Tuoteksena

Tuoteksena is a marketing term used in Finnish media discourse to describe the deliberate staging of a product within a visual or narrative scene to illustrate its use, context, or benefits. The concept blends product presentation with storytelling and is commonly employed in photography, video, and digital media.

The word is a Finnish neologism formed from "tuote" (product) and a component meaning "scene" or "setting," signaling the idea of placing a product into a contextual setting rather than presenting it in isolation. It encompasses lifestyle photography, vignettes, and short videos that show everyday scenarios in which the product would be used.

In catalogs and advertisements, tuoteksena may depict a product in a real-life environment, often with props, models, or ambient lighting. In online media, it appears as hero imagery, short clips, or interactive scenes that demonstrate features, ergonomics, or design. The approach aims to communicate benefits through context and narrative rather than specifications alone.

Proponents argue it improves comprehension and desirability by portraying practicality. Critics warn of potential over-idealization or misleading representations if settings are inauthentic or exaggerated. Ethical guidelines emphasize accuracy and transparent marketing.

See also: product photography, lifestyle marketing, product placement. References: marketing textbooks and industry blogs that discuss scene-based product presentation.