The Faces and Stakes of Brand Insertion

Sébastien Lefait, Sandrine Villers (Eds.)

by Sandrine Villers (Paris 8 University, France), Pascale Ezan (University of Le Havre Normandie, France), Marina Ferreira Da Silva (University of Le Havre Normandie, France), Veronika Cserényi (Budapest Metropolitan University, Hungary), Pauline Ziserman (Aix Marseille University, France), Joshua Schulze (University Of Warwick), Laurent Salters (Paris 8 University), Gergő Novodonszki (Budapest Metropolitan University, Hungary), Árpád Papp-Vary (Budapest Metropolitan University, Hungary), Julie Assouly (University of Artois, France), Delphine Le Nozach (Lorraine University, France), Boris Chapoton (University of Lyon, Saint-Etienne, France), Sébastien Lefait (Aix Marseille University, France)

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Most chapters are easy to read and might interest readers beyond universities.

Dominique Sipiere
Emeritus Professor
Université Paris Nanterre, France

1. Introduction

2. What marketing and Hollywood share

I. Their environments
A. Their material aids
1. Print posters
2. Film supports
3. Samples
4. Taglines
5. Digital banners and internet videos
B. Their contributors
C. Their organizations and institutions
1 Control and censorship
2 Prizes and festivals
3 Box Office
4 Sources of debates
5 Schools
II. Their missions
A. Informing and showing
B. Transmitting a cultural heritage
C. Entertaining
1 Joy and happiness
2 Beauty
3 Youth
4 Humor
5 Surprise
6 Story-telling
7 The solving a problem

3. American films and ads as ambassadors of a way of life

I Hollywood as a commercial tool
A Products and films
B The stars’ impact
II Films as propaganda tools
A The political propaganda
B The moral propaganda
C The American Dream
1 The land of opportunity
2 The rags to riches story
3 Freedom
4 Order

4. Stars as marketing experts

I Stars as their own advertisers
II Stars as advertisers
III Stars promote ideas and concepts
A Humanitarian causes
B Safety and health messages
C Religion
D Politics

5. Films as consumption products

I The high concept
A Definition
B Test audiences and multiple endings
C Sequels
II The selling strategy
A Before the release
1 Trailers
2 Posters
3 Interviews, press conferences and junkets
4 TV shows
5 Internet
6 Merchandising
B During the release
C After the release
1 Home entertainment
2 Re-releases
3 Streaming

6. How films deal with the world of advertising

I The typical marketing components
A The ingredients
B The targets
II Product placement and by-products
A Definitions
B Product placement
1 Christof’s use of product placement
2 The use of product placement
C By-products
III Media as the mirrors of marketers
A Reality shows
B The media

7. Product placement in films

I Facts and figures
II Advertisers and producers work hand in hand
A Cross promotion
1 Brands make money thanks to product placement
2 Movies make money thanks to product placement
3 Cross promotion between two movies
B Merchandising
C Tie-in movies
III The impact of product placement in movies
A The conglomerate phenomenon
1 Facts and figures
2 The consequences of conglomerates
B The positive impacts of product placement
1 Brand reinforcement
2 Realism and brand credibility
3 Reach and frequency
4 Help finance expensive movies
C The negative impacts
1 The director has the final say
2 Some product placements can be unaesthetic and unrealistic
IV The exportation of the American model

8. The blurring of genres

I Films as “animated catalogues”
II Commercials built like films
A. Filmmakers hired to turn commercials
B. Products as stars
III Self-references
A Critical commercials
B Commercials referring to other commercials

10. Conclusion: Darwin, conglomerates and soap selling

Sébastien Lefait is Professor at Aix Marseille University. He has published books and articles on film adaptation, the representation of surveillance societies on-screen, and the reflexive dimension of TV series. His published works include Surveillance on Screen: Monitoring Contemporary Films and Television Programs (2013), and La question raciale dans les séries américaines (2014; co-authored with Olivier Esteves). His current research topics are the adaptation of American literature, the connection between terrorism and fiction, the place of reality TV within American culture, the treatment of racial issues in recent TV shows, and the reception and appropriation of the issue of on-screen representation by audiences.

Sandrine Villers holds a doctorate of American literature and civilization from The Sorbonne University and a Ph. D. of French cinema and American literature from Tulane University. Currently, she is an associate professor of American Studies at Paris 8 University in France. With her multidisciplinary background, she teaches American culture, business and language and is working as a researcher in the Paris 8 laboratory, TransCrit. In addition to articles dealing with Tennessee Williams, François Truffaut and American films, she wrote three novels: Au Paradis Goûtu (2001), New Orleans, Louisiana (2007), and Chansons douces (2012) as well as an essay on Tennessee Williams (2000). Her current research project deals with the relationships between Hollywood and marketing in which product placement holds a large part.

Social Darwinism, Hollywood propaganda, capitalism, high concept, product placement, branding, box office, endorsement, merchandising, entertainment, by-products, cross promotion, brand reinforcement, animated catalogues, commercials

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Bibliographic Information

Book Title
The Faces and Stakes of Brand Insertion
Physical size
236mm x 160mm
Publication date
March 2022