Document Type

Article

Abstract

This thesis examines the various complications of product placement within television given the general assumption that it always paid for as a means of advertising. Using the popular television sitcom Seinfeld and the infamous 1993 episode, “The Junior Mint,” as an example of non-paid product placement, it is herein argued that the use of this practice should be examined on an individual basis. Furthermore, this thesis seeks to clarify the misassumptions that most people have by arguing against critics who, in defining product placement, often fail to mention any instances in which it is not paid for. Various examples of non-paid product placements are therefore included in the argument. Historical background of the product placement practice and the nature of advertising within television are also provided, as well as explanations of the critical discussions surrounding this issue. It is recommended that all previous assumptions be put aside so as to understand the overwhelming complexity of this rapidly growing trend.

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