What About Creeping Commercialism?

I've rarely seen this topic kicked around. The commercial plugs have always been there but are becoming more blatant. Notice whenever someone unpacks a grocery bag or takes something out for a snack, the package is conveniently positioned to make the product name totally visible to the camera. OK, we know this goes on, the product manufacturers pay for this. But last Thursday's episode took this to new heights (actually, depths, IMHO): first, at the newsstand where Elaine meets the "no children" guy, there is a shot of the newsstand where the shelf above the newspapers contains lots of candy, etc., all conveniently obliterated as to product name, except there is pure clarity is the yellow box of M&M's, standing out on its own. This is CRASS. Of course, the plug later on when Jerry tells George he should be represented by the M&M figure is accompanied by a perfect camera shot on the figure that lasts a bit long. If you have the episode on tape, you can check this out. The attempt is always there to push this stuff as much as possible without seeming obvious, but this time, as Kramer would say, OH IT WAS OBVIOUS.

I'm only pointing this out because I think it cheapens the look of the show. I can't imagine the money makes that much of a difference.

There have been a lot of products plugged on the show, often as an integral part of the plot such as

Bosco, Yoo Hoo, Drake's coffee cake, Snapple, Calvin Klein underwear, Pex, Chunky, TV Guide etc.

I agree that there is a sizable amount of blatant commercialism, but I always thought that most of the products used on the show were actual items that the actors, writers or both actually used/ate or just plain liked!! I am sure that they get some money for advertisement, but surely this is not a driving force for most shows and sub-plots.

I agree that using a power-ranger and a M&M Doll in George's mock-shoe box display was a little much, but consider this...taking George and Jerry's characters, would they not be the exact kind of guys to have such items? I would think that they eat at fast food restaurants (even if we see them at Monk's all the time:) If you can agree with that, we all know that these fast food restaurants give free dolls and toys away, somthing that would attract both characters. (After all Jerry watches Tiny Toons etc.) This may be where they get thier toys, and as such, George has some action figures laying around to make his shoe-box.

Also, and perhaps the thought that makes my point the best is, sometimes these food or toy commercial items are essential to the show! Take the Jr. Mint for example. Sure they could have chosen any small candy for the plot, but they chose the Jr. Mint. Of course there is a possibility of commercialism here, I am not going to deny it. But if they had chosen a ju-ju bee or a gummy bear, the whole story would be differnet! They had to choose a lovable familiar candy that would reflect the age of the characters (having eaten it as kids to love it so much) and what could be written into the show for humor. A junior mint, Jerry. Its cool, refreshing.

What are your thoughts on this?

Dooley wrote in article ...

........<snip>...........

sometimes these food or

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into the show for

products at times. However, it is apparent from the subtle way many products are displayed that these are plugs. Notice how certain packages or cans have their product name totally facing the camera, or how the camera spends an extra second on the item, or gives it more space in the frame. These are subtle commercials. I'm willing to bet the manufacturers are paying plenty for this advertising, and it's not limited to this show. Now I recognize this is commercial TV, of course, but I think this stuff starts to cross the artistic line, which I always respected on this show. Don't get me wrong--it's not a big deal, but it seems unnecessary.

..snip...

I've often had the feeling that they are making fun of commercials (Jr. Mints, Snapple). In the Jr. Mint episode, the plug for the product is Much Too Obvious, making me wonder if it really was a paid advertisement, or just their way of making fun of paid advertisments.

What other products have they used?

eddie

I don't mind it in Seinfeld at all. Usually they do a pretty good job integrating the products into the story line. Actually, the yellow m&m in the shoebox is the only scene that made me laugh out loud in that episode.

-Hongwei

The worst case of this, I think, was early last season, when Elaine totes a six-pack of Bud over her shoulder, rips one off and gulps it down in Jerry's apartment.

Budweisr? Hard to swallow. I always pictured her as an Amstel Light (or Hennican's scotch). Maybe she was so distraught by George's engagement that she didn't care.

Greg