Dell Deaton – Page 3 – Branding Bond™

September 22, 2009

“Media-within-media” buys

Almost a decade ago, Brand Strategy ran a piece by Phil James lamenting the diminishing impact of traditional media buys in the wake of emerging new channels.

Ironically, “James Bond” served as his illustration of how “media-within-media” could be successfully leveraged, in his article titled, “How to sell sports sponsorship,” February 18, 2000.

Product placement is a media-within-media spend. James Bond driving a BMW gives more airtime — and exciting airtime at that — to the product than a conventional ad.

September 20, 2009

Journal Sex Roles examination of Bond Girls

Citing research from the journal Sex Roles (May 28, 2009), PTI – The Press Trust of India Ltd. (June 8, 2009) provides the following rundown on Bond girls from the first 20 Eon Productions 007 films.

98 women were identified as having had “sexual contact” with James Bond
97 did not
27% were blond
40% had black hair
19% had brown hair
9% were readheads
“The 18 per cent of women who had long hair were more likely to end up in a sexual situation with 007 than the 22 per cent who had short hair.”
“Only a quarter of the women in the films had an American accent, but those that did were more likely to have a sexual relationship with the British spy than the 43 per cent who had a European accent.”

September 19, 2009

Are product placements akin to subliminal persuasion?

Perhaps some element of the vocal opposition to product placement in James Bond films is based in a fear that it subjects audiences to subconscious manipulation.

September 18, 2009

How, exactly, does product placement undermine viewers’ “trust”?

In the United Kingdom, Mail Online writer Richard Simpson left little to the imagination in regard to his stance on product placement in entertainment media.

This, through a piece titled, “Product placement to be allowed on British television in lifeline to struggling broadcasters.”

In the U.S. the tactic is so blatant that brands can be as prominant as the stars themselves….

Critics … argue it will destroy the trust of viewers.

September 17, 2009

UK product placement ban reversed

RealBusiness.co.uk just reported the following, under a Monday, September 14, 2009, byline by Kate Pritchard.

September 16, 2009

Characteristics of the original Bond Girl: Can she take care of herself, or what?

Continuing with the Kingsley Amis analysis of Bond Girls in Ian Fleming books, the following may come as a surprise to those less studied in the world of 007.

Bond-girl has athletic and other abilities, can swim and dive, wields a rifle or a bow and arrow, sets about rescuing herself from danger without waiting for Bond’s help, a couple of times (in the persons of Tiffany Case and Kissy Suzuki) gets him away to safety when he’s in no state to move unaided. If this is a dream-girl, she deserves more respect than harem types or gossip-column international-set types, one or the other of which has supplied almost every secret agent … with his lady associates. Bond doesn’t happen to like girls who are ‘in any way public property.’ Good for him.

September 15, 2009

Characteristics of the original Bond Girl: How does she look?

Kingsley Amis tackled the challenge of summarizing the Ian Fleming Bond Girl in Chapter 5 of The James Bond Dossier (1965), “Beautiful Firm Breasts.”