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]
Outdoor also suits highly competitive sectors in which a brand name-check, visual image or product packshot are important stimuli to a sale
The function of the pack shot is to trigger what marketing persons like to call in-store, on-shelf recognition.
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.
Also, packshots are very dominant, sometimes there are two, five second shots in a 30 second commercial