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Advertising is a hard term to define. Advertising is a broad view of the many different types there are. Advertising is just the main term, but there are smaller terms under it. In United States history, “advertising has responded to changing business demands, media technologies, and cultural contexts” (history matters). In the eighteenth century, many American colonists’ loved British imported products such as musical instruments, porcelain, and, furniture, but are worried about the freedom of manufactured and imported goods. It started with a film about an alien lost on Earth, to start the practice of product placement into the public awareness. In E.T. the Extra-Terrestrial, “the alien followed a trail of Hershey's Reese's Pieces to his new home. The movie was a hit, sales of Reese's Pieces increased dramatically, and to some the product placement industry was born (goliath). “Product placement in motion pictures is now valued at $1.2 billion annually, with television revenues exceeding $1.8 billion” (goliath). product placement did not come into play or use until the 1980s, so locating product placement in the media industry, such as films and tv, has to start with a quick look at terms that begun during the early start of movie marketing. Exploitation, tie-ups, and tie-ins. In the beginning, “ when motion pictures were promoted as part of various films locally and not as individual titles nationally, exploitation referred at any sort of publicity that might generate attendance” (goliath). Beginning around 1915, “as promotion for motion picture attendance began to focus on individual titles, the term exploitation became differentiated from both paid advertising and press relations to indicate promotional events, such as contests and giveaways” (goliath). With exploitation, the on-screen use of products was variously termed "publicity by motion picture" (goliath), "moving picture advertising."