Product placement in the Ivorian film industry:
aesthetic issues, analysis of practices and proposal of a new approach
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Beyond entertainment, cinema is a real industry with its own requirements and a particular economic model. The elaboration of a film's budget requires skills that often go beyond the purely cinematographic sphere. Thus, although marginal in budgetary terms, filmic product placement is a new form of paid communication that is increasingly seducing film producers. Without being a panacea, film product placement is an important alternative source of financing for even the major film industries. Also, for its certain success, any product placement project must be conducted with great care. In Côt...
Beyond entertainment, cinema is a real industry with its own requirements and a particular economic model. The elaboration of a film's budget requires skills that often go beyond the purely cinematographic sphere. Thus, although marginal in budgetary terms, filmic product placement is a new form of paid communication that is increasingly seducing film producers. Without being a panacea, film product placement is an important alternative source of financing for even the major film industries. Also, for its certain success, any product placement project must be conducted with great care. In Côte d'Ivoire, filmmakers in perpetual search of financing, often insert products and brands in their film productions with sometimes specific modes of action and aesthetics. This work takes stock of the practice of product placement in the Ivorian cinematographic context and proposes a new approach for its effectiveness. We identify the products and brands in the Ivorian film creation and theirdiegetic functions.
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