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GCSE Media Studies · key term
The inclusion of a brand’s products within a media product, often as part of a commercial partnership.
Used by AQA and Eduqas
Paper 1, Paper 2
The inclusion of a brand or product within media content with the intention of promoting it.
Revise: Funding and global media industriesProduct placement puts a promotional brand reference inside the content itself. In Marvel’s Black Widow, BMW vehicles appear within the film, alongside BMW’s involvement in film-related advertising campaigns. The placement is embedded in the film rather than appearing only in a separate advertisement.
Component 1, Component 2
Keep sponsorship and product placement separate: sponsorship supports a person, programme or activity; product placement embeds a promotional brand reference within the content.
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The page ‘Chopard Are An Official Partner of No Time To Die’ identified the luxury jeweller as an official partner and described jewellery worn by Ana de Armas as Paloma. This is a concrete example of product placement supported by online promotion. Chopard gains exposure through its association with the film, while the partnership creates another route for publicising No Time to Die to people interested in the brand.
The inclusion of branded products within a programme or other media product as part of a commercial arrangement.
