This weekend was to-be-sure a memorable one for thousands: everyone who is now a proud parent of an Apple iPad. Released on Saturday, the iPad is the latest and greatest in technology. Many waited anxiously for their advance-order iPads to arrive in the mail and doubtless they've been in admiration of it ever since. It serves the purpose of an iPod, computer, TV, Kindle, and game store (not to mention the countless apps you can download). A lot of people really, really wanted one - including the character Phil Dunphy on Modern Family.
Last week's episode of the hit TV series on ABC was, for all intents and purposes, a glorified commercial for the iPad. The plot centered on Phil Dunphy's longing to get an iPad for his birthday (I won't say any details so I don't spoil the episode). For those 30 minutes, the audience was entertained - while their thoughts were being geared toward how awesome the iPad is.
TV shows in general have become more and more known for using product placement (although in most cases it's not nearly as blatant as Modern Family's use of the iPad). An article from the Canadian Globe and Mail on April 6th addresses the fact that "like it or not, we’re entering a golden age of TV product placement." Along with Modern Family, the article lists several other popular shows that have used product placement recently: 30 Rock, Chuck, The Office, 24, and the Jay Leno Show. Product placement is a very effective means of advertising on TV in a time when TiVo and DVR give viewers the option to skip commercials (I myself watched this latest episode of Modern Family via TiVo). Because the TV industry needs money from advertisers in order to fund their programs, they've got to find a way to keep the advertisers happy (which, translated, means "keep the audience buying"). Hence, a switch in advertising tactics to a heavier emphasis on product placement.
In the case of the Modern Family episode, a potential problem arises: Steve Jobs, CEO of Apple, is also a large shareholder in Disney, the owner of ABC. So did he have something to do with the guest appearance of the iPad on one of the most-viewed shows on the network? Some people think that this kind of product placement - that is both instigated by and directly benefits an investor or producer - would be going too far. However, Steve Jobs apparently had nothing to do with it. According to the same article from Globe and Mail, the producers of Modern Family decided to include the iPad in the plot on their own.
Whatever the case, we can't deny the fact that advertising is turning over a new leaf. Where in the past there was more distinction between programming and advertising, there are fewer clear-cut lines today. Rather than having the show interrupted by separate intervals of commercials, the "commercials" are appearing mixed right in with the show. As the article from Globe and Mail puts it, "the lines separating art and commerce will only continue to blur as brand names increasingly pop up on your favourite shows." Clearly, then, advertising - just as much as anything else - is changing to fit with the times.
Good observations. I wonder of someone at Modern Family was trying to get a few brownie points with the Big Boss....hmmmm If I were Steve Jobs I would have been pleased.
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