Packshot Explained

A packshot (also pack shot) is a still or moving image of a product, usually including its packaging and labeling, used to portray the product's reputation in advertising on TV. or other media.Its goal is to trigger in-store, on-shelf product recognition.[1] [2] The term packshot also refers to product placement in a movie or television show.[3] Packshots often dominate television commercials, taking from two to five seconds of a thirty-second commercial.[4] Forged or leaked packshots for unreleased products have led to controversy or increased interest in the product.[5] [6] Packshots can be a simple photograph of the product on a white background or can entail the use of elaborate props. Products sold as digital downloads, such as software, sometimes have digitally generated packshots when no physical product or packaging exists.[7] [8]

Packshots can be produced either by photographers or by machines.[9]

Notes and References

  1. News: Baker . Mike . Further steady growth points to healthy future for great outdoors; influential sectors are throwing their considerable advertising weight behind the rising profile of outdoor media and aiding growth. . 2009-02-19 . 2004-07-01 . Marketing Week . Outdoor also suits highly competitive sectors in which a brand name-check, visual image or product packshot are important stimuli to a sale.
  2. News: Bullmore . Jeremy . On the Campaign Couchlose-Up: On the Campaign Couch ... with JB . 2009-02-19 . 2004-04-16 . Haymarket Business Publications . The function of the pack shot is to trigger what marketing persons like to call in-store, on-shelf recognition..
  3. News: Claire Beale on Advertising . 2009-02-19 . If no money changes hands and the pack shots are handled appropriately, the proliferation of well known brand names in TV shows is deemed to be a legitimate part of the programme-making process. . 27 November 2006. London. The Independent.
  4. News: Bouville . Nathalie . If there was one thing you could change about TV beauty ads, what would it be? . 2009-02-19 . 2006-02-24 . Communications International Group . Paris . Also, packshots are very dominant, sometimes there are two, five second shots in a 30 second commercial.
  5. Web site: Stokes . Ted . Left 4 Dead . 2009-02-19.
  6. Web site: Call of Duty 5 Pack Shots Leaked? . 2009-02-19 . 2008-06-16.
  7. Web site: Box Shot 3D. 24 March 2013.
  8. Web site: TrueBoxShot. 24 March 2013.
  9. Web site: Automated Photography Solution . Automated Photography System . 9 September 2016.

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