What Does Product Displacement Mean?

Product displacement is the removal or alteration of trademarked names, logos, and other branding from products that have not been cleared for use in a production. There are also times in which a brand requests that their products are not used in ways they consider to be contradictory to what the brand represents.

There are two kinds of product displacement: unbranded and fictionalized (source). Unbranded product displacement can go as far as having the product’s label and branding digitally altered in post production with pixelation or blurring as well as carrying out the physical removal of things such as emblems from automobiles prior to filming. It can also be as simple as placing a piece of tape over the product’s name (commonly referred to as “Greeking”). This is often seen on reality television shows that do not have permission to display logos of non-sponsor companies.

Fictionalized product displacement is when the production creates a fictional brand that is similar but not an exact match to an existing brand. This can be a form of satire/parody or it can be a deliberate modification strategy that is sponsored by the brand to provoke deeper mental processing by viewers who realize that the logo or company name isn’t correct. This makes viewers recall the correct image in their minds, and the extra effort (theoretically) leads to a more successful reinforcement of brand recognition.

If you are looking for editors or graphic designers to work on unbranded or fictionalized product displacement for your next project, visit our online Nevada Production Directory to find experienced Nevada production crew and support services or drop by our office and pick up a free printed directory!

If you offer production and film-related services in Nevada and are not yet listed in our Production Directory, you can learn more about how to sign up for the NPD here.

Disclaimer: The information contained in this article is deemed to be accurate and true to the best of our knowledge. All data and information provided on this site is for informational/entertainment purposes only. If there are any inaccuracies, you may submit corrections and sources by visiting our Contact page. Nevada Film Office makes no representations as to accuracy, completeness, currentness, suitability, or validity of any information on this site & will not be liable for any errors, omissions, or delays in this information or any losses, injuries, or damages arising from its display or use. All information is provided on an as-is basis. We do not sponsor or endorse anyone in our posts nor do we receive compensation of any kind in exchange for providing information about specific websites or resources unless otherwise noted, so please check for references, business licenses or credentials as you feel necessary.