Posted by: Dana Nicholson | May 15, 2011

Keeping Up with the Jonses: Product Placement in Hollywood

The film “The Joneses” is one of my new favorite movies.  It is all about product placement, but not the way you would expect.  The main characters, the Jones ‘family’ is strategically placed in wealthy suburban areas to sell products to their neighbors, but the neighbors have no idea that they are being sold to.  The film is all about selling the idea of the American Dream through products, and how those products inspire happiness.  Pretty sneaky, huh?

We spent a lot of time in class on Thursday talking about new forms of non-invasive marketing.  The film’s idea of stealth marketing is the ultimate form of product placement.  The Joneses literally change people’s lives to include new products.  Obviously it is a film so everything doesn’t end up happily for everyone, and the whole thing sends a really strong message about materialism and how far people will go to ‘keep up with the Joneses”.  I seriously suggest watching it mainly because it is entertaining, but also because it speaks volumes about our society.


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