Todays’ post is proudly brought to you by Converse, CoverGirl, Nike, McDonalds, Vera Wang, Valentino, Starbucks, Mars, Tevo, Omo, Gatorade, Dominos, Frootloops, Uncle Toby’s, Garnier, Wilson, Disney, Esprit…

An articlein The Sunday Age on product placement/endorsement to children recently grabbed my attention.

The article discusses HarperCollins decision to publish a range of children’s books littered with references to brands who agree to sponsor them. In the Mackenzie Blue books (Wells), title character Mackenzie loves Converse sneakers. In the CoverGirl sponsored Cathy’s Book(Steward and Weisman) one can only imagine what Cathy’s lipstick of choice is.

At first I was slightly uneasy about the ethics of this…after all it just wouldn’t seem right for Harry to be be flying around on the Nike Nimbus 2000 before popping into McDonaldsfor a post-quidditch Big Mac. Imagine Elizabeth Bennett slipping on her latest season Vera Wang before meeting the impeccably dressed Mr. Darcy (Valentino of course!).

However, as I mull over the concept with my mug of Starbucks coffee and Marscompany chocolate confectionery bar, the less outraged I become…In fact, I think in-book product placement may well be the beginning (or latest extension) of a new era in advertising. 

The introduction of Tevoand other similar television recording devices presents an interesting challenge for advertisers. Consumers now have the means to fast-forward through the ads of  NBC’s The West Wing and consequently their interaction with Omo laundry powder, Gatorade sports drink, and Dominos Pizza parlour. Put simply advertisers are getting less bang for their buck.

Another side effect this new media brings for advertisers is the loss of control of time. Consumers can choose when they watch their favourite program. An advertisement for children’s breakfast cereal Frootloopsmight be highly effective while 6 year old Jonny chows down on his unsavoury, unfun, Uncle Toby’s muesli. However, the advertisement is not nearly as potent at 7:30pm after Jonny has done his homework and is allowed to watch his half an hour of pre-programed (thanks Tevo) TV.

Adding to the woes of advertisers is the fact that most people I know actually prefer to download their favourite TV shows directly from the Internet – ad free/endorsement free.

So with television quickly becoming a fading advertising platform it’s hardly surprising that advertisers are looking at alternative mediums. Product placement in movies is not a new thing…Thanks to a hand-full of subtle-like-a-tank references to Garnierwe know why Reece Witherspoon is Legally Blonde, and what was the name of Tom Hanks soccer ball companion in Cast Away….oh that’s right Wilson.

The real ethical concern is that these books are targeted at children. Helpless, defenseless minors untainted by capitalism. No hang on, a recent trip to the supermarket might as well have been a trip to Disneyland. Biscuits, yogurt, sweets, soft drinks, cheeses – you name it Disney has sponsored it and vomited their characters all over it.

Honestly, I don’t think childhood lasts long enough. The magical time when it perfectly acceptable and fully expected that you will misbehave, make mistakes, have an imaginary friend, and live in your own fantasy world.

Product placement in books is almost like mashing this fantasy world with reality. If a child can emulate their favourite literary character in the real world what is so bad about that. If wearing clothing  from Esprit because Hannah Montana does makes a child feel more confident where is the harm.         

So long as the brand doesn’t take over or fundamentally change the story then I see no major problem. Not only is sponsorship an extra income avenue for authors, the leveraging promotion that will no doubt accompany the coalition between brand and book may also have the added benefit of encouraging children to read.