https://doi.org/10.31648/cetl.2290
Product placement is an example of a popular form of advertising characteristic for the
Polish TV shows. Film and TV writers in Poland are keen on using this method also in TV shows.
As product placement has got a strong influence on the audience, the viewers perceive the film
reality as the reflection of real life. TV series fiction in turn influences the consumerist preferences
of the adresses. The strategy of product placement in the Polish TV series, however, still leaves
much to be desired as directors find it difficult to apply the method to suitable scenes in a subtle
way. It happens that the product being placed remains onscreen for too long, the number of the
products per single episode is too high and the dialogues aimed at highlighting the advantages of
given products seem too artificial. All those actions have a negative result on the final decision of
the viewers on whether to buy the advertised goods or not.
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