摘要：Product placement is the purposeful incorporation of commercial content into noncommercial
settings, that is, a product plug generated via the fusion of advertising and
entertainment. While product placement is riskier than conventional advertising, it is becoming
a common practice to place products and brands into mainstream media including films,
broadcast and cable television programs, computer and video games, blogs, music videos/DVDs,
magazines, books, comics, Broadway musicals and plays, radio, Internet, and mobile phones. To
reach retreating audiences, advertisers use product placements increasingly in clever, effective
ways that do not cost too much. The purpose of this paper is to examine product placement in
terms of definition, use, purposes of product placement, specific media vehicles, variables that
impact the effectiveness of product placement, the downside of using product placement, and the
ethics of product placement
