Subtle Sophistry or Savvy Strategy: Ethical and Effectiveness Issues Regarding Product Placements in Mass Media

Product placement involves the introduction of a identifiable branded product into the content or background of media broadcasting formats. Placements take place in traditional media as well as newer formats such as games and social media sites. A distinguishing feature of product placement is that – unlike traditional advertising – it takes place within the context of entertainment and is shaped or scaffolded by an immersive narrative (Cowley and Barron, 2008) thus making it difficult to avoid and often difficult to detect (La Ferle and Edwards, 2006).