For those who do not know, Product Placement is an advertising technique consisting of introducing a mark or product into a medium, mainly audiovisual, so that the public perceives it as part of the context. The cinema and television are plagued by this type of indirect advertising, and Apple has been for many years a secondary actor worthy of several oscars .
After going to the premiere of Transformers yesterday, I can’t help but spend more time elbowing my girlfriend every time an Apple product appears on screen than eating popcorn like an animal. The poor thing could denounce me for mistreatment and it is that except for a few military orders in the middle of the desert that are massacred for using HP equipment, all the rest of the civilized world is confessed machineries: the base of the good ones has like twenty 30 inch Cinema Displays (three per computer), the “best hacker in the world” is not satisfied with just having a MacBook Pro but also looks like a MacPro with a matching screen, and that’s not to mention the iPods of course . The only absence is that of the rumored Trasformer iPod, replaced at the last minute by a Nokia phone, although of course, it’s one of the bad guys.
Because, as a rule, the good guys always use a Mac, while the bad guys and the secondary guys have to settle for PCs with Windows XP. Hell, even Superman ( Smallvile ) has a Mac! Spike Lee’s brilliant Hidden Plan features scenes with up to three and four iPods in the shot, not to mention the full-screen video conferencing that Jodie Foster marks for herself using the now-defunct iSight on the must-have 30-inch Cinema Display. In the documentary An Inconvenient Truth , Al Gore appears several times preparing his presentation on climate change using Keynote, although of course, being part of Apple’s directive, it doesn’t have that much merit either. 24, The Office, CSI: NY, Las Vegas … all of which show Apple products up to 250 times in just four months (according to studies by Nielsen Media Research). Older ones such as Alias or John Doe do not escape either, although in these specific cases, the apple is covered by some suspicious sticker that partially prevents free advertising.
Despite this prolific career, it is not clear if behind the most evident cameos there are monetary agreements or if, on the contrary, it is one more consequence of the evident sex appeal with which Apple provides its products . The apple company has repeatedly denied having anything to do with it, limiting itself to boasting about how well they look on screen. Of course, they are right.
Thanks to Cristian Pascual for inspiring this article!