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Starring Brand X: When the Product becomes More Important than the Plot
| Content Provider | Semantic Scholar |
|---|---|
| Author | Tsai, Cindy |
| Copyright Year | 2007 |
| Abstract | The intermingling of commerce and entertainment is nothing new. Licensing and merchandising of feature films have been around for over 50 years. However, the concept of product placement has not always been popular with advertisers and film-makers. In the past, advertisers viewed feature film licensing as a tenuous form of marketing because they believed that, with a few exceptions, feature films have a relatively short life span. At the same time, producers believed that consumers wanted a clear demarcation between entertainment and advertising. However, today's entertainment and advertising industries have changed their perceptions dramatically. First, many believe that film is one of the most powerful mediums of communication in the world. Second, with ballooning production costs and the sky- |
| Starting Page | 289 |
| Ending Page | 289 |
| Page Count | 1 |
| File Format | PDF HTM / HTML |
| Volume Number | 19 |
| Alternate Webpage(s) | http://luc.edu/media/lucedu/law/students/publications/clr/pdfs/cindy_tsai.pdf |
| Alternate Webpage(s) | http://lawecommons.luc.edu/cgi/viewcontent.cgi?article=1164&context=lclr |
| Alternate Webpage(s) | https://lawecommons.luc.edu/cgi/viewcontent.cgi?article=1164&context=lclr&httpsredir=1&referer= |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
