Everywhere we turn, we are bombarded with advertisements. Billboards on the highway pull our attention off the road. Ads on the subways tempt us to spend money in ways we have never dreamed. There is serious power in advertisement, especially when it's used in our film and television mediums. Commercials are brought right into our own living rooms, reaching millions of people both consciously and subconsciously. Is that all bad though, or could there possible be some good in this scenario?
Acclaimed filmmaker Morgan Spurlock ( Super Size Me) addresses this question in a unique DVD wherein he dissects the world of marketing and advertising by creating a documentary completely funded by companies promoting products. As I watched the review copy of Pom Wonderful Presents: The Greatest Movie Ever Sold sent to me by Sony Pictures Home Entertainment, I realized I would never view product placement the same again.
Commercialism in our Media
If the idea of dissecting commercialism in media sounds boring to you, then think again. Spurlock has a knack for keeping things interesting. Using humor and sharp dialogue, he shows the viewer the inner-workings of the industry.
What does it take to get a company for a backers? Do you have to offer commercials? Do you have to put down their competitors? Do you have to wear logos on your clothing? What are the contracts like, and can you negotiate them? Spurlock covers all the angles.
The Physiological and Psychological Effects of Advertising
Spurlock also takes on the psychology of advertising. When you crave a particular product after seeing it in a film, what causes the hankering? Scientist do brain scans and show how certain parts of the brain are stimulated by the advertising, and Spurlock is the guinea pig in this test.
He also highlights a unique city that doesn't allow any advertising at all. As the camera pans the city, it blows the viewer's mind. Imagine a life without advertising. As one store owner points out in a candid interview, they now have to rely on quality products to catch the consumer's attention so their advertisement is word-of-mouth.
A Film Families Could Use to Promote Discussion
As a writer for Children's TV, this DVD begs the question: Is it appropriate for family viewing? Aside from some swearing, including the f-bomb, I would say it's not only appropriate, but important to watch as family viewing.
Because of the language and type of information presented, I would recommend it for tweens and older. As a family, you could discuss the pros and cons of product placement and analyze your own media with an informed mind.
- Actors: Morgan Spurlock, Ralph Nader
- Directors: Morgan Spurlock
- Subtitles: English, French, Spanish
- Rated: PG-13 (Parental Guidance Suggested)
- Studio: Sony Pictures Classics
- Run Time: 90 minutes
- Rating: 4/5
Christine Pollock - Christine Pollock loves to tell people that she watches TV for a living - a true fact that’s also appreciated by her ...
Join the Conversation