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

  • Lynne Eagle
  • Yvette Morey
  • Stephan Dahl
Part of the European Advertising Academy book series (EAA)


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).


Social Media Site Popular Music Product Placement Persuasive Communication Persuasion Knowledge 


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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Lynne Eagle
    • 1
  • Yvette Morey
    • 2
  • Stephan Dahl
    • 3
  1. 1.University of the West of EnglandEngland
  2. 2.University of the West of EnglandEngland
  3. 3.University of Hull Business SchoolEngland

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