The Faces and Stakes of Brand Insertion

Árpád Papp-Vary, Boris Chapoton, Delphine Le Nozach, Gergő Novodonszki, Joshua Schulze, Julie Assouly, Laurent Salters, Marina Ferreira Da Silva, Pascale Ezan, Pauline Ziserman, Sandrine Villers, Sébastien Lefait and Veronika Cserényi

in Vernon Press Titles in Economics from Vernon Art and Science Inc

Abstract: With traditional forms of advertisement facing increasing challenges, brand placement - the integration of a product or brand in a work of art - has exploded. It has become a lucrative phenomenon whose goal is to produce a reaction of purchase in the mind of the receiver (reader, viewer or listener). This volume seeks to complement extant studies of product placement strategies by introducing a methodology more systematically related to the field of cultural studies, especially where the reception and impact of product placement are concerned. It explores the many iterations of brand placement in popular culture, with a consideration of the crossover between advertisement and art in everything from Wes Anderson, "Blade Runner" and the "Fast and Furious" franchise, to music videos, late night shows and plastic art. The book considers the impact of brand placement in TV series on teenagers, as well as the evolution of such placement in literature. The originality of this volume is that, when the impact of the placement is mentioned, it is to be understood as an intended aesthetic impact at least as much as a prompt to buy a product. Consequently, the placement of consumer goods in a cultural production, the book suggests, may both increase the sales of specific products and positively impact the production’s ratings. This book is perfect for researchers and students interested in marketing, brand placement, mass media, art, film, and cultural studies.

Keywords: Social Darwinism; Hollywood propaganda; capitalism; high concept; product placement; branding; box office; endorsement; merchandising; entertainment; by-products; cross promotion; brand reinforcement; animated catalogues; commercials (search for similar items in EconPapers)
Date: 2022 Written 2019-07-01
Edition: 1
ISBN: 978-1-62273-795-6
References: View complete reference list from CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vpr:ecbook:862

Ordering information: This item can be ordered from
https://vernonpress.com/book/862

Access Statistics for this book

More books in Vernon Press Titles in Economics from Vernon Art and Science Inc 1000 N West Street, Suite 1200.
Bibliographic data for series maintained by Elias Krontiris ().