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As a journalist with an emphasis in strategic communication I wantedto direct my research paper on a topic that would be relevant towards mymajor Hollywood films were not only a means of escapism for consumersof the Great Depression but motion pictures also created trends thatsociety would imitate in their everyday lives The magicians behind thismagic brought speculation to my mind there were more people involvedwith positioning products in Hollywood movies than just the directorsproducers and set crew This era was a development of product placementand exploitation techniques from a copious number of marketers frombusiness corporations In this paper I will argue how the 1920-1930sera sparked the emergence of product placement in Hollywood films The term product placement essentially describes the integration of aproduct or brand into a film or televised series This may feature alogo a brand name a product or even its packaging Product placementsnow pervade motion pictures and television worldwide especially in theUnited States From the Pepsi cups displayed on the judges table duringThe X Factor to the beautiful Chevrolet Camaro that zooms across thescenes of Transformers Yet studies show that advertisers built up thissub-business way before the success of the 1982 film ET when theextraterrestrial followed a trail of Reeses Pieces to his new home Though it may seem that product placement in film is a relatively newway of advertising products this movement is dated as early as the mid1890s Segrave 2004 suggests that in the early days of the industrythe studios were not heavily involved in advertising because there wasnot very much return on investment However as the industry grew members of motion pictures and thebusiness world began to notice the cinema as a captive medium foraudience viewers It was not necessarily the means to place the brandsname in cinemas but its products They wanted to benefit fromaccessories vehicles services and the quid pro quo that allowed theirproducts to appear onscreen Newell Salmon and Chang 2006 provide evidence that the
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