL is carried out, and the PPL through the movie actors and actresses appearing in the move is getting attention.
This is a different concept of an advertising model; an advertising model is the concept of endorsing products or services by making a contract with a corporate sponsor independently whereas in PPL, an actor or actress is just using or referring to a brand or product while being faithful to his/her role. However, PPL is using an actor or actress, which not only contributes to enhance the brand or product awareness through audiences' eyes on them but also improves the image of a brand or product according to the image of an actor or actress.
As an actor's attractiveness is higher, it becomes more persuasive and reduces a sense of repulsion of audiences who are in contact with PPL. The attractiveness of an actoris determined by the three factors, such as familiarity which expedites audiences' intimacy by making audiences like or feel attracted to an actor with the intimacy felt for an actor by audiences, similarity which improves reliability in a person who is similar to an audience himself- a phenomenon of the feeling that an actor is similar to themselves, and lastly, likability that engenders an imitation psychology through being persuaded when themselves come to feel attracted to an actor whom they like. The more familiar an actor of high attractiveness become to the audiences exposed to PPL, and the more similarities are discovered, and the higher the likability is, the audiences are persuaded more and the effect of a message become much wider.
It's necessary to arrange the expression strategy rather than unnaturally directing PPL in the movie. Also, it's necessary to get audiences, who are concentrating on the movie screen, to pay attention to PPL, and stimulate purchasing desires by arousing interest by smartly placing the relevant product in the scenario, using the US R.Hole-proposed psychological stages of advertising effects- 'AIDMA(Attention, Interest, Desire, Memory, Action).' In addition, it's also necessary to arouse purchasing behavior by getting audiences to memorize the relevant product through its smart placement in an important scene as important props. At present, Korean films are enjoying its glory days, and by virtue of the director, Kim, Ki-deok who won the top prize of the Venice Film Festival-the Golden Lion this year, overseas export market will be gradually expanding. Insofar as PPL is an indirect advertisement through a movie, this paper forecasts that PPL will serve as a foundation of global corporation which is spreading throughout the world.

영어초록

Product Placement(hereinafter, PPL)refers to an indirect advertisement which induces viewers to feel familiarity by placing specific brands, services, and goods in image contents and by drumming them into viewers and making viewers aware of specific goods and brands. PPL makes it possible for a business to make publicity at less cost, and for a film company can use high-priced props while expropriating production expenses, so recently, a lot of corporations and film companies are paying great attention to PPL. On top of that, it's possible to get much bigger effects by conducting various promotions and events, and in case of a film company which makes a movie by casting top stars, they could amplify viewers' interest taking advantage of the highly-sought movie stars. However, in case their movies fail to make box-office hits and even if they succeed to make it, there exists potentially slim likelihood of getting the effect of sales increase, so PPL is being used only as an ancillary role in ads as yet.
Besides, it was not long ago that PPL started get attention from the public in the nation, so it's rare to find a corporation which has a broad knowledge of PPL, and movie directors or staff lack their ability to direct PPL well fit for a work yet.
There still exists an unfamiliar part of PPL in the eyes of viewers as yet, but with the revision of the Media Act, lots of audiences began to have interest in it.
Thus, in case an excessive or unnatural PPL is directed, it might cause audiences to feel a sense of repulsion. Moreover, such an unnatural direction due to PPL could be an impediment to the artistic value of a movie. On the contrary, there are some merits of getting support of movie-making expenses and the biggest merit is that movie makers can heighten audiences' concentration by promoting reality of a movie by placing props that exist in our living.
General patterns of PPL is divided into on-set placement and creative placement.
The creative placement adopts the form in which a brand or product is accidentally reflected or appears subtly through a simple exposure. In contrast, on-set placement adopts a repetitious exposure in which props are directed naturally in movie scenes.
Like this, through the placement of products, PPL is carried out, and the PPL through the movie actors and actresses appearing in the move is getting attention.
This is a different concept of an advertising model; an advertising model is the concept of endorsing products or services by making a contract with a corporate sponsor independently whereas in PPL, an actor or actress is just using or referring to a brand or product while being faithful to his/her role. However, PPL is using an actor or actress, which not only contributes to enhance the brand or product awareness through audiences' eyes on them but also improves the image of a brand or product according to the image of an actor or actress.
As an actor's attractiveness is higher, it becomes more persuasive and reduces a sense of repulsion of audiences who are in contact with PPL. The attractiveness of an actoris determined by the three factors, such as familiarity which expedites audiences' intimacy by making audiences like or feel attracted to an actor with the intimacy felt for an actor by audiences, similarity which improves reliability in a person who is similar to an audience himself- a phenomenon of the feeling that an actor is similar to themselves, and lastly, likability that engenders an imitation psychology through being persuaded when themselves come to feel attracted to an actor whom they like. The more familiar an actor of high attractiveness become to the audiences exposed to PPL, and the more similarities are discovered, and the higher the likability is, the audiences are persuaded more and the effect of a message become much wider.
It's necessary to arrange the expression strategy rather than unnaturally directing PPL in the movie. Also, it's necessary to get audiences, who are concentrating on the movie screen, to pay attention to PPL, and stimulate purchasing desires by arousing interest by smartly placing the relevant product in the scenario, using the US R.Hole-proposed psychological stages of advertising effects- 'AIDMA(Attention, Interest, Desire, Memory, Action).' In addition, it's also necessary to arouse purchasing behavior by getting audiences to memorize the relevant product through its smart placement in an important scene as important props. At present, Korean films are enjoying its glory days, and by virtue of the director, Kim, Ki-deok who won the top prize of the Venice Film Festival-the Golden Lion this year, overseas export market will be gradually expanding. Insofar as PPL is an indirect advertisement through a movie, this paper forecasts that PPL will serve as a foundation of global corporation which is spreading throughout the world.

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