Blog Post 2- Product Placement in Rap Videos: Positive or Negative Effects?

The article I chose, "Does 'Passing the Courvoisier' Always Pay off? Positive and Negative Evaluative Conditioning Effects of Brand Placements in Music Videos" tries to explain that when a brand is paired with actors in a rap music video with a negative image, it may be questionable whether favorable brand attitudes can result. Rap videos are said to have some of the most product placement of all music videos.  They are also seen to be violent with the use of strong weapons and sexual violence.  When a brand is associated with these types of scenarios, it is more than likely to have a negative effect. The article states how some of the products were even used during the most violent scenes in the video. For example, sunglasses, telephones and cars were used.  The article used a study to find out the circumstances where product placement in rap videos would be considered positive and negative. 60% of the violence shown in music videos was against people. The study found that if a person was attached to the celebrity using the product, they would think positively of the brand.  Otherwise, when a person saw the product in the video during scenes of violence, there was a strong negative connotation. If a person even had an unfavorable view of rap, they immediately had a negative attitude towards the brand.

          The rise of brands in television programming has been present a lot in recent times. Especially in rap videos, actors frequently depict brands and products. Given that in rap videos brands are paired with liked as well as disliked actors, there is a high potential for positive and negative conditioning effects. I believe that advertisers need to be careful about where exactly they show their brand.  Product placement can easily have a negative effect.  When a likable celebrity is shown drinking a certain beverage, it is easy for fans to also want to drink the same thing.  People want to be like the celebrities in a way.  The product all of a sudden becomes "cool" when it is seem drinking by a celebrity of high stature. This is why they are added into many commercials on television and are paid quite a lot of money to do so.  Advertisers begin to think, "Why use a any old person when we can get a popular celebrity?" I believe they can have a positive effect on the brand unless they are disliked by people watching. It is a chance that advertisers take.  The article states that there is a positive effect when the rapper has a favorable image.  If the rapper is seen as being respectable and does not use controversial elements in his or her video, it is perfectly normal to have a positive association with the specific brand. Advertisers could use this article to prove that when their products are placed in a negative situation, people will think less highly of the brand. Since rap videos are often seen as being so controversial in general, a brand adding their product will most likely end up not working well.  Brands choose to have their products advertised during non-controversial and simple times.  For example, many brand like their ads to be aired during a show like "Everybody Loves Raymond."  This way, their brand is seen in a positive way because it is surrounded by funny moments, not highly stressful ones. If a criminal is shown using a product, people will immediately link it as being a bad thing. When a product is placed around positive scenarios, it will reflect well on the brand. I would say that advertisers should stick to adding their products into less controversial videos and into more acceptable circumstances.  I remember when a brand sticks out negatively to me just as much as a positive one. Another circumstance where the placement may have a negative effect is when the rapper is paid to represent a brand, then is seen using a different one in real life. For example, if a rapper was in a Reebok commercial and seen sporting Nike shoes instead, viewers would see that he was only in the commercial for the paycheck.  Product placement in any music video works to bring brand awareness.  If an advertiser is just looking to get their brand out there, regardless of the positive or negative effects, then product placement is useful.

• Schemer, Christian, Werner Wirth, and Samuel Texor. “Does ‘Passing the Courvoisier’ Always Pay Off? Positive and Negative Evaluative Conditioning Effects of Brand Placements in Music Videos.” University of Zurich, Switzerland.