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Things I Hate About TV: Extremely blatant product placement

Is it Days of our lives or Walgreen's of our livesA few days ago I happened to catch an episode of the NBC soap opera Days of our Lives that my wife was watching. Hey, don't look at me that way! My wife is a fan of the show. Oh, sure, I used to watch it during the Shane/Kimberly/ Patch/Kayla/Frankie/Jennifer heydays of the late 80's, but it doesn't do anything for me now. Really, I'm serious!

Anyway, the scene I walked in on was one between Chelsea Brady and Nick Fallon (I got those names from my wife, I swear!). It seemed that Chelsea was depressed about one thing or another and Nick had the solution to cheer her up. They went to a nearby computer, where Nick began to pull up pictures, on the Wallgreens photo site, of the couple during happier times. When Chelsea asked how he did this (because she is obviously technically non-savvy) Nick responded that he just uploaded the pictures to the Walgreens.com and, I believe, he added some end tagline like 'It's just so simple.'

Holy. Freakin. Crap.

I realize that product placement in television shows has been around for years now. I also know how blatant it can be, especially in reality shows like America's Next Top Model, American Idol, or Survivor. However, this was so extremely blatant that it shocked me like a dip in the Atlantic Ocean during New Year's Day. I mean, the scene was so short and the tagline was so prevalent that it felt like a commercial was embedded right into the episode. I was surprised no one came on after that with a voice-over extolling the greatness of the drug-store chain once Chelsea and Nick began snogging.

I understand that product placement within television shows is here to stay. However, if it is going to be a part of scripted programs, then writers need to find a way to integrate it into their plots a bit better (after the writers' strike ends, that is). 30 Rock should be used as an example. While they have had some pretty blatant product placement this season, it has been incorporated in such as way as to be funny and part of the plot rather than be jarring and senseless. Another good example to learn from is the movie The Truman Show. In that fictional television show, which chronicled the life of Truman Burbank -- a man who didn't know he was the subject of a reality soap opera, product placement was utilized right in the middle of a scene. Sure, it was blatant, but it didn't stop the scene from playing out.

This is what the writers of DOOL, or any other scripted show, should think about the next time they put an embedded advertisement into their program that totally stops the action. The more they do that the less viewers they will have, since they will turn to other forms of entertainment that don't push their wares so harshly.

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