Graduation Year

2025

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts

Department

Media Studies

Reader 1

Elizabeth Affuso

Reader 2

Carlin Wing

Reader 3

Ryan Engely

Abstract

This paper explores the intricate relationship between product placement and narrative integrity in film and television. I argue that product placement is not merely a commercial strategy but an art form that can enhance storytelling when executed with finesse. The research investigates how brands can affect narratives and the viewer experience, raising the question of what constitutes an artful integration of consumer products. Through a series of case studies, including E.T. the Extra-Terrestrial (1982), Seinfeld, “The PEZ Dispenser (1992), Tomorrow Never Dies (1997), Stranger Things (2016), and Barbie (2023), this thesis examines the evolution of product placement over the past four decades, highlighting both successful and excessive integrations.

The thesis discusses the historical context of product placement, tracing its roots from early advertising practices to its current status as a multi-billion-dollar industry. It emphasizes the importance of subtlety and context in product integration, arguing that effective placements can stylistically strengthen narrative engagement and foster brand loyalty without alienating audiences. Ultimately, this work advocates for a balanced approach to product placement.

Download

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.

Share

COinS