Product Placement

Product placement place an increasingly important role in the advertisement of consumers goods, including clothing and accessories. Research suggests that audiences tend to have a positive attitude towards product placement when they believe that the practice increases the realism of media content (Lee et al., 2011). Research also indicates that the naturalistic representation of brands reinforces the integrity of factionalised storylines and reflects the 'real life' experiences of the audience in the entertainment media setting (DeLorme and Reid, 1999).

Sex & the City

 Furthermore film and television product placement have been found to enhance brand awareness, attitudes and purchase intent (Russell, 2002). Product placement acts in a more unobtrusive way be evoking the positive association, aspiration, and symbolic meaning connected with the underlying movie content (Roussell, 1998). Consumers connect the film world to their own, mapping the film (DeLorme and Reid, 1999), which in turn influence attitudes and consumption norms (Pechmann and Shih, 1999).

Gossip girl