Propaganda or Persuasion: Product Placement

In the world of advertising, the over-arching goal is to "...support existing opinions, change attitudes, and cause actions by those who use their output" (72).  Nowadays, as with everything else, people are multitasking.  We aren't simply glued to the TV; we have our laptops open with Facebook ready to steal our attention.  When a commercial break comes on, we are no longer obliged to sit and watch the commercial.  Companies are sneaking more and more product placement into the entertainment itself, so that we are forced to watch it and can't simply navigate away.  This makes for more effective advertising and more messages to unsuspecting consumers associating a good life with a brand of computer or beer, and more importantly, the message that you are what you buy.   Although the implications of this may seem grave - what it means is that we don't necessarily know we are being advertised to; however, this is also smart advertising.  

Product placement has been criticized as being too stealthy (the propaganda argument), a form of advertising we are unprepared to process.  We allow companies to get inside our minds and seamlessly integrate their products into our entertainment, forcing us to associate our favorite characters, artists, and idols with their product.  Product placement is a particularly prevalent issue for parents attempting to protect children from negative affects of advertising.  In the United Kingdom, there are even plans for legislation prohibiting the placement of junk food, gambling, alcohol, baby formula, tobacco, and over the counter medicine.

The difference between these two opposing view points (one positive, one negative) seems completely subjective.  A positive or negative standpoint depends on the social definition of the "persuasion" and "propaganda" in the context of each advertisement and in the mind of each viewer.  So what is the difference between the persuasion and propaganda besides the social acceptability?  There really is none.  Propaganda/Persuasion is a smart business strategy.  Accordingly, successful brand marketers do not fear change; they discover innovative ideas and learn how to use them to their advantage.  In the twenty-first century, we are always "plugged in".  Product placement is the smart way to sell a product.  It is a persuasive method of selling a product and should be viewed simply as such.  As Diana Kendall stated in her article "Framing Class, Vicarious Living, and Conspicuous Consumption": "Consumerism is a normal part of life" (338).  To survive the transforming environment, marketers must ask "How?" How can this new concept help me? How can I use this trend to my advantage?