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Packshot

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Still image of a product for advertising purposes

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. The term packshot also refers to product placement in a movie or television show. Packshots often dominate television commercials, taking from two to five seconds of a thirty-second commercial. Forged or leaked packshots for unreleased products have led to controversy or increased interest in the product. 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.

Packshots can be produced either by photographers or by machines.

Packshot Fashion
Packshot of a jacket
Example of a 3D packshot image

References

  1. Baker, Mike (2004-07-01). "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". Marketing Week. Retrieved 2009-02-19. Outdoor also suits highly competitive sectors in which a brand name-check, visual image or product packshot are important stimuli to a sale
  2. Bullmore, Jeremy (2004-04-16). "On the Campaign Couchlose-Up: On the Campaign Couch ... with JB". Haymarket Business Publications. Retrieved 2009-02-19. The function of the pack shot is to trigger what marketing persons like to call in-store, on-shelf recognition.
  3. "Claire Beale on Advertising". The Independent. London. 27 November 2006. Retrieved 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.
  4. Bouville, Nathalie (2006-02-24). "If there was one thing you could change about TV beauty ads, what would it be?". Paris: Communications International Group. Retrieved 2009-02-19. Also, packshots are very dominant, sometimes there are two, five second shots in a 30 second commercial
  5. Stokes, Ted. "Left 4 Dead". Retrieved 2009-02-19.
  6. "Call of Duty 5 Pack Shots Leaked?". 2008-06-16. Retrieved 2009-02-19.
  7. "Box Shot 3D". Retrieved 24 March 2013.
  8. "TrueBoxShot". Retrieved 24 March 2013.
  9. "Automated Photography Solution". Automated Photography System. Retrieved 9 September 2016.
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