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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]

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


  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.