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The Product-Placement Powerhouse

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While teenies may have been gawking over the undeniable hotness in the new saga addition “Breaking Dawn: Part 1”, companies were taking advantage of the series’ success. Since the on-screen inception of the first movie in the series “Twilight”, viewers have been exposed to blatant product placement to luxury brands such as Apple and Volvo. If you were too enthralled with the tumultuous love-triangle you may not have even noticed the deliberate strategy companies used (but how could you not?)

Apple: Remember when Bella has a hunch Edward isn’t just a manorexic, overly-intense teenage hottie? She does online research on a special, $1,000 computer…more specifically on an Apple Macbook. The scene almost screams “APPLE! APPLE! In case you didn’t notice before, you’ll surely observe the product placement now.


Luxury Automobiles
: Inanimate luxury cars such as Volvo and BMW are almost as big of stars as Edward and Bella themselves. Throughout the entire series the Cullen’s make almost model-esque arrivals in their over-the-top whips. Granted Meyers did specify in her books the Cullens funds were endless, car companies took advertising to a whole new level.

Fashion: It seems like on-screen weddings are the thing to do this year. And the saga of product placement continues in part one of “Breaking Dawn”. Although less obvious (or not to anyone who is primed to the process) the movie is now a power-house in showcasing fashion in addition to other big named brands. Bella wears a $35,000 gown designed by Carolina Herrera and Manolo Blahnik shoes priced at a cheap $1,295. Really though? 99% of viewers don’t have pocketbooks that deep. Not a smart move.

As an avid reader and secret Twilight fanatic, I’m a little disappointed with the way these movies have turned out. Although product placement is a smart and savvy advertising tool, blatant and over-the-top misuse might actually turn off viewers from buying featured products. I’m not buying a ticket to watch consistent (and distracting) advertising for expensive products. I’m there to watch a confused and chaotic love story.

A note to the producers of the Twilight saga: Give it a break…or at least market products we can afford.

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