# Packshot

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> Source: https://en.wikipedia.org/wiki/Packshot
> Source revision: 1314631259
> License: Creative Commons Attribution-ShareAlike 4.0 International (https://creativecommons.org/licenses/by-sa/4.0/)

{{short description|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](/source/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.<ref name="Stimuli">{{cite news
 | last = Baker
 | first = Mike
 | title = 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.
 | url = http://www.accessmylibrary.com/coms2/summary_0286-21986403_ITM
 | accessdate = 2009-02-19
 | date = 2004-07-01
 | publisher = Marketing Week
 | quote = Outdoor also suits highly competitive sectors in which a brand name-check, visual image or product packshot are important stimuli to a sale}}</ref><ref name="Close-Up:">{{cite news
 | last = Bullmore
 | first = Jeremy
 | title = On the Campaign Couchlose-Up: On the Campaign Couch ... with JB
 | url = http://www.accessmylibrary.com/coms2/summary_0286-6221252_ITM
 | accessdate = 2009-02-19
 | date = 2004-04-16
 | publisher = Haymarket Business Publications
 | quote = The function of the pack shot is to trigger what marketing persons like to call in-store, on-shelf recognition.}}</ref>
The term packshot also refers to [product placement](/source/product_placement) in a [movie](/source/movie) or [television show](/source/television_show).<ref name="Claire">{{cite news
 | title = Claire Beale on Advertising
 | url = https://www.independent.co.uk/news/media/claire-beale-on-advertising-425976.html
 | accessdate = 2009-02-19
 | quote = 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.
 | date = 27 November 2006
| location=London
| work=The Independent}}</ref>
Packshots often dominate [television commercial](/source/television_commercial)s, taking from two to five seconds of a thirty-second commercial.<ref name="Bouville">{{cite news
 | last = Bouville
 | first = Nathalie
 | title = If there was one thing you could change about TV beauty ads, what would it be?
 | url = http://www.accessmylibrary.com/coms2/summary_0286-14044525_ITM
 | accessdate = 2009-02-19
 | date = 2006-02-24
 | publisher = Communications International Group
 | location = Paris
 | quote = Also, packshots are very dominant, sometimes there are two, five second shots in a 30 second commercial}}</ref>
Forged or leaked packshots for unreleased products have led to controversy or increased interest in the product.<ref name="Stuffwelike">{{cite web
 | last = Stokes
 | first = Ted
 | title = Left 4 Dead
 | url = https://www.stuffwelike.com/stuffwelike/tag/left-4-dead/
 | accessdate = 2009-02-19}}</ref><ref name="Call">{{cite web
 | title = Call of Duty 5 Pack Shots Leaked?
 | url = https://news.spong.com/article/15586/Call_of_Duty_5_Pack_Shots_Leaked?cb=371
 | accessdate = 2009-02-19
 | date = 2008-06-16}}</ref>
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.<ref>{{cite web|title=Box Shot 3D|url=https://www.boxshot3d.com/|accessdate=24 March 2013}}</ref><ref>{{cite web|title=TrueBoxShot|url=https://www.trueboxshot.com/|accessdate=24 March 2013}}</ref>

Packshots can be produced either by photographers or by machines.<ref>{{cite web |title=Automated Photography Solution |url=https://orbitvu.com/ |work=Automated Photography System |accessdate=9 September 2016}}</ref>

alt=Packshot Fashion|thumb|Packshot of a jacket
thumb|Example of a 3D packshot image

==References==
{{Reflist}}

Category:Advertising
Category:Cinematic techniques
Category:Film editing

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Adapted from the Wikipedia article [Packshot](https://en.wikipedia.org/wiki/Packshot) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Packshot?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.