Primetime Infomercials?

             Perusing the clearance section at a specialty  retail store I came across a brown artificial leather mini skirt labeled "As Featured on Fashion Star" with a thick silver tag. The unfortunate garment which was marked down from $69.90 to just under 24 dollars was held together at the top with a glittery, cheap waistband. I was later informed by a sales associate that the skirt was one of the few quickly sold out products presented by the TV reality contest show, Fashion Star. NBC network's Fashion Star is just one example out of a host of prime time reality TV shows that are strewn with product placement features. Here's how the show works: a group of competing designers create fashion pieces  to present to judges Jessica Simpson, Nicole Richie, John Varvatos and a few professional retail buyers including Macy's  Saks 5th Avenue, Express and H&M (depending on the season). Celebrity mentors offer their critiques and ultimately, the professional buyers will bid on which products to order for their respective companies to sell. This is a dynamic way to challenge designers and showcase their talent; however, this does not appear to be on top of the show's agenda.

              

        This particular advertising technique is effective because after a style piece is approved by fashion queen, Nicole Richie or competed for at high prices by eminent buyers, it receives momentous status and social value. After it is accessible in chain retail stores the next day, consumers will devour it; whether it is the winning, skilled couture piece or the brown synthetic mini (as I found) that is destined to returned.

               After the ubiquitous promotional material endorsing the show's three primary retail corporation appears throughout the episode's introduction and progression, Maybelline New York cosmetics make a routine appearance as the models prepare for the runway. Now many reality competitions follow a similar advertising model, including, Bravo's The Fashion Show and The CW's America's Next Top Model. Even the highly successful Project Runway (which I personally love) is unfortunately strewn with product placement techniques that invade our entertainment hours.

               Most of us have fallen victim to advertisements incorporated into the plot lines of primetime fictional drama and comedy series. A character might casually recommend or advocate a specific brand product in one way or another. Personally, I always feel this part takes away some of the 'magic' or, in some circumstances, undermines the drama of the entertainment. Most of us feel ripped off because we pay for an allotted leisure viewing time uninterrupted by commercials . On the other hand, this new approach of airing an entire television series to operate essentially as lengthy advertisements like, Fashion Star takes this aspect of marketing culture to a different level.

               

            In reality, this is our prime time entertainment that we are paying for to view on major, wealthy networks; not the revenue-oriented, borderline infomercials that are glamorized to seduce primetime viewers. It is our to right to receive the entertainment we are paying for during the network's promised entertainment  hours product placement during network's respective commercial time. We should have authority in what we grant our time and money to.