Have you ever watched a movie or television show and noticed a character using a phone or driving a car with the manufacturer’s logo clearly displayed’

If so, then you’re aware that many corporations and production studios are now utilizing product placement as an advertising tactic.

Product placement is the inclusion of commercial products in movies or television shows.

Examples of product placement can be displaying a product or its logo, or having a character say a product’s name. People like Juan Gutierrez, however, a senior finance major, say product placement gives movies the feeling of commercialization.

In fact, so many film producers in the early 1900s were in support of this view, they banned product placement in all forms, said Robert Miller, an NIU communication associate professor who specializes in film and broadcast history.

Film producers went as far as obscuring the brand name of cars present in their movies, or covering the brand name of ketchup a character put on his food, Miller said.

This ended in 1951 with “The African Queen.” In this movie, Katharine Hepburn’s character tossed loads of Gordon’s Gin overboard. Since then, it has become common to see a film with product placement.

Linda Kervandjian, an assistant at Creative Entertainment Services, a product placement firm, said in the movie “40-Year-Old Virgin,” product placement was essential for the electronic store scenes.

Without Panasonic’s assistance, filming costs would have increased, forcing filmmakers to cut corners on other scenes, Kervandjian said.

Jesse Franchini, a junior accountancy major, has no objections to this type of product placement. He said that if product placement is done correctly, it gives the film a more realistic quality.

Franchini also said he would be troubled if it became too frequent.

Movie producers place products throughout their movie in exchange for commercial ads, said Igor Muravyov, an insider at Magnetic Alliance, a product placement firm.

Filmmakers get free products, services or advertising from a company, in return for placement of their product within the movie.

“Ask anyone in the movie industry. Advertising is king and you do whatever you have to do to get it,” Muravyov said.

While moviegoers realize product placement is sometimes a necessary means to achieve a better movie, they still have their reservations.

Ray Salvado, a junior accountancy major, said while movies have the right to air what they want, it takes away from the quality of the film.