Placement in Advertising

This is an assessment calling for exploration of a body of theory in an academic essay. The work must show an understanding of and respect for formal academic conventions: appropriate referencing, objective style and critical debate. This should be treated as an opportunity to explore some aspect of marketing communication in relative depth, and at masters level you are expected to show both a capacity to discuss relevant ideas and the skill to articulate these in a lucid style.

2.3 Critically discuss the ethical implications arising from the use of product placement as a marketing communications tool.

You should critically assess the ethics of product placement, adding more to the existing debate. It might also be appropriate to draw conclusions based on different target audiences (ie children or adults). In order to make sound arguments, theory of ethics should be used. Your answer should also include examples of product/brand placements within movies, TV shows etc.

You should aim to include examples and illustrations within your scripts where you judge this helps to illustrate your points and when this is appropriate to support your arguments (e.g. print advertisements may be helpful in an appendix and scans or screen-grabs in the body text of the essay). Such material should be labelled and referenced according to its source, context and date.

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