Product Placemente's strategy consists of inserting a product into an audiovisual content, with the aim of making the imagery surrounding the brand natural and everyday.
In this way, Product Placement concerns the methodological care in inserting a product in entertainment content, such as a movie, without necessarily revealing it as an advertising strategy. The products, in the case of Product Placement, or the brands, in the case of Brand Placement, although placed subtly, as parts of the natural and everyday setting of the narratives, work precisely because of their dissuasive and unconscious nature.
The discursive force of such a strategy is built through the transfer of values. The character's character, the spoken text, the moment of the plot, the strength of the communication channel, the colors, the intonation and a series of elements must converge, for the guiding principles of the brands.
For a long time, television merchandising was concerned with highlighting the advertising brand. It needed to be visible, demonstrated and even mentioned verbally, in order to draw attention, arouse interest and result in memories for viewers. Over time, advertising studies advanced to the point of understanding that language, consumption and the meanings attributed to objects have a much deeper relationship with unconscious factors than with the objective aspects of the product.