Movies May Carry a Hidden Pitch.

• Position: Product placement in motion pictures - Brief Article

Moviegoers may leave the theater with something more than a few smiles and a plot line to rehash. According to Richard Heslin, professor of psychology, Purdue University, West Lafayette, Ind., advertising by product placement on the big screen is hotter than ever and can influence consumers without them even realizing it.

"When we watch a movie or something on television, our defenses are down and we become more receptive to the messages that are coming at us," he indicates. "So this type of product placement is both a very effective `niche' advertising tool and a bit unnerving at the same time."

Heslin says product placement in movies and television programs is particularly effective at increasing the overall awareness of a product, especially within the audience targeted by the filmmakers. Advertisers agree to pay big bucks because they know it's a great way to "soft sell."

"Certain brands of food or clothing used in major motion pictures, or power...