Editing Product placement (section)

==Types==
Placements fall into two main categories: paid and unpaid. Most product placements are unpaid.<ref name=":3" />  In unpaid product placements, the advertiser will usually loan or give the product to the production.  The productions costs are reduced, as they would otherwise have to buy or rent the items.<ref name=":3" />

Subcategories are ''basic'', when a logo is merely visible, and ''advanced'', whereby the product or brand is spoken by characters in the show or movie. Barter and service deals (the branded product is provided for crew use, for instance) are common.<ref name=":3" /> Content providers may trade product placements for help funding advertisements tied-in with a film's release, a show's new season or other event.<ref name="revolutionized169" /> Still another variant, known as an ''advertisement placement'', displays an [[advertisement]] for the product (rather than the product itself) which appears in the production, such as an advertisement on a [[billboard (advertising)|billboard]] or a bus that appears in the show.

===Brand integration===
Brand integration, a variant of product placement, is when "the product or company name becomes part of the show in such a way that it contributes to the narrative and creates an environment of brand awareness beyond that produced by advanced placement."<ref name=revolutionized169>{{cite book
|author=Amanda Lotz |title=The Television Will Be Revolutionized
|year=2007 |publisher=New York University Press |location=New York, NY
|isbn=978-0-8147-5220-3 |pages=169–170|author-link=Amanda D. Lotz
}}</ref> While this type of advertising is common on unscripted shows such as ''[[The Apprentice (TV series)|The Apprentice]]'', it can also be used in [[scripted television]].<ref name=revolutionized169/> An early example was by [[Abercrombie & Fitch]], when one of its stores provided the notional venue for part of the romantic comedy film ''[[Man's Favorite Sport?]]'' (1964). On ''[[All My Children]]'' one character took a job at [[Revlon]].<ref name=revolutionized169/> The character's job became part of the character's development.<ref>{{cite web
|url=http://www.blitzagency.com/our-work/project/damages-cadillac
|title=Damages + Cadillac |publisher=BLITZ Agency
|archive-url=https://web.archive.org/web/20141108190600/http://www.blitzagency.com/our-work/project/damages-cadillac
|archive-date=November 8, 2014}}</ref>

''[[Jurassic Park (film)|Jurassic Park]]'' not only prominently features [[Ford Motor Company|Ford]] cars and other commercial products, but also includes a scene displaying its own promotional merchandise. One shot shows the "Jurassic Park Souvenir Store", with products that it offered for sale to fans.

===Product displacement===
{{Main|Product displacement}}
[[File:ExpoSYFY - Alien (aspen beer).jpg|thumb|upright|Aspen beer, a fictional brand from the 1979 film ''[[Alien (1979 film)|Alien]]'']]
A real brand logo may be hidden or replaced with [[fictional brand]] names in a production, either to imitate, satirize or differentiate the product from a real corporate brand.<ref name=BTM>Robin Andersen, Jonathan Gray, ''Battleground: The Media'' (2008), p. 386.</ref> Such a device may be required where real corporations are unwilling to license their brand names for use in the fictional work, particularly where the work holds the product in a negative light.<ref>Jean-Marc Lehu, ''Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business'' (2007), p. 144.</ref>

According to [[Danny Boyle]], director of the film ''[[Slumdog Millionaire]]'' (2008), the makers used "product displacement" to accommodate sponsors such as [[Mercedes-Benz]] that refused to allow their products to be used in non-flattering settings. While Mercedes did not mind having a gangster driving their cars, they objected to their products being shown in a [[slum]]. The makers removed [[logo]]s digitally in post-production, costing "tens of thousands of pounds". When such issues are brought up in advance of filming, production companies often resort to "greeking", the practice of simply covering logos with tape, but one of them driven by Latika is shown to have the logos on the car keys.

Similarly, in ''[[The Blues Brothers (film)|The Blues Brothers]]'' (1980), portions of the defunct [[Dixie Square Mall]] in [[Harvey, Illinois]], were reconstructed in façade and used as the scene of an indoor car chase. Signage belonging to mall tenants was replaced with that of other vendors; for instance, a [[Walgreens]] would become a [[Toys "R" Us]].<ref>[https://web.archive.org/web/20070111193700/http://pawfilmworks.com/DSMHistory.html "Dixie Square Mall History"], pawflimworks.com (archived, 2006)</ref>

''[[Cars (film)|Cars]]'' (2006) parodies [[NASCAR]], an advertising-heavy sport which controversially had long allowed [[alcohol (drug)|alcohol]] and [[tobacco]] sponsorships. NASCAR's sponsors were replaced with [[fictional brand|fictional or parody brands]]; [[Dinoco]] Oil takes pride of place, followed by a string of invented automotive aftermarket products marketed in a similar means to [[Medication|pharmaceutical]] products. [[Dale Earnhardt Jr.|"Dale Earnhardt Inc."]] displaced "Junior #8"'s sponsor [[Budweiser (Anheuser-Busch)|Budweiser]] to avoid advertising [[beer]] in a [[Pixar|Disney & Pixar]] feature. The racing series portrayed in the film is also known as the "[[Piston]] Cup", as a pun on the [[NASCAR Cup Series]]' past sponsor of [[Winston (cigarette)|Winston cigarettes]] (during which time it was known as the "Winston Cup Series"; it has since been succeeded by phone carrier [[Sprint Corporation|Sprint]] and energy drink [[Monster Energy]]).<ref>{{Cite web |url=https://www.latimes.com/archives/la-xpm-2006-jun-04-ca-cars4-story.html |title=A grease geek will guide you: 'Cars' decoded |last=Neil |first=Dan |date=June 4, 2006 |website=[[Los Angeles Times]] |access-date=November 6, 2018 |archive-url=https://web.archive.org/web/20140714073559/http://articles.latimes.com/2006/jun/04/entertainment/ca-cars4 |archive-date=July 14, 2014 |url-status=live |df=mdy-all }}</ref><ref>{{Cite web |url=https://www.chicagotribune.com/2006/06/04/cars-requires-a-crash-course-in-racing/ |title=Cars' requires a crash course in racing |last=Neil |first=Dan |date=June 4, 2006 |website=[[Chicago Tribune]] |access-date=November 6, 2018 |archive-url=https://web.archive.org/web/20141105181708/http://articles.chicagotribune.com/2006-06-04/news/0606030282_1_racing-restrictor-cars |archive-date=November 5, 2014 |url-status=live |df=mdy-all }}</ref>

===Audio vs visual===
Placements can be sound-only, visual-only or a combination of both. The Russian television show дом-2 (phonetically ''[[Dom-2]]'') (similar to ''[[Big Brother (TV series)|Big Brother]]'') often features participants stating something along the lines of, "Oh, did you check out the new product X by company Y yet?" after which the camera zooms in on the named product, explicitly combining an audio mention with a visual image. In ''[[The Real World/Road Rules Challenge]]'' participants often make a similar comment, usually pertaining to the mobile device and carrier for a text message.

An experiment from 2002 tested the relationship between auditory vs visual product placement and if the product had higher or lower connection to the plot to how well it was remembered by viewers. The results of the experiment concluded that regardless of if the product had higher or lower connection to the plot, in either circumstance an auditory product placement was more likely to be remembered by viewers than a visual product placement.<ref name="Russel 2002" />

===Branded content===
{{main|Branded content}}
Branded content refers to works that are funded or produced by an advertiser as a vehicle for their brand. Some forms of branded content do include self-placed product placement (such as a series of [[made-for-TV movie]]s produced by [[Walmart]] and [[Procter & Gamble]], which featured placements for P&G products and Walmart [[store brand]]s),<ref>{{Cite news|url=https://deadline.com/2011/04/procter-gamble-backs-another-family-friendly-tv-moviebackdoor-pilot-on-nbc-119607/|title=Procter & Gamble Backs Another Family Friendly TV Movie/Backdoor Pilot On NBC|last=Andreeva|first=Nellie|date=2011-04-02|work=Deadline|access-date=2018-01-28 }}</ref><ref>{{Cite news|url=https://variety.com/2010/tv/news/walmarts-and-procter-gambles-familyfriendly-primetime-gamble-17264/|title=Walmart's and Procter & Gamble's family-friendly primetime gamble|last=Schneider|first=Michael|date=2010-02-22|work=Variety|access-date=2018-01-28 }}</ref><ref>{{Cite news|url=http://adage.com/article/madisonvine-news/branded-entertainment-p-g-walmart-find-success-movies/146129/|title=P&G, Walmart Find Success as Moviemakers for Their Brands|work=Advertising Age|access-date=2018-01-28 }}</ref> but some (such as, most prominently, the media operations of [[energy drink]] brand [[Red Bull]]) are focused more upon producing content that is consistent with the brand's values and demographics, rather than being a promotion for their products first and foremost.<ref>{{Cite web|url=http://marketingmag.ca/brands/branded-content-lessons-from-red-bull-media-house-138373/|title=Branded content lessons from Red Bull Media House|website=Marketing |access-date=2018-01-28}}</ref><ref>{{Cite news|url=https://mashable.com/2012/12/19/red-bull-content-marketing/|title=How Red Bull Takes Content Marketing to the Extreme|last=O'Brien|first=James|work=Mashable|access-date=2018-01-28 }}</ref><ref>{{Cite news|url=https://www.nytimes.com/2007/03/03/sports/othersports/03ice.html|title=Red Bull's Headlong Frozen Dash Is a Crash Course in Marketing|last=Higgins|first=Matt|date=2007-03-03|work=The New York Times|access-date=2018-01-28 |issn=0362-4331}}</ref>

===Cross-promotion===
Larger, [[Vertical integration|vertically integrated]] conglomerates may include placements of their own products and services in works as a form of [[corporate synergy]]. Owing to its common ownership, [[Sony Pictures]] films have featured placements of [[Sony]]'s [[consumer electronics]] products, particularly [[Sony Xperia|Xperia]] [[smartphone]]s, among other products. The [[Portrayal of James Bond in film|James Bond films]] ''[[Skyfall]]'' and ''[[Spectre (2015 film)|Spectre]]'' depict Bond using [[Sony Xperia T]] and [[Sony Xperia Z5|Z5]] smartphones respectively, and the Xperia T was bundled with James Bond-themed content (including [[ringtones]], wallpapers, and behind the scenes photos from the filming of ''Skyfall'') as a tie-in in some markets.<ref name="phonearena-spectrez5">{{cite web|url=http://www.phonearena.com/news/Check-out-the-box-for-the-Sony-Xperia-Z5-Compact-Spectre-limited-edition_id74258|title=Check out the box for the Sony Xperia Z5 Compact Spectre limited edition|website=PhoneArena|date=30 September 2015 |url-status=live|archive-url=https://web.archive.org/web/20160616204309/http://www.phonearena.com/news/Check-out-the-box-for-the-Sony-Xperia-Z5-Compact-Spectre-limited-edition_id74258|archive-date=June 16, 2016|access-date=May 31, 2016|df=mdy-all}}</ref><ref name="cnet-xperiatjamesbond">{{cite web|url=https://www.cnet.com/news/sony-xperia-t-james-bond-skyfall-version-exclusive-to-o2/|title=Sony Xperia T James Bond Skyfall version exclusive to O2|website=CNET|publisher=CBS Interactive|url-status=live|archive-url=https://web.archive.org/web/20151222120047/http://www.cnet.com/news/sony-xperia-t-james-bond-skyfall-version-exclusive-to-o2/|archive-date=December 22, 2015|access-date=December 22, 2015|df=mdy-all}}</ref><ref name="phonearena-tlbond">{{cite web|url=http://www.phonearena.com/news/AT-T-to-offer-James-Bonds-Sony-Xperia-TL-in-a-promotional-tie-in-to-the-next-007-film_id35069|title=AT&T to offer James Bond's Sony Xperia TL in a promotional tie-in to the next 007 film|website=PhoneArena|date=2 October 2012 |url-status=live|archive-url=https://web.archive.org/web/20151222113916/http://www.phonearena.com/news/AT-T-to-offer-James-Bonds-Sony-Xperia-TL-in-a-promotional-tie-in-to-the-next-007-film_id35069|archive-date=December 22, 2015|access-date=December 22, 2015|df=mdy-all}}</ref><ref name="bloom-worldwithoutapple">{{cite news|url=https://www.bloomberg.com/news/articles/2012-07-12/sonys-spider-man-inhabits-a-world-without-apple|title=Sony's Spider-Man Inhabits a World Without Apple|newspaper=Bloomberg.com|date=13 July 2012 |url-status=live|archive-url=https://web.archive.org/web/20160610235421/http://www.bloomberg.com/news/articles/2012-07-12/sonys-spider-man-inhabits-a-world-without-apple|archive-date=June 10, 2016|access-date=May 31, 2016|df=mdy-all}}</ref> Similarly, some [[20th Century Fox]] films depict the then co-owned [[Fox News Channel]] as a source of in-universe news programming.<ref>{{Cite web|url=https://nypost.com/2004/06/13/cross-promotion-taking-over-movies/|title=CROSS PROMOTION TAKING OVER MOVIES|last=Mushnick|first=Phil|date=2004-06-13|website=New York Post |access-date=2019-12-04}}</ref>

===Replacement===
Product placements can also be added or replaced during post-production.<ref>Wayne Friedman and Jack Neff, "Eagle-Eye Marketers Find Right Spot, Right Time,''Advertising Age'', 1/22/01.</ref><ref name=":1">{{Cite news |author=Sam Lubell |date=January 2, 2006 |title=Advertising's Twilight Zone: That Signpost Up Ahead May Be a Virtual Product |newspaper=[[The New York Times]] |url=https://www.nytimes.com/2006/01/02/business/media/02digital.html |url-status=live |url-access=registration |access-date=November 6, 2018 |archive-url=https://web.archive.org/web/20150612172247/http://www.nytimes.com/2006/01/02/business/media/02digital.html |archive-date=June 12, 2015 |df=mdy-all}}</ref><ref name=":2">{{Cite web |last=Cohen |first=Nancy |date=February 23, 2006 |title=Virtual Product Placement Infiltrates TV, Film, Games |url=https://www.ecommercetimes.com/story/48956.html |url-status=live |archive-url=https://web.archive.org/web/20090303233228/http://www.ecommercetimes.com/story/48956.html |archive-date=March 3, 2009 |access-date=November 6, 2018 |website=ecommercetimes.com |df=mdy-all}}</ref> For example, placements can be added to scenes that did not already have them when originally filmed, and placements can also be modified in future airings or prints of a film or television series.<ref>{{Cite web |last=Cobb |first=Jarry |date=March 8, 2006 |title=Product placement goes digital, gets lucrative |url=https://www.nbcnews.com/id/11728512/ns/business-cnbc_tv/t/product-placement-goes-digital-gets-lucrative/#.W-Gw--JRfIU |url-status=dead |archive-url=https://web.archive.org/web/20160531052714/http://www.nbcnews.com/id/11728512/ns/business-cnbc_tv/t/product-placement-goes-digital-gets-lucrative#.W-Gw--JRfIU |archive-date=May 31, 2016 |access-date=November 6, 2018 |website=[[NBC News]] |df=mdy-all}}</ref><ref name=":1" /><ref name=":2" />

===Parodies===
The [[Pilot (30 Rock)|pilot episode]] of the [[NBC]] [[sitcom]] ''[[30 Rock]]'' featured the [[General Electric]] (at the time an 80% owner of NBC) [[Trivection oven]],<ref>[http://www.kitchencontraptions.com/archives/007881.php Trivection Oven] {{Webarchive|url=https://web.archive.org/web/20061101041917/http://www.kitchencontraptions.com/archives/007881.php |date=November 1, 2006 }} on kitchencontraptions.com</ref> but was said to be a joke by the show's creator.<ref>{{Cite web |url=http://www.accesshollywood.com/news/ah1969.shtml |title=On '30 Rock,' Tina Fey Draws From Her Past At 'SNL' |date=October 12, 2006 |website=accesshollywood.com |archive-url=https://web.archive.org/web/20071213135247/http://www.accesshollywood.com/news/ah1969.shtml |archive-date=December 13, 2007 |access-date=November 6, 2018}}</ref> The show later parodied placement.<ref>{{Cite web |url=https://www.tvguide.com/news/30rock-fey-mcdonalds-1002943.aspxl |title=30 Rock Boss Tina Fey Addresses a McFlurry of Criticism |last=Mitovitch |first=Matt |date=February 13, 2009 |website=tvguide.com |access-date=November 8, 2018 |archive-url=https://web.archive.org/web/20110616140328/http://www.tvguide.com/news/30rock-fey-mcdonalds-1002943.aspxl |archive-date=June 16, 2011 |url-status=live |df=mdy-all }}</ref>

The 1988 film ''[[Return of the Killer Tomatoes]]'' mocked the concept when at one point the film stops for lack of money. The character played by [[George Clooney]] suggests product placement as a way to continue. This was followed by several scenes with blatant product placement, including a [[Pepsi-Cola|Pepsi]] billboard installed in front of the villain's mansion.

The 1994 film ''[[The Making of '...And God Spoke']]'' is a mockumentary about the filming of a biblical epic. When running low on funds to complete the film within a film, the desperate producers resort to product placement, resulting in the absurd [[anachronism]] of [[Moses]] descending from [[Mount Sinai]] carrying the [[Ten Commandments]] and a six-pack of Coca-Cola.<ref>{{cite web |last=Thomas |first=Kevin |date=September 23, 1994 |title=MOVIE REVIEW : '. . . And God Spoke' Sends Up Film Biz |url=https://www.latimes.com/archives/la-xpm-1994-09-23-ca-41885-story.html |access-date=October 22, 2018 |website=Los Angeles Times}}</ref><ref>{{cite web |last=Levy |first=Emanuel |date=October 7, 1993 |title=The Making of ... and God Spoke |url=https://variety.com/1993/film/reviews/the-making-of-and-god-spoke-1200433750/ |access-date=October 22, 2018 |website=Variety}}</ref>

The film ''[[Fight Club (film)|Fight Club]]'', directed by [[David Fincher]], bit the hand that fed it by depicting acts of violence against most of the products that paid to be placed in the film.<ref>{{Cite news |url=https://filmschoolrejects.com/30-things-we-learned-from-the-fight-club-commentary-81196ba0b04f/ |title=30 Things We Learned from the 'Fight Club' Commentary |date=July 11, 2014 |work=Film School Rejects |access-date=July 9, 2018 |archive-url=https://web.archive.org/web/20180710010433/https://filmschoolrejects.com/30-things-we-learned-from-the-fight-club-commentary-81196ba0b04f/ |archive-date=July 10, 2018 |url-status=live |df=mdy-all }}</ref> Examples include the scene where the [[Apple Store (retail)|Apple Store]] is broken into, the scene where [[Brad Pitt]] and [[Edward Norton]] smash the headlights of a [[Volkswagen New Beetle|new Volkswagen Beetle]], and try to blow up a "popular coffee franchise", a thinly veiled dig at [[Starbucks]].

The film ''[[Superstar (1999 film)|Superstar]]'', starring [[Will Ferrell]] and [[Molly Shannon]], shows every resident in town driving [[Volkswagen New Beetle]]s, possibly for comic effect. Similarly, the film ''[[Mr. Deeds]]'' shows [[Adam Sandler]]'s character purchasing a [[Chevrolet Corvette]] for every resident of his town.

The 2006 Will Ferrell comedy film ''[[Talladega Nights: The Ballad of Ricky Bobby]]'' parodied the large amount of sponsorship in NASCAR, having the title character at one point drive with a "dangerous and inconvenient" decal of the [[Fig Newtons]] logo covering his [[windshield]], and include a plug for [[Powerade]] into a saying of [[Grace (prayer)|grace]] before dinner.<ref>{{Cite web |url=https://screenrant.com/talladega-nights-funny-ricky-bobby-lines/ |title=Talladega Nights: The 10 Funniest Ricky Bobby Quotes |date=2019-03-02 |website=ScreenRant |access-date=2019-12-04 }}</ref><ref>{{Cite web|date=2020-05-01|title=Film study: The Denver Post sports department's favorite sports movies to ride out the coronavirus|url=https://www.denverpost.com/2020/05/01/best-sports-movies-denver-post/|access-date=2021-03-31|website=The Denver Post|language=en-US}}</ref>

''[[Wayne's World (film)|Wayne's World]]'' featured a scene where Wayne refuses to allow his show's sponsor to appear on the air. When told it is part of his contract, Wayne argues that the deal "didn't include selling out" while conspicuously drinking a can of [[Pepsi]], eating [[Doritos]], and displaying a [[Pizza Hut]] pizza. Garth then laments that "people only do things because they get paid" while his entire wardrobe consists of [[Reebok]] athletic wear. Finally, Wayne complains of a headache and Garth advises him to take [[Nuprin]] while cutting to a few seconds of a Nuprin TV ad.<ref name="rollingstone">{{cite magazine |date=4 June 2013 |author=Katy Kroll |title=Marketing at the Movies: 10 Egregious Product Placements |url=https://www.rollingstone.com/movies/movie-lists/the-most-egregious-product-placements-in-movie-tv-history-10988/waynes-world-2-20267/ |magazine=[[Rolling Stone]] |quote=a decade after E.T., it was already commonplace for brands like Pizza Hut, Doritos and Reebok to be littered throughout movies. }}</ref><ref>{{cite web |author1=Marianne Eloise |title=How 'Wayne's World' Became the Ultimate 90s Cult Classic |url=https://www.vice.com/en/article/were-not-worthy-how-waynes-world-became-a-cult-classic/ |website=Vice.com |date=14 February 2017 |quote=Wayne and Garth criticise product placement while advertising Pizza Hut, Reebok and Pepsi.}}</ref>

''[[Kung Pow! Enter the Fist]]'' spoofed its product placements, highlighting the anachronistic inclusion of a [[Taco Bell]]. In a similar vein, in ''[[Looney Tunes: Back In Action]]'', the main characters stumble across a Wal-Mart while stranded in the middle of [[Death Valley]] and acquire supplies just for providing an endorsement. ''[[Kannagi: Crazy Shrine Maidens]]'' poked fun at its sponsor Sony by having one character give another a [[Blu-ray Disc]] with the tagline "It's a Sony", only for them to complain that they do not have a [[Blu-ray]] player, to which the character responds with a version in [[Betamax]].

===Faux placements===
{{Further|Fictional brands}}
Some films do not wish to depict real brands onscreen, so fake brands are created for products shown onscreen.

''[[X-Files]]'' (1993–2002) (as well as many other films and television productions) featured the fictional [[Morley (cigarette)|Morley]] brand of cigarettes, the choice of the [[Cigarette Smoking Man]].<ref>{{Cite web |url=https://www.metv.com/stories/the-fascinating-history-of-morley-cigarettes-the-favorite-fake-brand-of-hollywood |title=The fascinating history of Morley Cigarettes, the favorite fake brand of Hollywood |last=MeTV Staff |date=July 28, 2016 |website=metv.com |access-date=November 6, 2018 |archive-url=https://web.archive.org/web/20180827210015/https://www.metv.com/stories/the-fascinating-history-of-morley-cigarettes-the-favorite-fake-brand-of-hollywood |archive-date=August 27, 2018 |url-status=live |df=mdy-all }}</ref> The company producing Morleys was also involved in a cover-up conspiracy, ''Brand X''.

''[[Ghostbusters]]'' had a faux product in the climax of the film when the team faces the [[Stay Puft Marshmallow Man]]. Previously in the film, Stay-Puft brand marshmallows<ref>{{Cite web |url=https://www.eater.com/2010/8/27/6721355/stay-puft-marshmallows-from-ghostbusters-made-real-19-99 |title=Stay Puft Marshmallows from Ghostbusters Made Real, $19.99 |last=Forbes |first=Paula |date=August 27, 2010 |website=eater.com |access-date=November 6, 2018 |archive-url=https://web.archive.org/web/20160825123703/http://www.eater.com/2010/8/27/6721355/stay-puft-marshmallows-from-ghostbusters-made-real-19-99 |archive-date=August 25, 2016 |url-status=live |df=mdy-all }}</ref> are shown in Dana's apartment and a Stay-Puft billboard is visible (via a [[matte painting]]) when the Ghostbusters' storage grid is deactivated and the imprisoned ghosts are released. Similar in form, [[Mel Brooks]] used the same device in the comedy spoof ''[[Spaceballs]]'', which parodied ''[[Star Wars]]'': in one scene, he opened up a can of Perri-Air canned air, a play on the name Perrier, the brand of bottled water.<ref>{{Cite news |url=https://nationalpost.com/news/canada/selling-bottled-lake-louise-air-started-as-a-joke-but-theres-actually-a-lot-of-demand |title=We talked to the Albertans selling bottled air to China — and despite all indications to the contrary, it's not a hoax |last=Hopper |first=Tristan |date=December 16, 2015 |newspaper=National Post |access-date=November 6, 2018}}</ref>

''[[The Truman Show]]'' used fake placements to advance the narrative of the reality television set. Truman's wife places products in front of hidden cameras, even naming them in dialogue with her husband. This increases Truman's suspicions as he comes to realize his surroundings are intentionally fabricated.<ref>{{Cite web |url=https://www.smstudy.com/article/the-truman-show-a-reflection-on-product-placement |title=The Truman Show: A Reflection on Product Placement |date=January 7, 2016 |website=smstudy.com |access-date=November 6, 2018 |archive-url=https://web.archive.org/web/20170714015358/https://smstudy.com/article/the-truman-show-a-reflection-on-product-placement |archive-date=July 14, 2017 |url-status=live |df=mdy-all }}</ref>

Some filmmakers created fictional products that appear in multiple movies.{{Citation needed|date=July 2011}} Examples include [[Kevin Smith]] (Nails Cigarettes, [[Mooby the Golden Calf|Mooby Corporation]], Chewlees Gum, Discreeto Burritos) and [[Quentin Tarantino]] (Red Apple Cigarettes, Jack Rabbit Slim's Restaurants, [[Big Kahuna Burger]]).<ref>{{cite news |date=Jul 12, 1996 |author=Entertainment News Service |title=Product Placement Takes a Little Twist |work=Greensboro News and Record |url=https://greensboro.com/product-placement-takes-a-little-twist/article_0adf397b-4742-5e5f-8e19-b17e5e9492fe.html |url-status=dead |archive-url=https://web.archive.org/web/20200816182148/https://greensboro.com/product-placement-takes-a-little-twist/article_0adf397b-4742-5e5f-8e19-b17e5e9492fe.html |archive-date=2020-08-16 |quote=Quentin Tarantino and producer Lawrence Bender used their own products - Big Kahuna Burgers, Red Apple cigarettes, etc. - instead of using brand-names.}}</ref> This went even further with the fictional brand [[Binford Tools]] which appeared in TV shows [[Home Improvement (TV series)|''Home Improvement'']] and [[Last Man Standing (U.S. TV series)|''Last Man Standing'']] and in the ''[[Toy Story (franchise)|Toy Story]]'' movie franchise, all starring [[Tim Allen]].

This practice is also fairly common in certain [[comics]], such as [[Svetlana Chmakova]]'s ''[[Dramacon]]'', which makes several product-placement-esque usages of "Pawky", (a modification of the name of the Japanese snack "[[Pocky]]", popular among [[anime]] and [[manga]] fans) or [[Naoko Takeuchi]]'s ''[[Sailor Moon]]'', which includes numerous references to the series ''[[Codename: Sailor V]]'', from which ''Sailor Moon'' was spun off.

This practice is also common in certain "reality-based" video games such as the [[Grand Theft Auto|''Grand Theft Auto'' series]], which feature fictitious stores such as Ammu-Nation,<ref>{{Cite web |url=https://guides.gamepressure.com/gtav/guide.asp?ID=21701 |title=Grand Theft Auto V Game Guide |website=guides.gamepressure.com |access-date=November 6, 2018 |archive-url=https://web.archive.org/web/20170709021239/http://guides.gamepressure.com/gtav/guide.asp?ID=21701 |archive-date=July 9, 2017 |url-status=live |df=mdy-all }}</ref> Vinyl Countdown, Gash (spoofing [[Gap (clothing retailer)|Gap]]) Zip, Pizza Boy, etc.

===Reverse placement===
So-called "reverse product placement" creates real products to match those seen in a fictional setting, typically as a [[tie-in]].<ref>{{cite web |url=http://www.morexpertise.com/download.php?id=148 |title=Management Online Review |publisher=Morexpertise.com |date=2008-09-30 |access-date=2012-08-06 |archive-url=https://web.archive.org/web/20120425112024/http://www.morexpertise.com/download.php?id=148 |archive-date=April 25, 2012 |url-status=live |df=mdy-all }}</ref>

''[[Willy Wonka & the Chocolate Factory]]'' (1971) led to a real [[The Willy Wonka Candy Company|Willy Wonka candy company]], established soon after the film's release.<ref>{{Cite journal |url=https://www.csmonitor.com/Business/2011/1129/Dunder-Mifflin-Office-paper-now-real.-Can-it-top-these-fiction-to-fact-products/Willy-Wonka-Candy-Company-Willy-Wonka-and-the-Chocolate-Factory-1971 |title=top these fiction-to-fact products? |journal=Christian Science Monitor |last=Velasco |first=Schuyler |date=November 29, 2011 |access-date=November 6, 2018 |archive-url=https://web.archive.org/web/20120102232013/http://www.csmonitor.com/Business/2011/1129/Dunder-Mifflin-Office-paper-now-real.-Can-it-top-these-fiction-to-fact-products/Willy-Wonka-Candy-Company-Willy-Wonka-and-the-Chocolate-Factory-1971 |archive-date=January 2, 2012 |url-status=live |df=mdy-all }}</ref>

In 1949, [[Crazy Eddie]] was created as a fictional car dealer in the film ''[[A Letter to Three Wives]]''.<ref>{{Cite web |url=https://www.nytimes.com/2006/01/09/business/media/09adcol.html |title=Fake Products and the Movies That Loved Them |last=Elliot |first=Stewart |date=January 9, 2006 |website=[[The New York Times]] |access-date=November 6, 2018}}</ref> That name, bestowed in 1971 upon a real-life electronics chain in [[New York City]], appeared in 1984 in an ad in ''[[Splash (film)|Splash]]''. Crazy Eddie's memorable ads are parodied in ''[[Howard the Duck]]'', featuring a duck version of the famous pitchman, and [[UHF (film)|''UHF'']], as "Crazy Ernie", a used car salesman, threatens to club a baby seal if nobody comes in to buy a car.

In 2007, as a promotional tie-in for ''[[The Simpsons Movie]]'', [[7-Eleven]] temporarily turned twelve of its locations into [[Kwik-E-Mart]]s—a fictional chain of convenience stores within the universe of ''The Simpsons''. The stores sold [[Products produced from The Simpsons|real-world versions]] of food and drink brands seen in the franchise, including Buzz Cola, [[Duff Beer]] and Krusty-O's.<ref>{{Cite news |url=https://www.hollywoodreporter.com/news/doh-fox-limits-tie-ins-141952 |title=D'oh! Fox limits tie-ins for 'Simpsons Movie' |work=[[The Hollywood Reporter]] |access-date=April 12, 2017 }}</ref>

===Music and recording industries===
While radio and television stations are regulated by national governments, producers of printed or recorded works are not, leading marketers to attempt to get products mentioned in lyrics of popular songs.

In 2008, [[The Kluger Agency]] was claimed<ref name="wiredkluger">{{cite magazine |last=Van |first=Eliot |url=https://www.wired.com/listening_post/2008/09/products-placed/ |title=Products Placed: How Companies Pay Artists to Include Brands in Lyrics &#124; Listening Post |magazine=Wired |date=September 19, 2008 |access-date=August 7, 2012 |archive-url=https://web.archive.org/web/20131019125720/http://www.wired.com/listening_post/2008/09/products-placed |archive-date=October 19, 2013 |url-status=live |df=mdy-all }}</ref> to have proposed placement of ''[[Jeff Crouse#Notable works|Double Happiness Jeans]]'',<ref>{{cite web |url=http://www.musicradar.com/news/guitars/blog-dont-cha-wish-your-website-was-hot-like-this-174797 |title=BLOG: "Don't cha wish your website was hot like this?" |publisher=[[MusicRadar]] |date=September 23, 2008 |access-date=August 7, 2012 |archive-url=https://web.archive.org/web/20130319112037/http://www.musicradar.com/news/guitars/blog-dont-cha-wish-your-website-was-hot-like-this-174797 |archive-date=March 19, 2013 |url-status=live |df=mdy-all }}</ref> a virtual [[sweatshop]] created as part of the ''Invisible Threads'' project for the 2008 [[Sundance Festival]], in a [[Pussycat Dolls]] song for a fee.<ref>{{cite web |url=http://antiadvertisingagency.com/product-placement-oppertunity-from-adamklugerinboxcom/ |title=Product Placement "opportunity" from adamkluger -at- inbox.com |publisher=Anti-Advertising Agency |date=August 22, 2008 |access-date=August 7, 2012 |archive-url=https://web.archive.org/web/20100817182021/http://antiadvertisingagency.com/product-placement-oppertunity-from-adamklugerinboxcom/ |archive-date=August 17, 2010 |url-status=live |df=mdy-all }}</ref> The firm was not intended to represent a commercial product. It had been invented as a collaboration between [[Jeff Crouse]] of the Anti-Advertising Agency and [[Stephanie Rothenberg]]. While the product technically existed at the time, ''Double Happiness'' was intended to be a critical piece.<ref>{{cite web |url=http://nextnode.net/sites/emst/commonwealth/?p=96 |title=Invisible Threads, Jeff Crouse & Stephanie Rothenberg |publisher=National Museum of Contemporary Art, [[Athens, Greece]] |access-date=August 7, 2018 |archive-url=https://web.archive.org/web/20171019233509/http://nextnode.net/sites/emst/commonwealth/?p=96 |archive-date=October 19, 2017 |url-status=live |df=mdy-all }}</ref>

In January 2009, ''Migra Corridos'', a five-song EP including accordion ballad "El Mas Grande Enemigo", had received airplay on twenty-five Mexican radio stations. The tune purports to be the lament of a would-be immigrant left to die in the [[Arizona]] desert by [[people smuggling|coyotes (people smugglers)]].<ref>{{Cite web |url=http://www.nydailynews.com/latino/2009/01/23/2009-01-23_migra_corridos_aim_to_keep_immigrants_ho.html |title='Migra corridos' aim to keep immigrants home |agency=Associated Press |date=January 22, 2009 |website=nydailynews.com |access-date=November 6, 2018 |archive-url=https://web.archive.org/web/20090304154722/http://www.nydailynews.com/latino/2009/01/23/2009-01-23_migra_corridos_aim_to_keep_immigrants_ho.html |archive-date=March 4, 2009 |url-status=live |df=mdy-all }}</ref> No disclosure was made to the radio stations that the [[United States Border Patrol|U.S. Border Patrol]] had commissioned the project with content devised by Elevación, a Hispanic [[advertising agency]] based in Washington, D.C., and New York City.<ref>{{Cite web |url=http://news.bbc.co.uk/2/hi/americas/7879206.stm |title=US uses songs to deter immigrants |last=Ceresole |first=Carlos |date=February 15, 2009 |website=bbc.co.uk |access-date=November 6, 2018 |archive-url=https://web.archive.org/web/20171019232933/http://news.bbc.co.uk/2/hi/americas/7879206.stm |archive-date=October 19, 2017 |url-status=live |df=mdy-all }}</ref>

In 2010, a video for [[Lady Gaga]]'s "[[Telephone (Lady Gaga song)|Telephone]]" was criticised by some for displaying nine brands in nine minutes (including her own line of Heartbeats headphones), many as paid product placements.<ref>{{cite magazine |last=Hampp |first=Andrew |url=http://adage.com/article/madisonvine-news/miracle-whip-plenty-fish-tap-lady-gaga-s-telephone/142794/ |title=How Miracle Whip, Plenty of Fish Tap Lady Gaga's 'Telephone' |magazine=[[Advertising Age]] |date=March 13, 2010 |access-date=August 7, 2012 |archive-url=https://web.archive.org/web/20110319223212/http://adage.com/article/madisonvine-news/miracle-whip-plenty-fish-tap-lady-gaga-s-telephone/142794/ |archive-date=March 19, 2011 |url-status=live |df=mdy-all }}</ref> Other 2010 music videos displayed the PlentyofFish website include [[Natasha Bedingfield]]'s "[[Touch (Natasha Bedingfield song)|Touch]]", [[Flo Rida]] and [[Akon]]'s "[[R.O.O.T.S.#Singles|Available]]", [[Jason Derulo]]'s "[[Ridin' Solo]]",<ref name=marketwire>{{cite web|url=http://www.marketwire.com/press-release/Jason-Derulo-Is-Ridin-Solo-on-PlentyofFishcom-1276587.htm|title=Jason Derulo Is Ridin' Solo on PlentyofFish.com|date=June 2010|access-date=February 18, 2011|archive-url=https://web.archive.org/web/20110305132109/http://www.marketwire.com/press-release/Jason-Derulo-Is-Ridin-Solo-on-PlentyofFishcom-1276587.htm|archive-date=March 5, 2011|url-status=live|df=mdy-all}}</ref> and [[3OH!3]]'s "[[Double Vision (3OH!3 song)|Double Vision]]".<ref>{{cite news |last=Elliott |first=Stuart |url=http://mediadecoder.blogs.nytimes.com/2011/02/17/plenty-of-fish-one-web-site/ |title=Plenty of Fish, a Dating Site, Promotes Itself in Music Videos |newspaper=New York Times |date=February 17, 2011 |access-date=2012-08-07 |archive-url=https://web.archive.org/web/20121003180937/http://mediadecoder.blogs.nytimes.com/2011/02/17/plenty-of-fish-one-web-site/ |archive-date=October 3, 2012 |url-status=live |df=mdy-all }}</ref>

In 2011, [[Britney Spears]]'s music video for "[[Hold It Against Me]]" advertised PlentyofFish and [[Sony]]; one ''[[Washington Post]]'' review denounced the video as an [[informercial]].<ref>{{cite news |last=Kelly |first=Liz |url=http://voices.washingtonpost.com/celebritology/2011/02/britney_spears_debuts_hold_it.html |title=Celebritology 2.0 - Britney Spears debuts 'Hold It Against Me' video/infomercial |newspaper=Washington Post |date=February 18, 2011 |access-date=August 7, 2012 |archive-url=https://web.archive.org/web/20121104083327/http://voices.washingtonpost.com/celebritology/2011/02/britney_spears_debuts_hold_it.html |archive-date=November 4, 2012 |url-status=dead |df=mdy-all }}</ref>

[[Jennifer Lopez]]'s [[Fiat Automobiles|Fiat]]-sponsored music video "[[Papi (song)|Papi]]" was edited for broadcast as a 30-second advertisement for the [[Fiat 500 (2007)|Fiat 500 Cabrio]] in 2011.<ref>{{cite magazine |title=Jennifer Lopez Debuts New Fiat Commercial After Last Spot Called 'Decade's Worst' |date=October 10, 2011 |first=Andrew |last=Hampp |magazine=[[Billboard (magazine)|Billboard]] |url=http://www.billboard.biz/bbbiz/industry/branding/jennifer-lopez-debuts-new-fiat-commercial-1005397752.story |access-date=August 30, 2012 |archive-url=https://web.archive.org/web/20120908050141/http://www.billboard.biz/bbbiz/industry/branding/jennifer-lopez-debuts-new-fiat-commercial-1005397752.story |archive-date=September 8, 2012 |url-status=live |df=mdy-all }}</ref> The original video also advertised [[BlackBerry]], [[Tous Designer House|Tous]], Planet Love Match and [[Crown Royal]].<ref>{{cite news|title=Papi-Razzi: Jennifer Lopez Stuffs New Video With Product Placement|first=Abe|last=Sauer|publisher=BrandChannel|date=September 20, 2011|url=http://www.brandchannel.com/home/post/2011/09/20/Jennifer-Lopez-Papi-Product-Placement.aspx|access-date=September 1, 2012|archive-url=https://web.archive.org/web/20120401010933/http://www.brandchannel.com/home/post/2011/09/20/Jennifer-Lopez-Papi-Product-Placement.aspx|archive-date=April 1, 2012|url-status=live|df=mdy-all}}</ref>

[[Alcohol advertising]] in music videos drew criticism from [[Curtin University]] in [[Perth]], Australia in 2011. An Alcohol Beverages Advertising Code (ABAC) exists in Australia to handle complaints,<ref>{{cite web|title=About the ABAC Scheme|publisher=The ABAC Scheme Ltd.|url=http://www.abac.org.au/about/|access-date=August 29, 2012|archive-url=https://web.archive.org/web/20120911112451/http://www.abac.org.au/about|archive-date=September 11, 2012|url-status=live|df=mdy-all}}</ref> but a placement of [[Midori (liqueur)|Midori]] [[liqueur]] in [[Cobra Starship]]'s "[[You Make Me Feel...]]" was judged not to be alcohol advertising.<ref>{{cite web|title=Midori Product Placement - Alcohol Advertising Review Board|publisher=McCusker Centre for Action on Alcohol and Youth, [[Curtin University]], [[Perth]], [[Australia]]|url=http://www.alcoholadreview.com.au/key-concerns/alcohol-advertising-ten-shockers/midori-product-placement/|access-date=August 29, 2012|archive-url=https://web.archive.org/web/20120819034047/http://www.alcoholadreview.com.au/key-concerns/alcohol-advertising-ten-shockers/midori-product-placement/|archive-date=August 19, 2012|url-status=live|df=mdy-all}}</ref>

[[Rap music|Rap]] and [[hip hop music|hip hop]] are notorious for the high level of product placement in lyrics and music videos; as rappers flaunt luxury brands to show off their wealthy lifestyle, companies pay to have their products named in tracks.<ref>{{Cite web|url=https://fortune.com/2017/08/18/name-brands-pop-music-rap/|title=This Is the Most Name-Dropped Brand in Music|website=Fortune}}</ref> This integration began in 1986 with [[Run-DMC]]'s "[[My Adidas]]." [[Hennessy]] and [[Alizé (drink)|Alizé]] are notable as alcoholic drinks which became popular after being promoted in rap.<ref>{{Cite web|url=https://thegrio.com/2011/11/30/does-hip-hop-product-placement-make-a-difference/|title=Maybach's fall and the limits of rap product placement|first=David A.|last=Love|date=November 30, 2011}}</ref><ref>{{Cite web|url=https://fusion360agency.com/product-placement-in-hip-hop/|title=Product Placement in Hip Hop & Rap|date=March 4, 2016}}</ref>

===Comics===
[[South Africa]]n football comic book ''[[Supa Strikas]]'' accepts product placement to allow for the comic's free distribution. Product placement occurs throughout the publication; on players' shirts, billboards and signage, and through the branding of locations or scenarios. ''Supa Strikas'' receives the majority of its support from [[Chevron Corporation|Chevron]], via its [[Caltex]] and [[Texaco]] brands.

In markets where Chevron lacks a presence, other brands step in, e.g., including [[Visa Inc.|Visa]] in [[Kenya]], [[Uganda]] and [[Tanzania]]. Other brands include their logos included as both billboard and background advertising, and through the branding of locations and scenarios. These companies include [[Metropolitan Life]], [[Nike, Inc.|Nike]], [[Spur Steak Ranches]] and the [[South African National Roads Agency]], among others.<ref>{{cite news|title=Komik Melangkau Sempadan|newspaper=[[Kosmo!]]|date=December 9, 2008|url=http://www.kosmo.com.my/kosmo/content.asp?y=2008&dt=1209&pub=Kosmo&sec=Rencana_Utama&pg=ru_01.htm|access-date=December 9, 2008|language=ms|archive-url=https://web.archive.org/web/20081209232317/http://www.kosmo.com.my/kosmo/content.asp?y=2008&dt=1209&pub=Kosmo&sec=Rencana_Utama&pg=ru_01.htm|archive-date=December 9, 2008|url-status=dead|df=mdy-all}}</ref>

Other titles adopted the same system, including cricket comic ''Supa Tigers'' and ''Strike Zone''.